NBCUniversal and Comcast, today announced a partnership to launch "NBCU+ Powered by Comcast," a suite of new advertising products designed to increase the effectiveness of media buys through consumer segmentation, advanced analytics and targeting. The new products will allow advertisers to enhance their media plans by matching their own consumer data, and third party consumer data, with anonymized Comcast subscriber data to optimize national campaigns across the NBCUniversal portfolio on linear television and target them at the household level on video on demand (VOD) inventory.
"As our advertising partners are being challenged to improve the effectiveness of their campaigns, our ability to optimize and target our media beyond traditional demographics with scale is a unique offering that NBCUniversal can now provide thanks to our cutting edge partnership with Comcast Spotlight," said Linda Yaccarino, President, Advertising Sales, NBCUniversal.
The launch of NBCU+ Powered by Comcast is the first of its kind and part of a series of advertising innovations from NBCUniversal and Comcast Media 360, a division of Comcast Spotlight, that reflect the company’s innovative approach to delivering marketing advantages to its advertising partners that are unmatched due to the company’s reach and scale.
"NBCU+ Powered by Comcast takes the collaboration between Comcast Media 360 and NBCUniversal to another level by jointly delivering measurement and targeting solutions for high-value consumer segments across multiple marketing categories," said Charlie Thurston, President, Comcast Spotlight.
For example, NBCU+ Powered by Comcast could involve a luxury carmaker being able to target national audiences across NBCUniversal’s networks in geographic zones with a high percentage of previous luxury vehicle owners. Additionally, NBCU+ Powered by Comcast will enable household addressability across VOD inventory from NBCUniversal’s networks delivered in partnership with Comcast Spotlight within Comcast’s service area, allowing advertisers to execute campaigns that are more relevant based on an advertiser’s specific criteria.