Fortune 100 media company NBCUniversal has successfully integrated artificial intelligence (AI) in its latest advertising tool called One Platform Total Audience to boost linear and digital ad buying.
The "AI-driven planning and activation" tool was introduced at Monday’s Consumer Electronics Show (CES 2024) in Las Vegas.
One Platform Total Audience will use AI to analyze NBCUniversal's content, providing insights on optimal ad placement based on target audiences and past client deals.
"So when we add a new special when we add a new movie, we'll use AI to figure out based on genre tone, emotion, how that program we anticipate will deliver against our clients' objectives," said Mark Marshall, global advertising chairman at NBCUniversal.
Scaling Linear TV Advertising with AI
Exactly four years ago, NBCUniversal introduced One Platform at the CES 2020. The all-in-one marketplace is an effort to consolidate and expand the media conglomerate’s linear and digital advertising catalog.
"The promise always was how do you take advantage of the huge reach of linear and the precision of digital? So over that period, we've invested hundreds of millions of dollars to get to the technology, but that technology is ready," Marshall revealed.
One of the major downsides of linear TV advertising is the lack of accurate qualitative data to measure viewership. With the use of AI, One Platform One Audience will be able to provide the same level of insights as digital advertising.
"We're going to have more announcements coming as we move forward, but the whole goal at how we look at AI is how do we make the next dollar that our client invests even more effective than the last dollar that they invested," Marshall concluded.
