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September 17, 2020 | Authored By
Stories. Scale. Impact.
These three words define what we offer at NBCUniversal—and have become a mantra in our now-virtual halls.
Our stories inform, entertain, and shape the world, reaching audiences at unmatched scale and connecting them with the brands they love. Today, those brands are asking marketers to do more with less and demonstrate the value of every ad dollar spent. And, more than ever, they’re relying on us to provide tangible, measurable impact.
At NBCUniversal, we’re doing that by opening up new resources and providing alternatives to legacy metrics. With CFlight, for example, brands can match consumer behavior today—and where it will be tomorrow. We developed CFlight as an open framework to help push our entire industry forward, moving beyond legacy ideas of linear vs. digital. And we’re proud to scale CFlight’s vision globally with Sky and continue to propel the media and advertising ecosystem forward.
We know maximizing impact requires constant investment in technology and advanced analytics. Over the past few years, we’ve built innovative new tools that both measure and prove ROI for our partners, including new forms of outcome measurement and guarantees that align their media investments with their sales and business goals.
And that’s just the beginning.
Today, we’re proud to introduce Total Investment Impact: an industry-first measurement capability that demonstrates the effectiveness of an advertiser’s investment across campaigns, screens, and platforms.
Advertising isn’t about buying and selling spots; it’s a powerful asset that allows marketers to connect with consumers in a meaningful way, moving products off shelves and cars off lots.
A key pillar of our One Platform approach, Total Investment Impact measures how a marketer’s full NBCU media investment impacts their sales, enabling outcome-driven planning. It considers both media and non-media factors to quantify TV and digital video’s impact, highlighting the effect of a marketer’s total media advertising investment.
With state-of-the-art modeling and optimization techniques, NBCUniversal can finally connect a marketer’s spend to their bottom line in a way that no other media company can.
But the real value of Total Investment Impact lies within its continuous learning model: once put into motion for an advertiser, the results from each NBCU campaign are used to build outcome-driven plans based on the latest model results. This perpetual learning and optimization method allows clients to make every marketing dollar go further, and attain higher ROI across the board.
Specifically, Total Investment Impact evaluates and utilizes:
Like everything NBCU offers, Total Investment Impact is fueled by partnership.
We’re thrilled that innovative thinkers at Honda are collaborating with us for the beta launch of this new measurement capability and combining the power of their current predictive toolsets with our insights. And we know that this partnership will pave the way for many new ones to come. As every industry faces tremendous disruption in the marketplace, we’re ready to help brands everywhere better understand their investment’s impact and drive results.
Total Investment Impact is the next step in the future of measurement, and the future of entertainment as a whole—but we know there’s more to do. We’re building new tools and forging new partnerships every single day. This journey—which began with simple impressions, evolved to outcomes, and is now delivering unparalleled impact—is far from over.
Our next frontier? The streaming space. With Peacock, we’re committed to constantly innovating to optimize both the viewer experience and advertising impact. And just like with our previous measurement developments, we will scale all of our learnings across NBCUniversal’s One Platform offering and open up resources to help the entire industry transform.
Ultimately, we know that stories scale impact. That’s why we’re working to ensure our viewers have the best experience of our content, our partners reach and understand those audiences, and that marketers can use these stories and insights to scale their impact.
Together, we can tell a totally new story about measurement and what’s possible, and scale impact for every advertiser willing to embrace and invest in this future.
