NBCUniversal and Comcast have formed a partnership to launch ‘NBCU+ Powered by Comcast – a suite of advertising products designed to increase the effectiveness of media buys through consumer segmentation, advanced analytics and targeting.

The products offer advertisers a two-part advantage, the company said. First, the ability of advertiser to match their own consumer data — and third-party consumer data — with anonymised Comcast subscriber set-top-box data should enable a better buy across linear television. Secondly, they will be able to target spots at the household level to VoD users.

“As our advertising partners are being challenged to improve the effectiveness of their campaigns, our ability to optimise and target our media beyond traditional demographics with scale is a unique offering that NBCUniversal can now provide thanks to our cutting-edge partnership with Comcast Spotlight,” commented Linda Yaccarino, president, advertising sales, NBCUniversal. “This is our company’s first advertising product that comes out of the unique marriage of Comcast and NBCUniversal. It is designed to answer what the advertisers have been asking for quite some time.”

“NBCU+ Powered by Comcast gives the advertisers the unique ability to increase the effectiveness of their media buys through sophisticated consumer segmentation with advanced analytics and specialised targeting. So it’s targeting at scale,” she concluded.

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