NBCUniversal leans on AI in upfront ad sales push

NBC Universal plans to begin using generative AI in its ad sales efforts, the company announced Wednesday at its One24 event for advertisers.

AI technology will be used specifically to drive audience targeting and advertiser performance as marketers continue to find ways to make their messages more precise.

The AI ​​initiative is one of several introduced during One24, which was held in Studio 8H at the company’s Rockefeller Center headquarters. The fourth annual event is a lead-up to the main NBCU Upfront, which will take place this year on May 13 at Radio City Music Hall.

The AI ​​offering analyzes programming and digital content across the NBCU portfolio at scale and combines it with the company’s first-party data to create “emotional, AI-powered audience segments,” in the words of an official announcement. can go. NBCU says it has produced 300 segments that help advertisers match content with viewers.

Programmatic buying, an increasingly popular system that reduces friction by automating many aspects of the advertising process, is coming to the Olympics for the first time this summer with the Paris Games. Through a partnership with The Trade Desk, NBCU is opening private markets, accessible to advertisers to bid, from the U.S. Olympic Trials to the Olympic and Paralympic Games.

Other ads coming to NBCU include virtual concessions, which allow viewers to watch live sports or watch movies, order food, drinks and other items for delivery. Another new offering, Must Shop TV, will produce six franchises (Below deck, Love Island America, Southern charm, Summer house, Top Chef And Winter hours) with e-commerce capabilities.

On the measurement front, NBCU is introducing One Platform Total Measurement, a new effort to capture viewership across platforms and team up with VideoAmp, EDO and Kochava on various initiatives. While Nielsen is the dominant third-party segment in terms of viewing figures, in recent years media companies have made increasing efforts to explore alternative or additional currencies.

“Television today is a full-funnel performance vehicle where marketers can launch, build and grow their brands on any screen at scale,” Mark Marshall, chairman, global advertising and partnerships, NBCU, said in a press release. “At One24, we are building on our legacy of innovation, moving consumers from desire to action and partnering with marketers of all sizes to leverage technology to drive their businesses forward. can be used.”

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