The four main components of NBCUniversal One Platform™ follow the steps of a campaign, from audience to planning to delivery to measurement. And we’re building interoperability into every one of these steps.
Audience is the starting point for all One Platform campaigns, supercharging the rest of the campaign journey.
Last year, NBCU started making major investments to centralize our first-party audience data from across the company, and we have a lot of it! Now, our mission is to bring together all of these first-party data sets to create a 360-degree profile of each of our viewers, which we will house under a single, deterministic NBCU ID.
NBCU ID will improve the user experience for consumers and marketers alike. It will contain proprietary first-party insights that NBCU collects directly about our viewers. It will act as a high-fidelity match key for second- and third-party data sets you bring to our platform, which will help inform cross-platform planning and measurement. And for our consumers, it will drive further personalization.
In addition, we’re ushering in a new era of data interoperability for the industry with the NBCU Audience Insights Hub, our proprietary clean room environment launching later this year. With this new solution, NBCU will feed our first-party audience data, which our partners will then be able to safely join with their data sets to run restricted, permissioned queries across our data and theirs without ever exposing any of the underlying data.
Traditionally, planners would build linear and digital campaigns separately. But One Platform gives you the ability to build one unified plan that maximizes reach across NBCU’s linear and digital inventory.
Last year, we launched our Nielsen demo reach optimizer in partnership with Mediaocean, enabling marketers to add incremental digital audiences to their existing linear plans. This year, we’re extending our cross-platform planning capabilities to include reach on Peacock and advanced audience targets using your first-party data or NBCU’s proprietary custom segments. And as always, we’ll offer both managed service and self-service buying options, the latter powered by NBCU’s industry-leading cloud-based linear APIs and by the NBCU Audience Insights Hub launching later this year.
Once you’ve established what audience you want to reach and built your cross-platform plan to reach them, the next step is to activate, optimize, and deliver the campaign.
Increasingly that activation is being done programmatically, and NBCU is fully embracing this form of automated delivery. That’s why we’re continuing to make our digital and streaming supply available through best-in-class demand-side platforms, and why we’re very excited to announce that this year we’ll be making Peacock available programmatically for the first time. And to further increase efficiency, we’re working with industry partners to automate the manual workflow processes surrounding campaign delivery, saving your teams valuable time and money.
After a One Platform campaign has fully delivered, we use proprietary ad log data to calculate the campaign’s final reach and impact for our marketing partners.
In addition to providing incremental reach measurement for each cross-platform campaign NBCU optimizes, we’re working in conjunction with our Measurement & Impact team to grow our offering of full-funnel attribution solutions. And later this year, we’ll be making more of our measurement capabilities interoperable with your systems through the NBCU Audience Insights Hub, starting with the incorporation of reach measurement models and eventually opening up sales attribution measurement so you can run post-campaign analytics and calculate your return on ad spend completely self-service.
All along this journey, from audience data at scale, to simplified planning, to automated delivery and attributable measurement, One Platform has all the tools—and the pipes to integrate your own systems—to reach audiences more effectively across NBCU’s hundreds of content distribution end points. Contact us to build the future together.