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NEW YORK, NY — March 22, 2022 — Today at One22, NBCUniversal’s local-to-global developer conference, the company unveiled a full complement of new data-driven innovations and commerce experiences. These cutting-edge capabilities converge creativity and technology for marketers and advertisers in every industry, enhancing the power of advertising creative and empowering brands to own the purchasing funnel. Specifically, these new innovations include The Harmonizer, Sequential Storytelling, and the future expansion of NBCUniversal Checkout across Comcast’s global video platform.
“For NBCUniversal, the advertising experience is the user experience. We’re excited to unveil new ways for our partners to meet those users where they are: from leveraging our company-wide data activations to drive brand relevance, to harmonizing creative messaging, to engaging consumers through story, to driving transaction at the point of inspiration.”
-Josh Feldman, Global Chief Marketing Officer, NBCUniversal Advertising & Partnerships
The Harmonizer, a game-changing tool that will debut next month on NBCUniversal’s ad-supported streaming service, Peacock, enables marketers to identify which ad creative to serve audiences based on consumer signals. Whether it’s a viewer’s tenure on Peacock, a specific behavior like binge watching, or content genre, The Harmonizer ensures that brands are aligned and in-tune with consumers’ expectations. The Harmonizer can be used across Solo, Binge and Pause ads to drive ongoing consideration of brands for consumers at the right moment, based on their specific behavior.
Sequential Storytelling, one of several commercial innovations that will be unveiled later this spring, leverages a specific, targeted audience segment to tell a brand’s story over time, and take audiences on a journey through the funnel. By pairing sequential brand creative with audience segments developed using NBCUnified’s first-party data—and tapping into the scale of NBCUniversal’s massive One Digital Video ecosystem—marketers can pique consumers’ interest on one channel, deepen their engagement in a second installment to drive consideration, and eventually inspire them to purchase.
Finally NBCUniversal and Comcast are continuing their commitment to bring state-of-the-art, interactive, commerce-enabled experiences to audiences. Notably, the two companies have begun collaborating to integrate NBCUniversal Checkout into Comcast’s entertainment platforms. This means that, in the future, a Comcast customer could see a must-have product within NBCUniversal programming and simply say, “Shop,” into their Xfinity remote and complete their purchase seamlessly with NBCUniversal Checkout. Already, NBCUniversal Checkout has been deployed across NBCUniversal’s One Platform to incredible success: shoppable activations have consistently proven twice as effective as traditional ads.
In addition to these new ad formats, innovations, and commerce opportunities, NBCUniversal also premiered its first round of Certified Measurement Partners and set an industry-leading standard for identity and interoperability with new products and enhancements to One Platform’s technology stack. Together, these milestones will provide
actionable ways for the entire media and technology ecosystem to step into the future of marketing and advertising, setting the stage for the company to deliver even further on #OurPartnershipCommitment at the NewFronts on May 2nd and Upfront on May 16th.
ABOUT NBCUNIVERSAL:
NBCUniversal is one of the world’s leading media and entertainment companies in the development, production, and marketing of entertainment, news and information to a global audience. NBCUniversal owns and operates a valuable portfolio of news and entertainment television networks, a premier motion picture company, significant television production operations, a leading television stations group, world-renowned theme parks, and a premium ad-supported streaming service. NBCUniversal is a subsidiary of Comcast Corporation.
