NBC,
Microsoft form TV Advertising Alliance
NBC
Universal (NBCU) and Microsoft today (June 18) announced a deal to use
Microsoft's Admira television media marketplace to plan and sell
national and local broadcast and cable television advertising inventory.
The
deal, according to Microsoft, comes on the heels of a successful test of
Admira launched by the NBC Local Media group in March to buy and sell
local television advertising inventory in Los Angeles. NBCU will make
available select inventory from both its national broadcast and cable
networks for the alliance, which is set to begin in the fourth quarter
of 2009.
NBCU
will deploy Admira in two ways. For larger advertisers, Admira will
enhance NBCU's existing agency relationships by providing new planning
tools for data-driven targeting and segmenting of specific audiences
across its broadcast and cable television networks. For small to midsize
clients, Admira will enable an automated planning, buying, posting, and
billing process across many of NBCU's national broadcast and select
local TV properties.
"This
is all about improving ROI for clients and experimenting with
next-generation metrics and processes," said Mike Pilot, president,
Sales and Marketing, NBC Universal. "Admira can help clients efficiently
plan, buy, and engage specific audience segments across the breadth of
our broadcast and cable properties, enhancing the close relationships we
have with all of our agency and client partners."
How it
works? By aggregating multiple sources of anonymous viewership data from
across satellite and cable systems and overlaying that with purchase and
geo-demographic data, Admira creates a unique national panel that it
uses to help advertisers reach their desired audience composition.
As a
result, advertisers and agencies can buy audiences that might have
otherwise been overlooked by other television advertising platforms and
measurement technologies. Admira continuously optimizes ad placements in
response to near-real-time viewership data to help ensure advertisers
get the right messages in front of the right audiences.
"Teaming with NBCU brings the planning, buying, and selling of
television inventory squarely into the digital realm," said Scott Howe,
corporate vice president of the Advertiser & Publisher Solutions Group
at Microsoft, the platform and monetization engine for Microsoft
Advertising.
VivaKi,
the Publicis Groupe operation that encompasses Starcom MediaVest Group,
Zenith Optimedia, and Digitas, will be among the first agencies to use
Admira to help its clients plan and buy media when Admira rolls out
later this year.
Bookmark this on Delicious
Seed
Newsvine
Your
Comments:
