NBCUniversal today announced a slew of new tools for advertisers in advance of the annual CES trade show in January, per details shared with Marketing Dive. The developments span targeting and measurement of ads, along with new ad formats, and represent the next step in the media giant’s yearslong quest to bring the advances of digital performance marketing to TV.
“We've been laser-focused on this idea of, how do we take all this great content and really drive the consumer experience and the advertiser impact?,” Mark Marshall, chairman of global advertising and partnerships at NBCUniversal, said in a press briefing on Tuesday.
The announcements come ahead of an unprecedented year that will see NBCU air the Super Bowl, the Winter Olympics, the World Cup, the NBA All-Star Game and more, allowing advertisers to engage with consumers during what’s expected to be some of the year’s most-watched content.
“If we are going to have this year, that will never happen again… and we do nothing with it, shame on us,” Marshall said. “All these people are going to come into our ecosystem. How do we actually capture them into our ecosystem? How do we retarget them? How do we use that same technology to actually help our clients at the same time?”
Targeting requests, live
NBCU is embracing artificial intelligence, the technology that is quickly and dramatically rewriting the playbook throughout advertising and media. A new AI-powered contextual targeting tool continuously scans live content to ensure that ads and creative elements automatically align with relevant moments, as they happen.
The use of AI is completing what NBCU calls the “targeting trilogy” that allows it to serve —…