NBCUniversal’s One Platform is founded on trust, transparency and collaboration to help all partners leverage first-party data, activate impactful campaigns across all screens, and finally measure what matters. Read below to learn how our NBCUniversal One Platform™ strategy is helping to transform the industry:
Our stories shape culture…
Content is foundational to NBCUniversal One Platform™ because our stories make emotional connections with audiences around the world and shape culture with moments, shared experiences, and a common language around our content. By offering a diversity of premium programming, we’re able to engage a diversity of audiences on any and every screen.
Connecting with audiences at scale…
NBCUniversal One Platform™ is built to mirror the many ways audiences consume our content. We are meeting consumers wherever they are so you can home in on the audiences that matter most for your business objectives.
Wherever those audiences are, One Platform reaches them.
Investing in technology to make reaching your audiences easier than ever…
One Platform is NBCU’s audience-first approach to modern media and our proprietary technology stack, designed to remove the complexity of traditional media buying to help you reach your preferred audiences at scale across linear and digital.
With automation and interoperability built into every step of the campaign process—from building your audiences to cross-platform media planning and activation to measurement, we’re making it easier and more efficient than ever for you to transact the way that works the best for your business.
And this year, we’re bringing you enhancements across four core pillars:
Data & Identity
In the near future, identity fueled by first-party data will become the new currency, and we’re building that future now. Last year, we announced the NBCU ID, and this year we’re delivering on that and more, with NBCUnified, our enterprise data and identity platform that 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’s supercharging the first step of your One Platform campaigns: your audiences.
Expand to see what’s new for 2022:
- NBCUnified will comprise three core components:
- NBCU ID – First-party identifier that is the foundation of NBCUnified and provides a persistent indicator of who a consumer is to us over time and across touchpoints.
- Audiences – Granular, person-level media consumption, preference, and purchase data from across the NBCUniverse—answering the question, what do we know about the consumer?
- Partner Integrations – Interoperable integrations with critical technology partners, which will make our NBCU ID actionable so you can leverage NBCU IDs to plan, activate, and measure campaigns across One Platform
- For audience activation, you’ll have multiple options:
- Through NBCUnified Audiences, you’ll be able to choose from a wide range of NBCU-sourced attributes and segments, all appended to NBCU IDs, available for activation through programmatic guaranteed buys as well as direct buys.
- Through our NBCUnified Consumer Match offering, you’ll be able to match your own first-party and third-party segments to our NBCU IDs.
- You’ll be able to combine NBCUnified Audiences and NBCUnified Consumer Match to build even bigger and smarter segments that meet your specific objectives.
- NBCUnified will roll out in phases. Our first release launched in Q2 with 200 million unique person-level NBCU IDs mapped to 80 million households–and growing!
Activation & Automation
Once you’ve established your audience, the next step is to activate, optimize, and deliver your campaign. Traditionally, you’d have to build linear and digital campaigns separately. But One Platform gives you the ability to build one unified plan to reach your ideal consumers across NBCU’s linear and digital inventory.
And new this year, we’re adding more scale in streaming, more scale across platforms, and more scale across programmers. In addition, we’re fully enabling programmatic buying on Peacock and introducing cross-platform RFP automation with Mediaocean and Salesforce.
Expand to see what’s new for 2022:
- More scale in streaming – With our new Peacock Audience Extension (Peacock AX) offering, we’re bringing together the full power of our streaming footprint—including Peacock, our NBCU OneApp, and more—into one massive high-fidelity, addressable pool, giving you access to unparalleled scale on a single plan at a single price.
- More scale across platforms – We’re integrating iSpot’s household-level data set into our AdSmart advanced audience optimizer, which will enable you to activate cross-platform campaigns using iSpot viewership, a trusted data source already adopted by leading advertisers and agencies.
- More scale across programmers – We’re integrating NBCUnified with OpenAP’s OpenID, making it even easier to plan and execute your advanced audiences across the entire premium media ecosystem.
