NBCUniversal today expanded its commitment to give advertisers data-driven, highly targeted media opportunities by incorporating the strength and scale of its signature Symphony strategy in advance of the 2017-2018 Upfront marketplace.
The new Audience Symphony opportunity taps into the company’s traditional Symphony cross-platform marketing offerings that unleash the unparalleled power of premium assets including the #1 broadcast and cable networks, digital channels and distribution partnerships, theme parks and talent. In 2016 alone, NBCUniversal’s Symphony strategy helped drive record-breaking success across all parts of its business. Universal Pictures’ The Secret Life of Pets had the highest U.S. box-office opening ever for an original animated film, and the NBC fall primetime launch led the season in all key demographics.
Now, before the Upfront marketplace begins, advertisers can commit to new Symphony campaigns with fully optimized, data-driven targeting and alternative guarantees based on business priorities rather than traditional metrics.
For example, an automobile company launching a new vehicle can receive access to the most relevant audiences of potential car buyers for its brand across the entire portfolio, before any NBCUniversal inventory is committed in the upfront. The optimized media investment will be fully guaranteed to deliver against those “precisely defined customers” across all platforms, replacing traditional age and gender measurement.
“By bringing together premium content at scale with guarantees based on business priorities, we’re giving clients the best of both worlds: The audiences they need and the targeting they crave which is superior to other platforms,” said Linda Yaccarino, Chairman, Advertising Sales and Client Partnerships, NBCUniversal.
Additionally, NBCUniversal is enhancing its Audience Targeting Platform (ATP) and Linear Programmatic offerings. With these enhancements and the new Audience Symphony opportunities, NBCUniversal will commit $1 billion of inventory ahead of the upfront for clients that want to take advantage of the targeting precision of these tools for their media plans.
AUDIENCE TARGETING PLATFORM
Since launching ATP in 2015, the advanced targeting capability has only been available to certain brand segments and only during the Upfront.
To that end, NBCUniversal is now making ATP optimizations available to clients across all advertising categories, and extending that opportunity to the scatter marketplace in addition to the Upfront.
LINEAR PROGRAMMATIC TV
NBCUniversal launched the industry’s first Linear TV Programmatic offering a year ago and, since then, it has only been available on a limited basis in the scatter market. As part of today’s announcement, NBCUniversal will make its linear programmatic TV offering available during the Upfront marketplace as well.
This offering means that NBCUniversal exclusively has the largest video audience available on an audience-targeted basis.
Additionally, the company will expand its Demand Side Platform (DSP) partners beyond the current platforms: Tube Mogul, AOL and Videology.
Across its suite of data offerings, known as its Audience Studio, NBCUniversal has worked with more than 400 leading advertisers to date to drive improved targeting, extend reach and deliver higher engagement.
— press release from NBCUniversal, March 2, 2017