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NBCUniversal plans to begin using generative AI in its ad sales efforts, the company announced Wednesday at its One24 event for advertisers.
As marketers continue to look for ways to make their messages more accurate, AI technology will be used specifically to drive audience targeting and advertiser performance.
The AI initiative was one of several introduced at One24, held at Studio 8H at the company's Rockefeller Center headquarters. The fourth annual event precedes his NBCU upfront in Maine, and this year it will be held May 13 at his Radio City Music Hall.
In the words of an official announcement, the AI service analyzes a wide range of programming and digital content across the NBCU portfolio and combines it with the company's first-party data to create “emotion-based, AI-powered viewership Generate segment. NBCU says it has developed 300 segments to help advertisers match content with viewers.
Programmatic buying, an increasingly popular system that reduces friction by automating many aspects of the advertising process, will be introduced to the Olympics for the first time this summer in Paris. Through a partnership with The Trade Desk, NBCU is opening up its private marketplace, biddable access to advertisers, from the U.S. Olympic Games to the Olympic and Paralympic Games.
Other advertising enhancements coming to NBCU include virtual concessions. This allows viewers who start watching live sports or movies to order food, drinks, and other products for delivery. Another new service, Must Shop TV, supports six franchises (below deck, love island usa, southern charm, summer house, best chef and Winter business hours) with e-commerce functionality.
On the measurement side, NBCU has introduced One Platform Total Measurement, a new initiative to drive viewership across platforms, and is collaborating with VideoAmp, EDO, and Kochava on various initiatives. While Nielsen remains the dominant third-party provider in terms of viewership, media companies have stepped up efforts in recent years to explore alternative or complementary currencies.
“Today's television is a full-funnel performance vehicle that allows marketers to launch, build and grow brands at scale across every screen,” said Mark Marshall, Chairman of Global Advertising & Partnerships at NBCU, in a press release. stated in a release. “At One24, we continue to advance our tradition of innovation by partnering with marketers of all sizes to move consumers from aspiration to action and leverage technology to advance their businesses.”