NBCUniversal One Platform™ is
TV, modernized.
One Platform is the first video platform to combine the power of professionally produced, culture-defining content with the benefits of “big tech”: first-party data, precision targeting, automated buying, and outcome-based measurement. In short, One Platform is TV, modernized. Using advanced technologies, the TV experience is now as scaled, as relevant, and as personalized as a consumer’s social feed—but with the engagement that only a big-screen experience can deliver. And deliver we do!
One Platform reaches…
227M
Per Month
(U.S. Adults)
181M
Per Month on Streaming
(U.S. Adults)
300+
Linear & Streaming Endpoints
Through… billions of hours of viewership…across more than 20 brands.
The four pillars of One Platform
And none of these suites stands alone. One Platform is a holistic solution with automation and interoperability built into every step of the campaign process—from building audiences to cross-platform media planning and activation to best-in-class ad innovations to measurement, we’re making it easier and more efficient than ever to transact the way that works best for your business.
Benefits for Advertisers
Your advertising works harder…but your teams don’t!
Campaigns go live faster
Creatives are more impactful
Target CPMs go down
Sales go up
Adoption of our advanced ad products has never been higher. In fact, in 2022 alone, advertisers across the industry and every client category partnered with us to modernize their TV campaigns, including:
- 400 data-driven linear & cross-platform campaigns
- 1,500+ audience-based streaming campaigns
- 5,000+ programmatic deals
- 750+ ad innovation placements on Peacock
- 1,600+ outcome-based measurement studies (buy-side + sell-side)
No other media company offers the scale, the ease, the flexibility, and the proven impact of NBCU’s One Platform.
What’s new for 2023
Learn more about how we’re scaling and expanding our One Platform capabilities across each of our four pillars.
Data & Identity
NBCUnified, our enterprise data and identity platform, does exactly what the name implies: it unifies the vast first-party consumer data sets from across NBCU to enable best-in-class targeted and personalized consumer experiences. It’s how we know who our consumers are, what they want, and how to best serve them, and it supercharges the first step of your One Platform campaigns: identifying your target audiences. With over 200 million permissioned first-party NBCU IDs, NBCUnified helps you find your audiences with higher fidelity and less waste than ever before.
This year, we’ll continue adding more ways to integrate your audiences with ours for insights, activation, and measurement through agency partner platforms, new programmatic channels, and additional measurement and attribution partners.
Activation & Automation
Once you’ve established your audience, the next step is to activate, optimize, and deliver your campaign. That’s where AdSmart comes in. You can buy direct from us, and we’ll find and deliver your high-value audiences wherever they are, with target delivery guaranteed. Or, if you prefer self-service, you can activate your own buys—across our linear networks through our proprietary programmatic linear APIs and across our Peacock Audience Extension (Peacock AX) streaming portfolio through your demand-side platform (DSP) of choice thanks to our integration with FreeWheel’s Programmatic Module.
This year, we’re scaling cross-platform multi-currency activations with new and upgraded technology that will enable you to plan, buy, optimize, post, and bill on the currency of your choice. In addition, we’re continuing to democratize access to our premium streaming content for businesses of all sizes.
Ad Innovation
With our suite of advanced ad products—from our shoppable innovations that transform content into commerce to our diverse ad formats on Peacock that provide interactivity, utility, and value to consumers—we deliver personalized and memorable ad experiences that resonate with consumers, help your brand stand out from the crowd, and drive measurable impact for your brand. And we do it at scale!
Measurement
After your One Platform campaign has fully delivered, we calculate the final reach across platforms on the currency of your choice and provide you with insights into the impact of your campaign against your business objectives. In 2022, we officially rolled out our NBCU Certified Measurement Partner Program, the first of its kind from a major media company, and we’re doubling down on our commitment to the multi-currency future with census-based measurement of your ads in near real-time, unduplicated reach and frequency across platforms, granular second-by-second cross-screen ad performance, and performance beyond delivery.
New this year, we’re introducing a Content Quality sub-category for measurement that unites reach and resonance, and we’re announcing additional certifications across several measurement categories, bringing the total certifications to 38 across our measurement framework.
One Platform in Action
One Platform is interoperable with your systems at every step of your campaign. Discover how One Platform has been put into action across a diverse set of categories in the examples below.
Auto Brand & One Platform
Use Case
A major auto company wants always on self-service access to build and onboard their own audience for cross-platform campaign activation, and automated access to delivery data to conduct their own measurement.
Solution
- Agency platform for audience creation with onboarding through NBCUnified integration
- AdSmart cross-platform media plan generated using client’s onboarding audience
- Linear as-runs and digital ad logs fed through data clean room for self-service measurement.
Healthcare Brand & One Platform
Use Case
A healthcare company wants to run their own delivery measurement and attribution on their NBCU digital media.
Solution
Digital ad logs fed through server-to-server integration for self-service measurement.
CPG Brand & One Platform
Use Case
A major CPG company wants to leverage new and creative ways to remain relevant in market and drive awareness for new product initiatives.
Solution
A collection of Peacock ad innovations including Peacock Pause Ads, Peacock Solo Ads, and Peacock Highlight Ads.
Movie Studio Brand & One Platform
Use Case
A major movie studio wants always on self-service access to build and onboard custom audiences for campaign activation across platforms and publishers, and to receive holistic delivery measurement against target impressions, reach, and frequency.
Solution
- OpenAP OpenID for audience creation and submission to publishers.
- OpenAP Market for electronic RFP submission across publishers.
- Audience-based campaign activation by publisher (via AdSmart for NBCU).
- OpenAP XPm for cross-platform, cross-publisher measurement.