Summary: NBCUniversal has introduced its latest update to the One Platform ad platform, incorporating artificial intelligence (AI) to enhance ad processes. The company aims to utilize AI to create granular media plans, optimize schedules, and deliver against clients’ objectives. The integration of AI is part of NBCUniversal’s ongoing efforts to leverage technology in making advertising more effective and efficient.
NBCUniversal’s One Platform Total Audience, which features AI capabilities, marks a significant step in the company’s journey to unify its linear and digital advertising inventory. With the launch of Peacock, its streaming service, the company has focused on selling audiences rather than platforms, aiming to reignite growth amidst the decline of linear TV.
One Platform Total Audience utilizes AI to make data-driven decisions on media planning. By analyzing factors such as genre, tone, and emotion, the platform can determine how new programs or specials will perform and align with clients’ objectives. This level of precision allows for better targeting and optimization of ad campaigns.
Additionally, NBCUniversal plans to leverage AI to transform dealmaking and adapt to shifting consumption habits. The technology will enable marketers to be more nimble, adjusting ad allocations based on changing audience preferences. For example, during the COVID-19 pandemic, there was a surge in news programming consumption, which then shifted to reality TV shows and catch-up episodes. AI will provide real-time flexibility in reaching audiences and improving ad effectiveness.
Despite the advertising slowdown experienced over the past year, NBCUniversal remains optimistic about the market’s recovery. The company witnessed a strengthening in the fourth quarter of the previous year across various categories, including sports, entertainment, linear, and streaming. As they head into 2024, NBCUniversal is confident in the overall marketplace outlook.
With the integration of AI into its ad platform, NBCUniversal is poised to revolutionize TV advertising, offering enhanced targeting, optimization, and flexibility for marketers. The company’s focus on leveraging technology underscores its commitment to making every advertising dollar invested more effective than the last.