SAN FRANCISCO \u2013 Offering marketers mass reach is what television\u2019s always been about. But in this age of advanced TV, it\u2019s becoming more about \u201cmass, targeted reach,\u201d according to Mike Rosen.<\/p>\n

The EVP of Advanced Advertising & Platform Sales at NBCU talks about taking an agnostic approach to more advanced audience targeting and why the Super Bowl and Olympics made for an “amazing” February in this interview with Beet.TV.<\/p>\n

Providing a better experience for viewers and advertisers isn\u2019t just about reducing the number of ads. \u201cIt\u2019s making the ads work harder,\u201d Rosen says during a break at RampUp 2018<\/a>, the annual conference by LiveRamp. Using information about contextual targeting is one way that data can better inform relevance of advertising to specific programs.<\/p>\n

\u201cAll that together should make for a better user experience for our customer, the viewer, and also therefore make the advertising work even better.\u201d<\/p>\n

He says advanced TV \u201ckeeps getting better and better\u201d as more marketers build out their own data sets. By \u201cplugging into our world of Comcast set-top box data\u201d and privacy compliant identity matching, they are able to transcend \u201cthe general lowest common denominator of age and gender.\u201d<\/p>\n

So while TV still provides much-desired magnitude, \u201cnow it\u2019s about mass targeted reach. So you still have scale, you still have premium brand safety content, but now we can apply data, which means that every dollar is working harder,\u201d Rosen says.<\/p>\n

He describes audience-targeting options at NBCU\u2014on a managed-service approach or self-service\u2014as making it agnostic when it comes to the preferences of agencies and brands.<\/p>\n

\u201cIt\u2019s not programmatic in the way that digital thinks of it, because the connotation there is that it\u2019s remnant or bottom of the waterfall,\u201d Rosen says. \u201cIn our case it\u2019s all of our quality inventory across all of our scripted and non-scripted programming that is available for the decisions to be made at the program level across our portfolio.\u201d<\/p>\n

February<\/a> was “an amazing\u201d month for NBCU with the Super Bowl and Olympics. \u201cThere is nothing more powerful to unite the country as these sports events and the great storytelling behind it.\u201d<\/p>\n

Starting with the 2016 Olympics in Rio \u201cwe moved toward looking at total audience delivery as a recognition that yes, so much happens on that main linear screen, but so much of the viewing of this content is happening on every device that this content is available on.\u201d<\/p>\n

This video is part of a series produced in San Francisco at the RampUp 2018 conference. The series is sponsored by Alphonso<\/a>. For more videos from the series, please visit this page<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

SAN FRANCISCO \u2013 Offering marketers mass reach is what television\u2019s always been about. But in this age of advanced TV, it\u2019s becoming more about \u201cmass, targeted reach,\u201d according to Mike Rosen. The EVP of Advanced Advertising & Platform Sales at NBCU talks about taking an agnostic approach to more advanced audience targeting and why the […]<\/p>\n","protected":false},"author":17,"featured_media":50376,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[7090],"tags":[5609,6285,6696,6730],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/50374"}],"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=50374"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/50374\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/50376"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=50374"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=50374"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=50374"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}