The diversity of the NBCUniversal portfolio—which includes the Peacock streaming service, news publishers like NBC, Fandango, its theme park division, movie studios and even a golf product called Golf Now—enables the company to build behavioral and lifestyle segments for these potential clients.
This further reduces the barrier to entry for smaller advertisers, Reed said, adding, “For some of those smaller business sectors, we can actually source first-party data from our own enterprise datasets for them.”
A solution for smaller brands
NBCUniversal unveiled a fully self-service ad platform, Peacock Ad Manager, earlier this year, said Reed.
The broadcaster intends for PAM to offer an experience similar to the one ad buyers might expect when transacting with Google or Meta, in that they will be able to log in, make automated buys and track campaign performance all within one system.
The product offers a cumulative reach of 180 million monthly users across the NBCUniversal portfolio, according to Reed. It currently operates using third-party targeting, but the company plans to add first-party data and outcome-based measurement.
Although large advertisers can use PAM, NBCUniversal envisions the platform as a solution for smaller brands that might lack enterprise relationships with demand-side platforms.
“[PAM] is a unique and exciting offering that we are bringing to the marketplace, because it opens up access to this premium content that these brands might not be able to access otherwise,” Reed said.
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