- NBCUniversal today (Jan. 8) announced the launch of an AI-driven, cross-platform media planning and activation solution called One Platform Total Audience, per details shared with Marketing Dive.
- The offering uses machine learning and predictive analytics to produce a single media plan across linear and streaming to goal a brand’s specific audience segment. The tech leverages NBCU’s first-party data and advertisers’ data sets to reach consumers at scale and with program-level transparency.
- One Platform Total Audience has sold out across all major categories including tech, auto and retail for the primary quarter of 2024, NBCU reports. The media company plans to expand access to the brand new platform in Q2 2024.
In the era of cookie depreciation, fragmented media viewing and an increase in ad-supported streaming options, advertisers are craving solutions that might be each intelligent and efficient. NBCU guarantees the brand new One Platform Total Audience solution, the newest evolution of its One Platform offering, is just that, using advanced technology and extensive data sets to reach audience segments wherever they’re.
NBCU, in an early test of One Platform Total Audience, saw increased reach and efficiency with decreased impression waste for a brand. Additionally, advertisers saw a 25% higher brand engagement rate than narrow age and gender demographics for a similar brands, per release details. With almost 60% of NBCUniversal’s promoting clients using audience-based buying, and a 25% increase in strategic audience buying previously 12 months, making a system that meets this growing demand is crucial.
The One Platform Total Audience will automate budget allocation across linear and streaming to create an optimized media mix based on marketers’ specified audience segments, according to the discharge. NBCU can even add programmatic guarantees for media buys together with latest buy-side automated order and workflow management. Additionally, the corporate announced that it should transact at the very least half of its business on strategic audiences in 2024.
“2024 might be a watershed 12 months for change,” said Mark Marshall, NBCU’s chairman of worldwide promoting and partnerships. “Seismic shifts in measurement will throw everyone’s media mix models up within the air, presenting a singular opportunity to transact on strategic audiences and measure real KPIs for marketers. With One Platform Total Audience, we’re empowering our clients to supercharge their media schedules in an entire latest way and maximize the effectiveness of their ad dollars to achieve their business goals.”
NBCU’s latest product represents how the industry is reframing its approach to media. In its prediction for 2024 overall ad spending, as an illustration, Dentsu noted that, as digital now accounts for over half of total spending, advertisers are prioritizing attention over reach of their media planning.
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