NBCUniversal Unveils AI-Driven Ad Tool
NBCUniversal introduced its latest AI-driven update to the One Platform ad service, aiming to revolutionize TV advertising.
NBCUniversal revealed its latest artificial intelligence (AI)-driven update to the One Platform ad platform, named One Platform Total Audience, taking a step in transforming the realm of TV advertising, and indicating the company's commitment to integrating machine learning in advertising processes.
Mark Marshall, the advertising sales chairman at NBCUniversal, shed light on how AI will play a crucial role in media planning. Traditionally handled by agencies, NBCUniversal aims to refine this process to a granular level using AI, including optimizing schedules and tailoring content to align more precisely with client objectives. The focus is on enhancing the effectiveness of every dollar invested by their clients.
Introduced four years ago at CES, the trade show for the tech landscape, the One Platform initiative was NBCUniversal's ambitious plan to amalgamate its linear and digital advertising inventory. This move was complemented by the launch of Peacock, expanding the company's streaming inventory. The strategy was to shift focus from platforms to audiences. According to Marshall, the company has successfully filled all its targeted advertising categories for the first quarter and is looking to expand further in the second quarter.
The essence of the One Platform Total Audience is to leverage the broad reach of linear TV and the precision of digital advertising. NBCUniversal has consistently used CES as a platform to announce updates to One Platform, including advancements in data and identity technologies last year. The company has invested significantly in this technology over the years, with the goal of transforming the dynamics of dealmaking in advertising. This technology allows for more flexible and responsive marketing strategies, adapting to shifting consumption habits.
For instance, during COVID-19, there was a noticeable surge in news programming, followed by a spike in interest for shows like "Vanderpump Rules" and a push towards Bravo and Peacock for past episodes. The AI-driven platform provides marketers the flexibility to adjust their strategies in real-time, instead of committing to a fixed schedule for an extended period.
Marshall also commented on the advertising market's recovery. After a slowdown, there has been a broad-based recovery, evident in the fourth quarter's performance compared to the previous year. This recovery spans across various categories, including sports and entertainment, both in linear and streaming formats.