Announcement of First-to-Market Program
Level Reporting Caps
Advertising Week News Blitz
from OMG's Council on Accountability and Standards in
Advertising
NEW
YORK, Oct. 19, 2023 /PRNewswire/ -- Omnicom
Media Group (OMG) the media services division of Omnicom Group Inc
(NYSE: OMC) and NBCUniversal are partnering to deliver
program-level reporting at scale across the network's streaming
platforms. This first-to-market capability
leverages NBCUniversal's NBCUnified Access (previously known
as Audience Insights Hub) privacy-minded clean room technology to
give advertisers visibility into where their ads are delivered and
whether the content aligns to brand values – information that
is critical to spend decisioning but has not been available for CTV
media buys until now.
"Connected Television is rapidly becoming the primary channel
for consuming long-form video, surpassing time spent watching
traditional broadcast and cable television - yet its growth as an
advertising medium has been hampered by its inability to provide
the same level of control, transparency and safety for brands as
its traditional counterparts," says Kelly
Metz, OMG Managing Director for Advanced TV. "For that
reason, NBCUniversal's program level reporting capability is a game
changer. Not only will it have transformative impact on planning
and buying across NBCUniversal's streaming properties - it also
marks a watershed moment for the category by changing the CTV
investment conversation from buying the audience for the platform
to buying the audience for the content."
With this capability, NBCUniversal is delivering on key
priorities from the CTV standards published in 2021 by OMG's
Council on Accountability and Standards in Advertising (CASA) - a
collaboration of OMG agencies, clients and media partners committed
to enhancing quality control and transparency for advertisers
across social, SSP, retail and CTV channels. Working with the
leading streaming partners - including NBCUniversal - CASA is
enabling capabilities that will drive category growth by making CTV
a more effective and safer investment for brands.
"The future of streaming depends on media owners standing behind
the value of their content," says Dominick
Vangeli, NBCUniversal SVP/General Manager for Advanced
Advertising & Partnerships. "And at NBCUniversal we fully stand
behind our content and believe that brand safety and quality are
inextricably linked, which is why we are creating this new
capability in partnership with OMG."
Today's announcement caps a series of Advertising Week reports
from OMG revealing the advances in advertiser control and seller
transparency that the CASA initiative is enabling across social,
SSP, retail and CTV channels.
About Omnicom Media Group
Omnicom Media Group (OMG), the media services division of
Omnicom Group Inc. (NYSE: OMC), delivers transformational
experiences for consumers, clients, and talent. Powered by the Omni
marketing orchestration system, OMG connects best -in-class
capabilities that enable our full-service media agencies OMD, PHD
and Hearts & Science to deliver more relevant and actionable
consumer experiences; more productive and proactive client
experiences; and more collaborative and rewarding talent
experiences for the more than 23,000 people serving the world's
leading brands in OMG agencies around the globe.
About NBCUniversal
NBCUniversal is one of the world's leading media and
entertainment companies. We create world-class content, which we
distribute across our portfolio of film, television, and streaming,
and bring to life through our theme parks and consumer experiences.
We own and operate leading entertainment and news brands, including
NBC, NBC News, MSNBC, CNBC, NBC Sports, Telemundo, NBC Local
Stations, Bravo, USA Network, and
Peacock, our premium ad-supported streaming service. We produce and
distribute premier filmed entertainment and programming through
Universal Filmed Entertainment Group and Universal Studio Group and
have world-renowned theme parks and attractions through Universal
Destinations & Experiences. NBCUniversal is a subsidiary of
Comcast Corporation. Visit www.nbcuniversal.com for more
information.
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SOURCE Omnicom Media Group