NBCU, iSpot.tv ink deal to advance cross-platform measurement | Ad Tech | News | Rapid TV News
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US content giant NBCUniversal has tapped iSpot.tv to provide attribution services for its advertising base across multiple screens.
nbc 5 may 2018 2

NBCU’s Audience Studio is designed to provide advanced targeting and automation solutions for marketers; integrating attribution measurement is part of the plan to offer ‘always-on’ business outcome analytics and objective-based targeting – all with third-party validation of the outcomes.

“NBCU has made a commitment to providing the best data-driven custom targeting capabilities for our clients to achieve their unique business outcomes, and now we’re taking steps to quantify the substantive benefits of advanced targeting of our premium content,” said Mike Rosen, EVP, advanced advertising and platform sales, NBCU. “Providing relevant back-end attribution analytics of our client’s targeted media investments elevates the value of audience-buying ahead of this year’s Upfront.”

NBCU clients will be provided site-conversion reporting on optimised, linear managed service buys from NBCU. Clients can access real-time dashboard reporting on how TV ad exposures are driving viewers to website, app or other digital activity, and the lift provided by the Audience Studio-optimised campaign vs non-optimised portions of the campaign.

iSpot.tv, which has been working with NBCU for three years, is a preferred attribution analytics partner of NBCU’s Advertising Sales and Client Partnerships division. The company, which uses a proprietary system for tracking TV advertising activity in real-time, has created an automated content recognition (ACR)-based measurement for all ads in a syndicated manner.

The platform is made up of iSpot’s real-time catalogue of TV ads; linear airings data; ACR data collected against its ad catalogue from the Inscape panel of 8 million smart TVs; and iSpot’s large-scale device graph.

“We spent the last two years helping hundreds of brands on the buy side of the equation connect TV spending to business outcomes,” said Sean Muller, iSpot.tv CEO. “Now with a sell-side offering put in place by the forward-thinking Audience Studio Group at NBCUniversal, the TV advertising industry can move toward accountability and performance measures as a standard.”

Under the terms of the deal, existing iSpot clients may choose to enable NBCUniversal Audience Studio measurement, which will show the lift in conversion rates of NBCUniversal Audience Studio-targeted units compared to baseline conversion rates. For non-iSpot clients, NBCUniversal will offer the service as part of its Audience Studio to validate lift in business outcomes.

The move is part of the ongoing effort by NBCUniversal to position itself for the digital, cross-platform era. The company recently added to its stable of data-driven executives, in February hiring SVP of advertising technology Ed Kozek; SVP of measurement and innovation Pankaj Kumar, former head of media sciences at Comcast Cable; and SVP of sales for Audience Studio Brian Norris, former VP of media sales at Dish.

Mike Rosen, EVP of advanced advertising and platform sales for NBCU, said that the hires show the company’s focus on consolidated measurement across multiple screens, with better targeting.

“More accurate and precise measurement is critical to the health of the ecosystem in so many ways, [whether that’s] properly measuring cross-platform consumption through initiatives like Total Audience Delivery [or] advanced targeting of custom audiences through Audience Studio,” Rosen said.

To that end, NBCU has said that it plans to combine digital, linear, mobile and out-of-home viewing under a single Total Audience Delivery guarantee.