NBCUniversal adds digital and streaming inventory for local advertisers through an expansion of NBC Spot On, a program launched in February.
This move will give local ad buyers access to premium slots on Peacock, the NBCU streaming service launched earlier this year, as well as the company’s YouTube channels and Apple News. Additional digital and streaming inventory will be made available through NBCU’s OneApp, which includes NBC, Bravo, E !, USA, Oxygen, MSNBC and SYFY.
The official announcement stated that NBCU is reaching 200 million people in its digital portfolio every month and the Spot On improvements will double the available digital inventory.
“Breaking down existing barriers between local and digital more accurately reflects consumer behavior and better connects companies to their customers,” wrote Frank Comerford, Chief Revenue Officer for Local Sales, and Krishan Bhatia, EVP, Business Operations & Strategy, in a blog post. “So we are doing everything we can to make sure that all local businesses have the digital capabilities and inventory they need to reach audiences on every screen.”
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The coronavirus pandemic has changed consumption patterns across the economy, but local ad categories such as retail, restaurants and automobiles have seen an increased urgency for their updated news to circulate. For example, car sales have increased during the pandemic as more Americans choose cars rather than local transportation. In the new configuration of NBCU, local car dealers can learn more about their customers’ media habits on a broader basis and address them with purchases on national NBCU platforms.
“Digital tools and geo-targeting can help marketers find their audiences when they are streaming on different screens,” write Comerford and Bhatia. “But far too often, many small and medium-sized businesses had limited access and it was difficult to combine the power of local, digital and premium content.”
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