New Insights Underscore the Power of Premium IP to
Drive Category Growth, Revenue, and Impact Across Every Layer of the Purchase Funnel
NBCUniversal & Tinuiti Expand Partnership to
Include Strategic Data Collaboration for Digital Measurement
- NBCUniversal and Tinuiti, the largest independent full-funnel marketing agency in the US have unveiled new insights that further prove television is a performance marketing engine for advertisers, across every layer of the purchase funnel from brand-building all the way down to conversion.
- In a new study, NBCUniversal and Tinuiti partnered with NOBULL, Boston-based brand known for it’s best-in-class, award-winning footwear, to demonstrate the impact of the premium-content streaming environment on advertising effectiveness.
- Across the board, the results from NOBULL’s campaign proved the power of premium IP and streaming to drive incremental revenue and additional critical business metrics above and beyond a search and social heavy investment mix. Through a strategic shift in ad spend from search and social to streaming, NOBULL saw:
- +19.8% site visits
- +5.5% purchases
- +3.7% in total revenue*
- Additionally, as a result of the campaign, the sneaker category overall experienced a +18% lift in non-branded shopping clicks through purchases– demonstrating the category-wide impact of streaming and premium IP.
“The results from our campaign demonstrate the power of streaming and premium IP to unlock not only brand lift, but real business results. Advertiser dollars need to work harder than ever before, and it’s clear that reallocating dollars to upper-funnel channels like premium video can supercharge performance. Streaming belongs in the performance conversation, right alongside search and other performance stalwarts.”
– Sean Odlum, Chief Product Officer, Tinuiti
- NBCUniversal and Tinuiti have expanded their partnership with a new data collaboration to refine Tinuiti advertising clients’ first-party data strategies. Now, Tinuiti brands can leverage authenticated identifiers across NBCUniversal’s extensive digital properties – effectively unlocking best-in-class measurement and optimization capabilities.
“Since its inception, television has proven to foster deep connections amongst audiences, while also fueling brand love and awareness. The data that we’ve unveiled today further illustrates that premium TV is a powerful performance marketing engine across the entire purchase funnel. By shifting spend into upper funnel channels, marketers can both enhance brand metrics and drive strong lower funnel KPIs. This collaboration reinforces premium TV advertising delivers a dual-purpose and is the key to maximizing brand growth.”
– Alison Levin, President, Advertising and Partnerships, NBCUniversal
Source:
*3.7% lift in total revenue was estimated with statistical significance at the 80% confidence level. Site visits and purchases lift estimates were statistically significant at the 95% confidence level.
