MIAMI \u2013 As it builds out and scales up its Audience Targeting Platform, NBCUniversal is seeing big increases in budgets and clients taking advantage of more precise targeting via linear television. And while its various TV and digital targeting products are tied to specific platforms, the company is weaving the \u201cconnective fiber\u201d that will create a more seamless process for advertisers.<\/p>\n

Having launched ATP in the 2014-2015 Upfront negotiating period, NBCU began by guaranteeing audience delivery against traditional Nielsen age and gender metrics. In the 2016-2017 Upfront, it switched to guaranteeing delivery of specific audiences as defined by advertisers, according to Denise Colella, SVP of Advanced Advertising Products & Strategy.<\/p>\n

\u201cWe\u2019ve seen the amount of budgets that are getting optimized double and we\u2019ve seen a tremendous increase in clients,\u201d Colella says in an interview with Beet.TV. \u201cAnd we\u2019ve also seen almost all of the clients we had in year one come back for more.\u201d<\/p>\n

As The Wall Street Journal reports<\/a>, NBCU has offered make-goods for campaigns that did not initially reach specific audience targets, meaning additional ad inventory within its portfolio of programming.<\/p>\n

\u201cIt\u2019s been somewhat of a limited release up until now,\u201d Colella says in response to a question from interviewer Matt Spiegel, Managing Director of MediaLink. “We\u2019re definitely\u00a0seeing a lot of uptake.”<\/p>\n

NBCU\u2019s Audience Studio is composed of NBCUx and NBCUx for Linear TV, a programmatic offering across digital video, mobile and display platforms and linear television; NBCU+ Powered by Comcast, its addressable TV capability; and Social Synch, which helps extend advertisers\u2019 and NBCUniversal\u2019s social media content campaigns across major social platforms.<\/p>\n

Segmenting audiences for individual advertisers has been a learning process, as it can be time consuming to help them define whom they want to target, according to Colella.<\/p>\n

\u201cLast year, we continued to guarantee against Nielsen because that\u2019s what they were used to,\u201d Colella<\/a> says of NBCU\u2019s advertiser clients. \u201cNow that we\u2019re seeing how this scales and the benefits that it\u2019s providing to our advertisers, we\u2019re standing behind the audiences that we\u2019re promising and we know we can deliver them across our portfolio.\u201d<\/p>\n

Right now, Audience Studio products are \u201cfairly siloed,\u201d according to Colella, as they are limited to individual platforms.<\/p>\n

\u201cOver time, we\u2019re building the connective fiber so that we can do that in a more seamless process,\u201d she says. \u201cThat\u2019s going to take some time.\u201d<\/p>\n

Meanwhile, buying practices also remain siloed to a certain extent. \u201cThe buying for addressable is typically in a separate group, a separate budget, than what we\u2019re seeing for buying linear,\u201d Colella says.<\/p>\n

This interview was conducted at Beet Retreat 2016: The Transformation of Television Advertising<\/a>, an executive retreat presented by Videology with AT&T AdWorks and the 605<\/a>. Please find more videos from the event here<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

MIAMI \u2013 As it builds out and scales up its Audience Targeting Platform, NBCUniversal is seeing big increases in budgets and clients taking advantage of more precise targeting via linear television. And while its various TV and digital targeting products are tied to specific platforms, the company is weaving the \u201cconnective fiber\u201d that will create […]<\/p>\n","protected":false},"author":17,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[5878],"tags":[3102,4434,5395,5915,5916],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/43417"}],"collection":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/users\/17"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=43417"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/43417\/revisions"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=43417"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=43417"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=43417"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}