NBCUniversal\u2019s self-service programmatic buying offering powered by 4C achieves a few milestones in the linear television world. Among the biggest is that advertisers will be using the same buying console that they already use to target audiences on major social media platforms ripe with video ad inventory.<\/p>\n
The deal<\/a> with 4C \u201callows us to juxtapose the value of our inventory within the same buying console that they\u2019re buying this other inventory,\u201d says Aaron Radin, NBCU\u2019s SVP of Partnerships & Portfolio Products.<\/p>\n This means that among other things, buyers will be able to decide whether buying a 15- or 30-second ad on the hit show This Is Us \u201cwill be a more effective use of a client\u2019s marketing spend than a three-second autoplay video in a news feed,\u201d Radin says in this interview with Beet.TV.<\/p>\n \u201cWhat\u2019s particularly notable about this relationship is that 4C has been used to buy social media platforms\u201d including Facebook, Twitter, Snapchat, Pinterest and LinkedIn. And while they are still considered to be social media platforms, nearly half of the advertising transactions that occur on them are for video inventory.<\/p>\n \u201cWe saw this as an important place where we could provide the efficiency and targetability that clients have been able to enjoy on those platforms,” Radin says.<\/p>\n Retailer Target is the advertising partner kicking off the self-serve offering, which in the future will expand beyond NBCU\u2019s linear TV inventory to digital as well.<\/p>\n \u201cWe\u2019re super lucky to have Target as our launch client for that partnership. I think they\u2019re the perfect client to do so.\u201d<\/p>\n Target is known for its digital targeting prowess and CRM savvy. It\u2019s also been \u201claser focused on being able to leverage that information against television inventory,\u201d says Radin.<\/p>\n NBCU has created application programming interfaces for its television inventory, a move that Radin describes as \u201ca landmark\u201d in the industry.<\/p>\n \u201cThe initial results have been super exciting. We couldn\u2019t be more excited not only that we got it off the ground but about the types of opportunities it opens up to our clients by being able to present our inventory to the market in this way.\u201d<\/p>\n This video is part of a series of Beet.TV\u2019s coverage of the Advanced Advertising conference held during NYC TV Week. Beet.TV\u2019s coverage is presented by 4C Insights. Please find additional videos on this page<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":" NBCUniversal\u2019s self-service programmatic buying offering powered by 4C achieves a few milestones in the linear television world. Among the biggest is that advertisers will be using the same buying console that they already use to target audiences on major social media platforms ripe with video ad inventory. The deal with 4C \u201callows us to juxtapose […]<\/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":[6839],"tags":[5279,3384,4535,4814,4829,5191,5241,5395,6036],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/48347"}],"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=48347"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/48347\/revisions"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=48347"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=48347"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=48347"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}