NBC Universal's Next Data Delivery Level Triggers One22

The Big Message It39s time for the advertising and media industries to dump the current peoplemeter or paneldriven ratings system in favor of a crossplatform process that incorporates information collected from smart TV products and tracks both viewership and the impact ad campaigns have on sales quotYou deserve comprehensive accurate fast metrics that matter todayquot declared Linda Yaccarino NBCUniversal39s Global Advertising Partnerships Chairman quotImagine a world where you no longer have to consider the tradeoffs between content and capabilities between speed and data between trust and targeting between privacy and profits because those tradeoffs don39t exist herequotHosts Five NBCUniversal senior executives led by Yaccarino handled the host role with assistance from American Auto costar and former Saturday Night Live cast member Ana Gasteyer Out to get the crowd perked up for a midmorning of hightech conversation Gasteyer did the trick quotI39m delighted to be among so many brilliant tech peoplequot she began quotToday I39m playing a speaker at a tech conference and know nothing about tech A good fitquotWhat Worked Splitting the event into four understandable topics then drilling down into each topic data and identity activation and automation experience and innovation measurement without going offtopic through repeated jargon and buzzwordsWhat Also Worked Graphic displays accompanying each speaker that were easy to see and understand no matter where you sat inside Studio 8H Another plus was the special appearances by leading executives from cloudbased tech organizations Salesforce and Snowflake demonstrating their intention to upgrade the backoffice ad sales environment for all media organizations not just one playerWhat Didn39t Work The absence of comments by advertisers in some fashion video testimonial or onscreen quotes to NBCUniversal39s new initiativesData Points NBC Unified the company39s enterprise data platform expects to track information collected from 200 million people and 100 million households by the start of 2023 More than 70 million people subscribe to email newsletters from various NBCU series and channels More than 300 retail advertisers are developing quotShoppable TVquot commercials or campaigns with NBCU with 50 percent of these companies39 using TV for the first timeNews Two blockbuster announcements highlighted this new news flow First iSpottv will be activated as a crossplatform measurement vehicle midMay tracking activity from more than 39 million smart TV sets and devices nationwide More than 65 advertisers from Visa and CVS to Walmart and MattressFirm will partner with NBCUniversal and iSpot on campaign development over the next two months Separately NBCU39s Comcast division is working on a home commerce over TV quotCheckoutquot application compatible with its Xfinity cable service and the XClass line of smart TVs launched last fall As detailed by Josh Feldman Global Chief Marketing Officer for NBCUniversal Advertising and Partnerships viewers watching NBCUniversal programming can use their Comcastprovided voice remote to get further details on a product or service they see on the spot then place an order through the TV set No word yet on when this app will be rolled out among Comcast cable or smart TV consumers In other developments megacontent service Peacock will accept fully enabled programmatic ad buys later this year and Mediaocean will join an effort to help ad agencies create and automate backoffice paperwork involving linear and digital TV campaignsAs for NBCUnified dentsu international agreed to be the first advertising agency using it Under the deal dentsu will incorporate personlevel and householdlevel data off its M1 platform into NBCUnified39s assembly of holistic firstparty data and identity features that monitors a multitude of consumer touchpointsParting Words quotImagine that you39re enjoying all the ads because you get just the right amount and they39re targeted specifically to youquot Linda Yaccarino NBCUniversal Global Advertising Partnerships ChairmanquotFirstparty data and identity will be the new currencyquot John Lee NBCUniversal Chief Data OfficerquotDigital transformation is a team effortquot Salesforce executive Denise DresserquotWe39re at an era where measurement respects consumers and reflects their realitiesquot Kelly Abcarian NBCUniversal Executive Vice President Measurement and ImpactquotOne industry person told me there are three kinds of people in the world Those who can count and those who can39tquot iSpot Chief Technology Officer Anthony SkinnerEditor39s note We published a preview of NBCU39s One22 event earlier this monthClick the social buttons to share this content with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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NBC Universal's Next Data Delivery Level Triggers One22

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Simon Applebaum

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NBC Universal's Next Data Delivery Level Triggers One22

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