Having set aside $1 billion in inventory for non-Nielsen audience guarantees during this year’s TV Upfront,\u00a0NBCUniversal has seen demand for its audience targeting products double year over year. Although it’s a big commitment, market dynamics are in the company’s favor.<\/p>\n

\u201cThe reason we\u2019re continuing to be confident about increases in demand is because we\u2019re seeing it come from a broad swath of industry categories,\u201d including automotive, consumer packaged-goods, financial services, travel and leisure and retail, says EVP of Business Operations & Strategy Krishan Bhatia.<\/p>\n

Its audience targeting and programmatic offerings are now always on\u2014available in the Upfront and scatter\u2014enabling advertisers to access NBCU inventory \u201cacross a number of DSP\u2019s that we\u2019ll be expanding as well,\u201d Bhatia says in this interview with Beet.TV.<\/p>\n

NBCU recently introduced a new division called Audience Studio, which The Wall Street Journal reports<\/a> is dedicated to helping marketers employ data for ad targeting purposes by tying together four of the company\u2019s ad buying products.<\/p>\n

Asked whether NBCU will be joining forces with Fox, Turner and Viacom in their OpenAP audience buying consortium, Bhatia<\/a> expresses support for the endeavor while underscoring the company’s own efforts to help advertisers target audiences beyond traditional Nielsen demographics.<\/p>\n

Then there is the reach of the NBCU portfolio. Its scale approximates \u201c95% of total viewership reach in the United states, which is about the same amount that I believe the OpenAP initiative announced,\u201d Bhatia says.<\/p>\n

Nonetheless, he says the media giant is \u201cgenerally supportive of any efforts that help the TV ecosystem go above and beyond the traditional age\/gender based way of measuring and transacting on audiences, including this one,\u201d a reference to OpenAP.<\/p>\n

At the urging of NBCU and others, Nielsen recently put off the release of its Total Content Ratings, so it\u2019s not a factor in the 2017 Upfront negotiations. In the meantime, NBCU has been investing in alternative solutions with both established companies in the space and newcomers.<\/p>\n

\u201cHistorically, measurement has never really been fully caught up with where consumer trends are headed, and I think we\u2019ve only seen that accelerate as viewership and content distribution continue to fragment,\u201d Bhatia says. \u201cI\u2019m not sure that measurement will ever quite frankly ever be fully caught up.\u201d<\/p>\n

This segment is part of a series leading up to the 2017 TV Upfront. It is presented by FreeWheel. To find more videos from the series, please visit this page<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

Having set aside $1 billion in inventory for non-Nielsen audience guarantees during this year’s TV Upfront,\u00a0NBCUniversal has seen demand for its audience targeting products double year over year. Although it’s a big commitment, market dynamics are in the company’s favor. \u201cThe reason we\u2019re continuing to be confident about increases in demand is because we\u2019re seeing […]<\/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":[6338],"tags":[5267,5395,6137,6349,6350],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/45559"}],"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=45559"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/45559\/revisions"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=45559"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=45559"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=45559"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}