Since this story was published, NBCU has provided more detail and comment about its new multiscreen planning solution, and you can read it here.
NBCUniversal has revealed its ambition to provide advertisers with a single, unified platform that can optimise, plan, deliver and measure audiences across any screen – giving itself three years to meet this objective. The go-to-market strategy and solution roadmap fall under the brand ONE PLATFORM. “We will offer advertisers our best content across any screen, helping to simplify the buying process and deliver better results for brands,” the company says.
NBCUniversal has already brought CFlight to market to give advertisers a single metric to measure consumption behaviour, and a unified impressions count, across all screens. Now the content giant is going to unveil a new in-campaign and post-campaign measurement dashboard to show brands how each impression drove impact.
The broadcast group has promised a unified cross-platform optimiser based on reach/frequency objectives. “Whether it is traditional demos or more advanced custom audiences, this new offering will help advertisers extend the reach of their campaigns through more effective planning and delivery across NBCUniversal’s complete portfolio of linear and digital properties,” the company explains. The new system will also unify the scheduling and trafficking of campaigns across linear and digital platforms concurrently, enabling more effective pacing and delivery at unparalleled scale.
In 2020 alone, NBCUniversal will offer more than 110,000 hours of new original content and reach 97% of people in the U.S. as well as half a billion people around the world in partnership with Sky. The broadcaster reaches 211 million adults aged 18+ every month. “Advertisers can now work with us to create one simple and streamlined plan for their media investment. New planning tools will enable NBCUniversal to deliver the strongest and clearest proposals possible for its partners,” a statement says.
Linda Yaccarino, Chairman, Advertising and Partnerships at NBCUniversal, declares: “The future of our business is simple: it’s our audience. People are the centre of everything we do. We know that viewers do not differentiate content by network, time or screen; instead, our fans see NBCUniversal as one giant home to the best stories, so that’s the mindset we’ll go to market with in 2020.
“With ONE PLATFORM, we are following our viewers’ lead. Rather than rejecting the changes in consumer behaviour, we’re reflecting it. And rather than pushing back on disruption, we will use it to power our business and redefine the entire marketplace.”