AI-driven updates
Other shoppable additions to NBCU platforms include the AI-powered Must ShopTV expanding across more franchises on Peacock, such as Below Deck, Love Island USA, Southern Charm, Summer House, Top Chef and Winter House.
Plus, the company is utilizing generative AI to power audience targeting and drive advertiser performance.
This new capability analyzes content across the NBCU portfolio, coupling it with first-party data sets to produce emotion-based, AI-powered audience segments. Thus far, the company has developed 300 highly predictive segments for marketers to use.
In January, the company also showcased AI capabilities with One Platform Total Audience, which NBCU touts as its next step in cross-platform, audience-based advertising. Now, the company is unveiling One Platform Total Measurement, a new framework constructed to support One Platform Total Audience, bringing viewership insights and outcome-based metrics together throughout the purchase funnel.
Helping power One Platform Total Audience, NBCU is integrating its first-party identity spine through an expanded partnership with VideoAmp, providing audience-based cross-platform planning and measurement for a full-funnel view of performance.
The company is also expanding its partnership with EDO for greater mid-funnel engagement metrics connected to cross-platform outcomes. And to inform clients of lower-funnel, multi-screen attribution metrics such as app installs, in-app purchases and website conversations, NBCU is partnering with Kochava.
Next in the upfront
Of course, the company’s next big event will be its upfront presentation at Radio City Music Hall on Monday, May 13.
In 2023, NBCU’s event came in the wake of Hollywood strikes and longtime ad sales chief Linda Yaccarino leaving the company days before the presentation to be the CEO of Twitter.
Despite those setbacks, current ad sales chief Mark Marshall told ADWEEK the company received good feedback from clients following the presentation, and the company locked in its upfront return in January.
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