“We’re willing to take on more risk in the process and recognize it’s our responsibility to talk about different KPIs and guaranteed ROI,” said Yaccarino. “With the upfront in two weeks, we will do business the same way, but for customers who choose to participate [in data-driven audience] optimization, we’ll enable updates to their plan for about 30% of the inventory across the portfolio.”
NBCUniversal wants to let clients iterate at least once a quarter instead of once a year. In addition to selling by program and day part, it’s augmenting audience and behavioral guarantees based on new data it’s unlocking.
For example, the network combines set-top box data, clients’ first-party data and NBC first-party data from Comcast portfolio property Fandango to inform planning systems across all NBC networks.
Similarly, ESPN is using its 30 million-plus registered users across its digital properties to strengthen its first-party data assets, said the network’s SVP of global research and analytics, Artie Bulgrin.
“We have a lot of behavioral data we’re sitting on, like fans’ specific team interests. We also know that they’re Hispanic or bilingual,” he said. “TV is great at driving brands, but digital reaches people at a more personal level, which is why data-driven targeting is so important to us.”
ESPN has participated in a pilot project with comScore and CIMM since 2012 to understand where it could drive incremental reach beyond its core television foundation. While the network still fields a lot of age/gender requests from advertiser clients, it’s in the process of evaluating third-party data sets to incorporate into its data-management platform.
“When advertisers bring you proposals, they want to know how big is the audience, where and when these platforms are used and be able to measure the impact,” he said. “There is no advertising impact without effective exposure.”