- Full Peacock programmatic enablement – After enabling programmatic guaranteed access to Peacock on-demand inventory in October 2021, we’re now fully enabling Peacock programmatic buying in 2022. Specifically, we’re:
- Integrating Peacock with additional DSPs, including with Adobe, Amazon, Amobee, Beeswax, Samsung DSP, Viant, and Xandr
- Launching Peacock private marketplace deals
- Opening up programmatic access to Peacock linear channels and premium live events
- Cross-platform RFP automation – Mediaocean’s Prisma and Salesforce’s Media Cloud are coming together, thanks to NBCU’s APIs, enabling you to submit a single RFP across linear and digital, which will be automatically added into NBCU’s One Platform proposal pipeline, increasing response time, and enabling faster, more efficient fulfillment.
Ad Experience
All of the data and insights we gather from across our universe power more targeted activation and unlock greater ad innovation and creativity to benefit our viewers, our clients, and our agency partners. Innovations such as Sequential Storytelling, Contextual Intelligence and the Harmonizer on Peacock are fueled by NBCU data and insights to make ad experiences as effective as possible.
And coming soon, NBCU Checkout will be integrated into Comcast’s global video platform – a major development for the future of content and commerce!
Expand to see what’s new for 2022:
- Last year, we extended Contextual Intelligence to our streaming properties, with the introduction of brand alignment using the IAB Tech Lab’s standardized content taxonomy. New this year, we’re introducing a new brand suitability offering that leverages standards set by the Global Alliance for Responsible Media to automatically steer your brand away from specific episodes you want to avoid and toward specific episodes that reinforce your values.
- With our new Harmonizer tool, we make it easy for you to take everything Peacock tells us about our viewers and their preferences to help determine which creative will resonate most.
- Sequential Storytelling will enable targeting of a precise set of customers, and through exposure data, present them with a compelling story of specifically designed custom creative to retain their interest down the entire purchase funnel.
- We’re making it even easier for people to shop by integrating NBCU Checkout into Comcast’s global video platform.
Measurement
After your One Platform campaign has fully delivered, we use proprietary ad log data, soon to include NBCU ID-level exposure data, to calculate final reach and impact for your business objectives. But we’re also committed to building a new multi-currency future with census-based measurement of your ads in near real-time, unlocking unduplicated reach and frequency across platforms, granular second-by-second cross-screen ad performance, and performance beyond delivery.
This is why in 2021, we declared #MeasurementIndependence. We issued an industry-first measurement RFP, joined the VAB Measurement Innovation Task Force, launched a cross-industry Measurement Innovation Forum, and introduced the first-ever comprehensive measurement framework. In 2022, we’re officially rolling out our NBCU Certified Measurement Partner Program, the first of its kind from a major media company.
Expand to see what’s new for 2022:
- In January, we announced iSpot as our first certified partner for audience measurement. And in this year’s Upfront, we’ll offer iSpot as an alternative currency for your cross-platform advanced audience buys, enabling precise measurement of your ads across all screens.
- On March 22, we announced certification of seven additional partners for audience measurement and audience verification, as well as the launch of our measurement certification website, a first for a major media company, where you can learn more about our measurement framework, keep up to date with our certified partners, gain visibility into our rigorous evaluation criteria, and even apply for certification.
- In Q3 and Q4, we’ll roll out certifications across brand measurement, sales impact measurement, and multi-touch attribution.
- We’re continuing to work with individual partners, including our first agency partner, OMG, to integrate with the NBCU Audience Insights Hub to enable self-service measurement capabilities.
And driving strong impact for your brand.
We’ve already seen how NBCUniversal has tapped the full scale of our networks, distribution, and audiences to drive impact for brands. Campaigns across NBCU platforms have driven higher brand KPIs down the purchase funnel:
- Ad
- Recall
- Brand
- Favorability
- Purchase
- Intent
Source:
Custom research, vendors vary. NBCU campaigns running from 5/29/17-6/28/21. Top 2 box familiarity, favorability, consideration and intent; aided ad recall; average of test cells for multi-platform campaigns (linear, digital and social) vs. average of test cells for single platform campaigns (linear, digital or social); Performance based on 150 measured single platform campaigns and 35 measured multi-platform, not all metrics available for all campaigns.
To browse our full library of case studies, click here.
Everything we’ve built as part of ONE Platform is for YOU: from the content that fills hearts and screens, the experiences people trust and crave, the creativity and insights that turn consumers into communities, and the advanced technology you can use to activate quickly, engage effectively, and inspire people globally. The Future is here.
