NBCUniversal Announces AI-Powered Ad Tool
By Movieguide® Contributor
NBCUniversal will change its ad tool in 2024 by implementing AI to better target brand marketing schemes across linear and streaming platforms.
“With One Platform Total Audience, we are empowering our clients to supercharge their media schedules in a whole new way and maximize the effectiveness of their ad dollars to achieve their business goals,” said Mark Marshall, Chairman of NBCUniversal Global Advertising & Partnerships.
“NBCUniversal’s AI-driven planning and activation technology is the latest evolution within the company’s One Platform offering and will leverage new investments in automation and data to provide brands unduplicated reach through a single media buy across linear and streaming,” NBCUniversal announced.
With the use of “machine learning and predictive analytics,” the new offering, One Platform Total Audience, will “produce a single media plan across linear and streaming that targets a brand’s specific audience segment and strengthens their effectiveness.”
“It’s creating the media plan,” said Mark Marshall, NBCUniversal Global Advertising & Partnerships Chairman. “Probably where you’ll see AI continue to make a difference with us is, our schedules are always fluid. So when we add a new special, when we add a new movie, we’ll use AI to figure out based on genre tone, emotion, how that program we anticipate will deliver against our clients objectives. So it’s a continuation of the process of AI getting smarter.”
NBCUniversal explained that One Platform will “bridge the gap between consumers’ all-screen viewing preferences and legacy advertising practices.”
The technology “now provides the data-driven products, services and capabilities marketers need to reach their business goals, while also creating a better experience for viewers.”
“It’s just giving them the option to reach them in more real time as opposed to setting a schedule and leaving it there for the next 12 months,” Marshall explained.
Movieguide® previously reported on NBC:
NBC Sports has just launched an exciting new streaming service focused on promoting youth and amateur sports.
This is a game-changer for athletes looking to showcase their skills and gain more exposure. With this platform, they can reach a wider audience and potentially catch the attention of scouts or professional teams.
“We’re thrilled to introduce SportsEngine Play to the more than 30,000 youth sports organizations and the millions of players and families we serve through our NBC Sports Next technology platforms and applications,” Brett MacKinnon, SVP and GM, Youth and Recreational Sports, NBC Sports Next, said. “Given our sports and media DNA, we’re uniquely positioned to deliver this product to the sports community – a preeminent streaming platform for all youth and amateur sports, with personalized video content, the best instructional and player development videos, and much more to come as we continue to grow.”
