- NBCUniversal launched a tool designed to assist local automotive advertisers buy premium connected TV (CTV) video with greater simplicity, efficiency and precision, in response to an organization announcement. The product is an element of a broader initiative from the entertainment giant to boost solutions for local advertisers.
- Volkswagen of America is a launch partner for the brand new capability, called Spot On Automotive, which auto dealers can use to focus on consumers in local markets across NBCU’s portfolio.
- The tool is an automotive-specific version of NBCU’s Spot On OTT platform, which launched in 2020. NBCU worked with marketing technology company Constellation to boost the present platform to attach local auto dealers to the brand-safe video marketplace.
Spot On Automotive is the primary offering in what NBCU characterizes as a “larger priority” project to supply efficient solutions for local advertisers. The product intends to assist those sorts of businesses break through in an increasingly complex media marketplace by simplifying the method for buying premium CTV ads.
NBCU believes local markets wield significant influence over audiences.
“That is why we’re investing in our local promoting capabilities for our partners to attach with their consumers,” said Shawn Makhijani, senior vice chairman of business development and strategy and NBC Spot On for NBCUniversal Advertising & Partnerships, in an announcement.
Local auto dealerships will have the option to pair their first-party data with NBCUniversal’s first-q data in a privacy-minded environment to focus on potential buyers right down to the ZIP code. They can even select third-party media publishers across NBCU’s entire portfolio, from news to entertainment to sports, in each English and Spanish.
The tool leverages Constellation’s dynamic content generation capabilities to provide creative assets for each dealers and manufacturers which might be specifically designed to run on the Spot On platform. The platform also offers reporting, billing and co-op compliance management.
“Democratizing premium content, once only available at a national or regional ad association level, is a big win for our entire dealer network and brand,” said Rachael Zaluzec, senior vice chairman of selling and customer experience at Volkswagen of America, in an announcement.
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