NBCUniversal opens up extra stock to native advertisers
For the first time, NBCUniversal enables local and regional advertisers to access inventory on platforms such as Peacock, YouTube and Apple News, thereby significantly expanding the possibilities of these advertisers across the NBCUniversal portfolio.
As part of the move, NBC Spot On, a hub for local marketers to access digital inventory through local NBCUniversal stations, which the media company debuted in February, will receive more digital inventory. Not only does NBCUniversal open premium inventory on Peacock, YouTube, and Apple News, it also doubles the amount of digital and streaming inventory available to local marketers on OneApp from NBCUniversal, a central repository for programming NBCUniversal brands like Bravo , E !, NBC, MSNBC, Syfy, Oxygen and USA.
There's also an organizational shift: NBC Spot On is moving under NBCUniversal's One Platform, the centralized advertising offering designed to optimize the company's extensive portfolio of linear and digital advertising inventory.
With Spot On's move under the One Platform umbrella, local marketers are getting some new targeting tools, including access to all geolocated sales through NBCUniversal and the same targeting features available on One Platform.
"By opening more of our own and third-party digital inventory to local advertisers, we have turned NBC Spot On into a charged local digital sales proposition," said Krishan Bhatia, NBCUniversals business and strategy developer, in a statement. “Small and medium-sized businesses have long turned to NBCUniversal to meet their local advertising needs, and the sales team has consistently delivered premium content along with geo-targeted audiences. Now we're bringing even more must-have content across dozens of platforms for advertisers looking to reach large-scale audiences in a given region. "
The changes are due to the fact that marketers' interest in streaming and connected television has grown dramatically. Americans who stay home during the coronavirus pandemic are streaming record amounts of programming, and the time they spent streaming nearly doubled from 2019, according to Nielsen.
Marketers, many of whom are facing tight budgets and increased pressure to show results for campaigns, are eager to reach audiences with often higher quality video inventory, and streamers are keen to make money with the bruises hoping for ad sales in the first half of the year to continue to grow the revenue opportunities with marketers of all kinds as they advance in the streaming space.
NBCUniversal has put much of its own hopes on Peacock, its largely ad-supported streaming service, which launched in July. To date, the service has received 26 million registrations, Jeff Shell, CEO of NBCUniversal, said at the UBS Global TMT Virtual Conference on Tuesday.
The company also continues to fine-tune One Platform with incremental updates and enhancements. Last month the company introduced shoppable gift guides sponsored by PayPal to enable customers to purchase goods through NBCUniversal Checkout, the shoppable marketplace that is part of One Platform.