While iSpot has been working with NBCUniversal for several years, today the media and entertainment company announced that it has expanded its measurement commitment to business outcomes for Audience Studio clients, by partnering with iSpot to provide attribution services.
NBCUniversal’s Audience Studio is the industry leader in advanced targeting and automation solutions. Integrating attribution measurement is a key innovation as the company moves to offer “always on” business outcome analytics, and client-objective-based targeting to deliver marketer-specific outcomes.
“NBCUniversal 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. 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.” – ” Mike Rosen, Executive Vice President, Advanced Advertising and Platform Sales, NBCUniversal
With this new capability across its entire portfolio of broadcast and cable networks ahead of the 2018-2019 Upfront marketplace, NBCUniversal will continue to innovate and offer advertisers third-party validation that its data-driven offering delivers quantifiable business outcomes.
NBCUniversal clients will be provided site conversion reporting on optimized, linear managed service buys from NBCUniversal. 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-optimized campaign vs. non-optimized portions of the campaign.
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.