NBCUniversal’s powerful storytelling moves people across the globe, turning culture into connection, attention into engagement, and passion into purchase. At NBCUniversal, the scale of our audiences is matched only by the scale of their impact. Read below to learn how our One Platform strategy pushes the industry forward in four key areas:​

Our stories shape culture…

Content is foundational to One Platform because our stories make emotional connections with audiences around the world. We shape culture with moments, shared experiences, and a common language around our content. It informs what we talk about and influences how we interact with each other.

Our investment in content brings together audiences with more meaningful scale for marketers. In 2020 alone, NBCUniversal and Sky will invest $24b in new original premium content. By offering a diversity of premium content, we’re able to engage a vast array of audiences across any screen.

Connecting with audiences at scale…

We are developing One Platform to mirror the diverse ways audiences consume our content. That’s why we are evolving how we target the audiences that matter most to you, making every audience definition data-informed. From finding hone remodelers to car buyers and beyond, we can deliver the audiences that will drive the greatest impact for your brand.

One Platform provides our partners multiple new ways to target consumers at scale:​

Advanced Target Audiences
Specific consumer segments optimized across the NBCU Platform

Demo Target Audiences
Nielsen age/gender optimized across the NBCU Platform

Broad Based Audiences
P18+ guarantee with ability to buy specific Networks/Dayparts

Sponsorship & Live Event
Traditional demo guarantee and unique integrations with the year’s biggest cultural moments

Investing in technology for the future…

NBCU continually invests in proprietary technology development and best-in-class partnerships. These capabilities deliver flexibility, efficiency, and effectiveness to marketers, while serving for a better ad experience for consumers.

Optimization
With AdSmart Optimization, advertisers will be able to easily and efficiently target all audiences across all screens, and find their most valuable audiences at scale across NBCUniversal’s full portfolio of premium video content.

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• NBCUniversal is expanding its AdSmart suite of advanced advertising products, building on its proprietary audience graph, linear audience optimizer, and programmatic linear API.
• We are also expanding our linear optimization solution to include Nielsen demo target audiences.​
• In partnership with 4C Insights, we are introducing a first-to-market cross-platform optimizer for unduplicated audience reach across linear and digital.

Planning & Delivery
NBCUniversal is partnering with leading ad tech companies to simplify and streamline the planning and delivery process for marketers.

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• With Operative, NBCUniversal is unifying planning to deliver partners the strongest and clearest proposals and ensure efficiency across every investment.
• With Comcast-owned FreeWheel, NBCUniversal is unifying scheduling and trafficking of campaigns across linear and digital platforms concurrently, enabling more effective pacing and delivery at scale.

Measurement
Every impression across One Platform will be data-informed, making cross-platform measurement more critical in proving the impact of media investments.

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• NBCUniversal will be expanding CFlight cross-platform impression measurement to include OTT co-viewing, out-of-home measurement (OOH) as well as short-form video.
• NBCU is also developing in-campaign and post-campaign measurement dashboards to provide marketers with timely and consistent insights into how each impression across platforms drives impact for their business.

And driving strong impact for your brand.

Our goal is to create a more relevant advertising experience for viewers and greater impact for brands. With One Platform, we see the opportunity for a better premium video marketplace that helps advertisers reach the audiences they need to drive better business results.
 
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 properties have driven higher brand KPIs down the purchase funnel:

+70%

• Brand
• Recall

+41%

• Brand
• Consideration

+23%

• Purchase
• Intent

 

With measurable impact, NBCUniversal has proven to be the best platform to reach the world’s most engaged audiences. No other media company offers culture-defining stories with actionable scale to match.
 

See How

Stay tuned to News to read more from our leadership team on how NBCU is writing an entirely new playbook alongside our partners with One Platform.

News from NBCU