NBCUniversal wants advertisers to go for gold with its new tech offerings.
Today at the One24 conference, NBCU’s latest TV upfront event, the company highlighted new tech and data capabilities, including generative AI, shoppable food delivery and, for the first time, all new programmatic offerings for the 2024 Olympic and Paralympic Games in Paris.
“Television today is a full-funnel performance vehicle where marketers can launch, build and grow their brands across any screen at scale,” Mark Marshall, chairman of global advertising and partnerships at NBCUniversal, said in a statement. “At One24, we’re continuing to drive our legacy of innovation, moving consumers from aspiration to action and partnering with marketers of all sizes to use technology to move their businesses forward.”
With its programmatic Olympic offerings, the company said it’s “marking a new era of open access” to the biggest sports moments.
The offering comes through a partnership with The Trade Desk, allowing NBCU to open up a private marketplace with biddable access for advertisers to connect with audiences in all aspects of the Games, including the U.S. Olympic Trials, the Olympic Games and the Paralympic Games.
Even before the programmatic announcement, the company was already seeing record-setting revenue and pace for its Olympic and Paralympic ad inventory.
NBCU is “further ahead than we’ve ever been, from a pure sales perspective,” Dan Lovinger, president of Olympic and Paralympic partnerships, told ADWEEK in October.
In addition, the company is enhancing its ecommerce capabilities during the Games, with Virtual Concessions to let viewers purchase food, beverages and other items to be delivered to their doorstep. Though the offering will be available during other major events, it will launch during the Paris 2024 Olympic and Paralympic Games broadcast.
See an example of Virtual Concessions here: