NBCUniversal expands programmatic advertising to linear TV


Details

Michelle Clancy

| 26 February 2016




NBCUniversal is expanding its programmatic media product by launching NBCUx for linear TV.



Beginning this autumn, advertisers can use data and automation to build media plans that include premium linear TV inventory across NBCUniversal’s entire portfolio of cable and broadcast entertainment networks.

Over the past two years, NBCUniversal has made more and more programmatic buying available to advertising clients for its digital video and display inventory. With this expansion, select advertisers and their agency partners will be able to reach their target consumers by developing media plans via a private exchange by using a combination of their own data, third-party data sources and NBCUniversal’s television inventory.

“Our goal is to give our advertisers as many ways to access the high-value, target audiences they want to reach within our premium content,” said Dan Lovinger, EVP of entertainment advertising sales group at NBCUniversal. “Our NBCUx digital programmatic offering was a key component to our clients’ success last year and we expect that by adding premium TV inventory to the mix, it will greatly enhance their efforts. The launch of NBCUx for linear TV is another example of our commitment to innovation on behalf of our clients.”

NBCUniversal will make its premium TV inventory available to a select set of demand side platforms (DSP) which meet the company’s requirements. Clients can choose which of those DSP partners they want to use to generate an audience-based media plan.

The launch of NBCUx for linear TV comes on the heels of the recently announced Audience Studio, which unifies the company’s data offerings through a single platform across its vast broadcast, cable and digital portfolio.

Programmatic advertising revenue growth is spiking across an array of broadcasters and publishers, according to online video firm Ooyala. From the beginning of March 2015 through June 2015, a set of more than 40 plus broadcasters and publishers across Europe saw their effective cost per thousand impressions (eCPMs) increase more than 25%, the company said, when using its programmatic trading platform, Ooyala Pulse SSP.