Home Digital TV and Video NBCU Sells Its First Ever TV Ad Campaign Based On Business Outcomes

NBCU Sells Its First Ever TV Ad Campaign Based On Business Outcomes


NBCU did something it had never done before: transacted on a TV advertising campaign based on business outcomes.

The campaign for the STXfilms movie “The Upside” was guaranteed based on ticket sales and, secondarily, show time searches, the broadcast giant said Friday. Comscore will measure viewership data and tie it to ticket sales from Fandango, in which NBCU has majority ownership. (NBCU said it would still be able to measure these outcomes without Fandango data.)

While NBCU said its ability to measure business outcomes isn’t new, it hopes to further develop its ability to actually sell digital and linear inventory based on those outcomes.

For now, NBCU is focusing on scaling that capability further across the entertainment vertical – and looking to transact again on business outcomes with STXfilms’ upcoming movie “UglyDolls.”

“We’re looking to understand how we build benchmarks for this category,” said Brian Norris, SVP of sales for Audience Studio, NBCU’s data-driven ad tech stack, which launched in 2016).

“STX has been an excellent partner in their interest in learning alongside of us, knowing that both companies and both organizations will benefit off of the learnings,” Norris said. “Those learnings will determine how we scale [guarantees] across the entertainment vertical.

After entertainment, NBCU hopes to expand business outcome guarantees to the automotive vertical.

“When it comes to transacting on an outcome, we look at advertiser KPIs first and foremost,” Norris said. “There are multiple goals an advertiser can have, like site conversions or sales lift.”

NBCU evaluates the ultimate result using third-party measurement providers, such as Comscore, iSpot.tv and Data Plus Math, among others.

The ability to sell linear TV inventory based on business outcomes is starting to take off.

In early January, WarnerMedia division Turner Broadcasting said that advertisers can transact on its linear and digital inventory based on business outcomes. Turner uses AT&T data from the ad unit Xandr to measure results.


AdExchanger Daily

Get our editors’ roundup delivered to your inbox every weekday.

CFlight takes flight

In other NBCU news, CFlight – the metric the broadcaster developed in-house to assess audience viewership across all screens – will be scaling across NBCU’s full content portfolio. Before, CFlight was only available for ad buys on NBC Sports and Primetime content. The metric will be available across all of NBCU beginning with the next TV upfront.

NBCU introduced CFlight last April, in collaboration with Nielsen, Comscore and Moat, as an open source metric it hopes will be used by other content owners – although it’s unclear right now if any other networks are using a version of CFlight. But it’s still early days.

The development of CFlight spoke to the ad industry’s need for unified measurement across multiple networks and screens.

Must Read

It’s Open Season On SaaS As Brands Confront Their Own Subscription Fatigue

For CFOs and CEOs, we’ve entered a kind of open hunting season on martech SaaS.

Brian Lesser Is The New Global CEO Of GroupM

If you were wondering whether Brian Lesser was planning to take some time off after handing the CEO reins of InfoSum to Lauren Wetzel last week – here’s your answer.

Comic: S.P. O'Middleman's

TripleLift CEO Dave Clark Abruptly Exits After Setting The SSP On A New Trajectory

Dave Clark, who’s led TripleLift for the past two years, is stepping down, effective immediately, and is being replaced by a coterie of TripleLifters.

Privacy! Commerce! Connected TV! Read all about it. Subscribe to AdExchanger Newsletters
shopping cart

Moloco Invests In Its Competitor Topsort As The Retail Media Stakes Go Up

Topsort can lean into Moloco’s algorithmic personalization, while Moloco benefits from Topsort’s footprint with local retailers in the US and in Latin America.

CDP BlueConic Acquires First-Party Data Collection Startup Jebbit

On Wednesday, customer data platform BlueConic bought Jebbit, which creates quizzes, surveys and other interactive online plugs for collecting data from customers.

Comic: The Showdown (Google vs. DOJ)

The DOJ’s Witness List For The Google Antitrust Trial Is A Who’s Who Of Advertising

The DOJ published the witness list for its upcoming antitrust trial against Google, and it reads like the online advertising industry’s answer to the Social Register.