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NBCUniversal and Comcast partner to launch suite of advertising products

MUMBAI: Media conglomerate NBCUniversal and cable company Comcast have announced a partnership to launch a suite of advertising products titled ‘NBCU+ Powered by Comcast’.

The new products combine the value of Comcast analytics and addressability with the scale of NBCUniversal’s portfolio. It aims to increase the effectiveness of media buys through consumer segmentation, advanced analytics and targeting.

The launch of NBCU+ Powered by Comcast is part of a series of advertising innovations from NBCUniversal and Comcast Media 360, a division of Comcast Spotlight, with an aim to deliver marketing advantages to its advertising partners that are unmatched due to the company’s reach and scale.

NBCUniversal president advertising sales Linda Yaccarino said, “As our advertising partners are being challenged to improve the effectiveness of their campaigns, our ability to optimize and target our media beyond traditional demographics with scale is a unique offering that NBCUniversal can now provide thanks to our cutting edge partnership with Comcast Spotlight.”

Advertisers will be able to enhance their media plans by matching their own consumer data and third party consumer data, with anonymized Comcast subscriber data to optimise national campaigns across the NBCUniversal portfolio. The move can be done on linear television and target them at the household level on video on demand (VOD) inventory.

Comcast Spotlight president Charlie Thurston added, “NBCU+ Powered by Comcast takes the collaboration between Comcast Media 360 and NBCUniversal to another level by jointly delivering measurement and targeting solutions for high-value consumer segments across multiple marketing categories.”

NBCU+ Powered by Comcast could involve a luxury carmaker and target national audiences across NBCUniversal’s networks in different geographic zones.

Additionally, NBCU+ Powered by Comcast will enable household addressability across VOD inventory from NBCUniversal’s networks delivered in partnership with Comcast Spotlight within Comcast’s service area, allowing advertisers to execute customised campaigns.