Championing diversity and inclusion matter to your consumers across both content and advertising. Consumers are more willing to engage, buy and stay loyal to brands who represent them and their communities, which drives real business outcomes. Inclusion drives viewers to streaming, where they see greater representation in front of and behind the camera.
Across One Platform, NBCU reaches diverse consumers, including 8 out of 10 multicultural viewers, and we’re fostering opportunities across our streaming landscape to create measurable and long-lasting impact for our audiences, communities, and partners by continuing to act with accountability. We’re investing in diverse and inclusive content, spotlighting all dimensions of diversity—from race and ethnicity to sexual orientation and gender identity to disability status, and more— through premium content that has mass appeal. And we’re working to make it accessible to all.
Inclusion breeds innovation. We as an industry need to be relentlessly committed to diversity, equity, and inclusion and to lead with authenticity in all that we create. Representation matters to everyone. Through purposeful storytelling, we spotlight diverse voices in hopes of inspiring future generations. By elevating and celebrating these creatives, NBCUniversal leads with accountability and action, illustrated throughout our premium streaming content. We’re calling on the industry to lean in—for our consumers, for the greater good, and for the betterment of our businesses.
With retail media spending expected to grow to $60+ billion in the U.S. by 2024, e-Commerce has revolutionized the shopping experience, opening opportunities for your brand to tap into this massive marketplace.
By combining interactivity, commerce, and storytelling, NBCU is delivering on combining content and commerce through its suite of One Platform Commerce tools. Through our partnership with KERV Interactive, NBCUniversal Checkout’s functionality will be integrated into Comcast X1 and Peacock. With our partners CitrusAd, brands of any size can utilize our self-service suite of shoppable native ad placements through NBCU’s Retail Media Extension Network, launching with Verishop brands and powered by NBCU Checkout.
Technology that blends content and commerce is here to enable a seamless, enjoyable user experience that your brand can take advantage of now.
With new platform policies and data regulation, first-party data is more essential than ever. Combined with advancements in privacy-minded technologies and data interoperability, partners are moving toward smarter ways to better connect their customer data, such as data clean rooms.
NBCUniversal was the first major media company to announce a clean room integration with Snowflake back in 2021. Since then, our data interoperability investments and offerings have only continued to expand. Through what we’re now calling NBCUnified Access, we’re unlocking privacy-minded access to valuable first-party data, integrated with agency systems, buy-side platforms, measurement vendors, and more for identity resolution, audience exploration and activation, measurement, and attribution.
Data interoperability helps publishers, marketers, and agencies collaborate in new, privacy-minded ways. From improved campaign targeting and measurement to custom insights and analytics, the infrastructure put in place by NBCU and our partners helps to re-architect TV advertising around the use of first-party data.
Research has proven that content quality impacts ad performance, and that for a creative to break through – it needs to resonate and drive consumer connection. By building solutions to measure content quality & creative in currency datasets, we will help marketers better evaluate the efficacy of their investments and make smarter, more impactful media allocation decisions.
Today, we are announcing NBCU’s Content Quality Index, a single metric that quantifies how media spend, creative quality, platform environment & content quality influence advertising breakthrough. Taking it a step further and focusing on quantifying the impact, NBCU is on a journey to prove how emotional connection of a creative influences business outcomes.
Not all content is created equal, and advertising measurement shouldn’t treat it that way. Our industry needs to be relentlessly committed to ensuring that advertisers understand the impact quality viewing experiences have on driving performance. We can get there by using the Context Quality Index as a combined Reach + Resonance score that advertisers can use in media planning systems and transactions to evaluate media efficiency. As we seek to drive better in-market performance, building methodologies that account for emotional connection to ads will lead to more effective media optimization and attribution models.
With 3+ billion gamers worldwide, gaming and the metaverse is set to become the next big effective advertising channel with industry-wide in-game advertising standards, premium gaming content and graphics, and a highly engaged, affluent audience that is 5x more favorable to brands placed natively in video games.
Reach this highly sought after audience at scale adjacent to professionally produced content with our in-game partnership with Anzu. Tapping into the latest consumer and cultural trends, Anzu’s end-to-end gaming ecosystem connects advertisers to consumers with professionally produced, premium gaming inventory across all platforms (mobile, PC, console) from top game publishers to our One Platform offering.
Get your brand in the game with new turnkey and sponsorship opportunities across a diverse and ever-expanding game portfolio providing your brand with an authentic, integrated, premium ad experience opening access to a new audience – all with the highest measurement standards and brand safety you expect from NBCUniversal.
Access to premium video content is no longer a closed-door enigma that’s only available to the largest brands. Through CTV and self-service, marketers of all sizes can unlock the power of premium video.
NBCUniversal’s Peacock Ad Manager is built for small to medium-sized businesses who don’t have an existing DSP integration and are looking to break into CTV advertising. Currently in Beta, we expect Peacock Ad Manager to be available later this year. This fully self-service platform unlocks access to our full portfolio of owned-and-operated streaming content, with built-in audience targeting, tracking against your KPIs including ROAS, and real-time measurement.
We’ve done the heavy lifting so you don’t have to. Peacock Ad Manger gets rid of the complexities surrounding the CTV buying process and getting you in front of consumers in the most efficient way possible.