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January 5, 2022 | Authored By
All good relationships—including the one between brands and consumers—are built on a shared foundation of trust. For decades, we’ve brought people the entertainment and experiences they love and the news, information and sports they can’t live without. And their sustained engagement, despite so many other choices, is a sign of trust.
Every month, more than 230 million people connect with us—and no matter how they choose to engage, their individual experiences are unified by NBCUniversal content. They start mornings with the Today Show and cheer on their favorite team during Sunday Night Football. They ride the Hogwarts Express at Orlando Universal Studios and buy movie tickets on Fandango. They vote for their favorite actors and shows during the People’s Choice Awards on E! and watch and re-watch The Office on Peacock.
Altogether, that’s more than a billion interactions every single month. And thanks to the overwhelming adoption of streaming and digital, that creates more than a billion data-enabled opportunities for marketers to glean deeper insights, design more effective campaigns, measure impact with more precision, and, of course, strengthen trust.
To enhance our consumers’ entire experience, we can learn from how they engage across different platforms. To create personalized experiences and authentic impact on every screen, we need to reach individuals always keeping their individual privacy in mind.
Enter NBCUnified.
This first-party identity platform will unify our company’s vast portfolio of consumer touchpoints into a single data cloud that protects consumer information while making it matchable and easy to use for our partners. Our person-level data will allow marketers to create connections with every consumer. And thanks to our secure, blinded, infrastructure, marketers can create those personalized experiences while still protecting personal information and privacy.
To build this, we’ve invested in a single identifier—what we’re calling our NBCU ID. Already, we can tap into over 150 million unique person-level NBCU ID’s and 80 million household IDs as part of NBCUnified—with a goal to reach over 200 million by 2023. In other words, we’re well on our way to creating the world’s largest first-party database of consumer preferences and engagements across movies, entertainment, news, sports, eCommerce, subscriptions, and theme parks.
Most importantly, NBCUnified is designed to give all marketers—from local businesses to DTC companies to big brands—a complete picture of their existing and potential customers and the advertising experiences that move them to action. Because when marketers use data to understand more about who they’re reaching, they can more effectively determine how, and with what message, to reach them.
By bringing together the company’s consumer data around a single identifier that makes our platform more interoperable, and by investing in more accurate measurement solutions that demonstrate impact, we’re transforming the entire consumer experience and allowing our partners to build more meaningful and lasting relationships from beginning to end.
To learn more about NBCUnified, check out the full release here.
