NBCU Moves Past Campaign Outcome Guarantees to Measure Marketers’ Total Investment Impact

Christel Deskins

Several media companies make performance-outcome guarantees with marketers, in which the deals are centered around metrics that prove TV’s ability to drive behavior—like in-store foot traffic and website visits—instead of traditional age and gender demos. But NBCUniversal is taking those partnerships to another level, introducing a tool that gives brands […]

Several media companies make performance-outcome guarantees with marketers, in which the deals are centered around metrics that prove TV’s ability to drive behavior—like in-store foot traffic and website visits—instead of traditional age and gender demos.

But NBCUniversal is taking those partnerships to another level, introducing a tool that gives brands the ability to understand the impact of their overall NBCU media spend on total sales, not just a single campaign.

That offering, called Total Investment Impact, moves beyond campaign-level outcome guarantees to demonstrate the effectiveness of an advertiser’s investment across all campaigns, screens and platforms, according to a blog post today from NBCUniversal’s Kavita Vazirani, evp, insights and measurement, and Pankaj Kumar, svp, advertising impact.

NBCUniversal is partnering with Honda for the beta launch of the new tool, which is available to any interested automotive brands. The company is determining which advertiser category it will open the offering up to next.

Total Investment Impact “measures a marketer’s full NBCU media investment’s impact on their sales, enabling outcome driven planning. It considers both media and non-media factors to quantify TV and digital video’s impact, highlighting the effect of a marketer’s total media advertising investment,” said Vazirani and Kumar.

The offering features a continuous learning and optimization model. “Once put into motion, the results from each advertiser’s campaigns are then used to build outcome-driven plans based on the latest model results,” according to Vazirani and Kumar.

NBCUniversal said this continues a measurement evolution that began with its CFlight unified advertising metric, which was introduced in 2018.

“As every industry faces tremendous disruption in the marketplace, we’re ready to help brands everywhere better understand their investment’s impact and drive results,” said Vazirani and Kumar.

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