COLOGNE \u2013 With the proliferation of video platforms and devices has come a persistent call for a common method of viewer measurement. One simple statistic shows why: NBC hit \u201cThis Is Us\u201d is watched evenly on linear networks and digital platforms.<\/p>\n

\u201cWhat we\u2019re seeing in terms of the impact of that on viewership is really quite stunning,\u201d Krishan Bhatia, EVP, Business Operations & Strategy for NBCUniversal, says of the explosion of consumer choices.<\/p>\n

\u201cOn average for our primetime shows, it\u2019s already at 30%\u201d Bhatia says, referring to digital viewing. \u201cIf you play that out over the next few years, you can see how dramatic the shift toward these platforms is already.\u201d<\/p>\n

In this interview with Beet.TV at the DMEXCO advertising and trade show, Bhatia also talks about using the flexibility of digital to \u201cmove the ball forward\u201d on 30-second TV ads and how NBCU is in the process of broadening its automated platform reach with more demand-side platform partnerships.<\/p>\n

Viewing trends allow for incorporating the capabilities that marketers have come to expect in the digital media world to TV content on new platforms. \u201cWe can serve ads digitally, we can do creative versioning, we can do third-party tracking,\u201d Bhatia says.<\/p>\n

Like many of his sell-side colleagues, Bhatia bemoans the reality that measurement lags viewing trends. He notes that such metrics as Nielsen\u2019s C3 and C7 ratings \u201cfall outside of that measurement approach\u201d needed to thoroughly track cross-platform watching.<\/p>\n

In this year\u2019s Upfront negotiations with TV buyers, NBCU saw a 42% increase in demand for its digital video ad inventory, according to Bhatia. To him, this means that seeing \u201cdemand basically outstrip supply\u201d creates an opportunity for content that might historically have been considered non-ad-supported, streaming video-on-demand content. One obvious benefit for marketers more digital inventory.<\/p>\n

NBCU made lots of headlines earlier this year when it made a landmark deal with Hulu to share the rights to the digital rollout of \u201cThis Is Us,\u201d as The Hollywood Reporter notes<\/a>. Among other things, the arrangement gives advertisers access to people who had not yet been exposed to the hit show.<\/p>\n

Bhatia sees a rising trend within audience targeting toward more automation of ad-buying transactions.<\/p>\n

\u201cThe automation layer is what both marketers and agency partners are asking for,\u201d he says. With all of the company\u2019s inventory now available via three DSP\u2019s, \u201cyou\u2019ll see that list continue to expand significantly over the next six to 12 months.\u201d<\/p>\n

This video was produced as part of Beet.TV leadership series from DMEXCO, presented by NBCUniversal. For more videos from the series, please visit this page<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

COLOGNE \u2013 With the proliferation of video platforms and devices has come a persistent call for a common method of viewer measurement. One simple statistic shows why: NBC hit \u201cThis Is Us\u201d is watched evenly on linear networks and digital platforms. \u201cWhat we\u2019re seeing in terms of the impact of that on viewership is really […]<\/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":[6731,6737],"tags":[5313,5395,6349,6565,6701],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/47841"}],"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=47841"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/47841\/revisions"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=47841"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=47841"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=47841"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}