Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Audience Intelligence powered by Adobe Audience Manager

8,915 views

Published on

The lines between publishing and marketing teams are blurring. How do organizations connect the dots from disparate data sources and deliver relevant, personalized experiences that drive audience engagement and insights? It starts by breaking down the data silos within your organization. See how Adobe and NBC Universal tackle this challenge.

  • Be the first to comment

Audience Intelligence powered by Adobe Audience Manager

  1. 1. PARTNERSHIP REDEFINED A l i B o h r a | A d o b e | D i r e c t o r o f P r o d u c t M a r k e t i n g & S t r a t e g y D e n i s e C o l e l l a | N B C U n i v e r s a l | S V P A d P r o d u c t s & S t r a t e g y
  2. 2. R EMEMB ER W H EN TV LOOKED LIKE TH IS? 2
  3. 3. TECHNOLOGY + THE CONSUMER JOURNEY = MOR E TOU C H POIN TS TH A N EVER 3
  4. 4. CONSUMERS HAVE MORE CHOICES THAN EVER Source: eMarketer, Time Spent per day with major media, 2016 estimate. Monthly time spent is estimated based on daily time spent. Nielsen Total Audience Report Q1’6. Total Adults. MONTHLY TIME SPENT BY MEDIA 7X Stations / Month 20X Channels / Month Other Print 86X Mobile Sites or Apps / Month 55X Sites / Month 4 TVMobile Radio PC 34% 22%3% 3% 12% 26%
  5. 5. CONVERGENCE BETWEEN TV AND DIGITAL 5 50% of This Is Us consumption is from non-linear platforms. 91% of This Is Us consumption is on a TV screen. Live+SD DVR 1-35 VOD 1-3 VOD 4+ OTT PC/Mobile Source: NBCU TAMI report, 9/16/2016–8/31/2017, A18-49.
  6. 6. PARTNERSHIPS BRING NBCU TO THE #2 D IGITA L PU B LISH ER , B EH IN D GOOGLE SITES 6 * 131 141 148 155 155 180 184 186 204 241 Turner Digital Apple Inc. CBS Interactive AOL, Inc. Comcast… Amazon Sites Microsoft Sites Yahoo Sites Facebook Google Sites 131 141 148 155 180 184 186 204 224 241 Turner… Apple Inc. CBS… AOL, Inc. Amazon… Microsoft… Yahoo Sites Facebook Google Sites Top 10 Digital Publisher Ranker (Total Digital Multi-Platform Unique Visitors, Millions) Sites Sites Sites Sites Sites NBCU w/o Partnerships NBCU w/ Partnerships Source: comScore My Metrix, Audience Duplication Report. Base is P2+ (desktop), P18+ (mobile), Period: June 2017 Sites
  7. 7. Q1 2016 Q1 2017 Q1 2016 Q1 2017 Q1 2016 Q1 2017 Q1 2016 Q1 2017 Live + DVR/Timeshifted TV DVD/Blu-Ray Device AM/FM Radio Game Console Multimedia Device Internet on a PC App/Web on Smartphone App/Web on a TabletMillennials MEDIA BEHAVIOR VARIES BY GENERATION 7 Source: Nielsen National Panel (TV), RADAR 133 (Radio), Netview (PC), EMM (Smartphone and Tablet), Q1 2017, P2-20, 21-37, 38-52, 53-70, Nielsen National Panel (TV), RADAR 129 (Radio), Netview (PC), EMM (Smartphone and Tablet), Q1 2016, P2-19, 20-36, 37-51, 52-69 (accounts for aging of generations) *Generation Z - Mobile data excluded due to privacy regulations among minors, Radio limited to ages 12-20 Gen Z Gen X Boomers Daily Media Time Spent (HH:MM) 4:32 4:41 10:10 9:25 11:57 10:48 13:15 11:58
  8. 8. ADOBE AUDIENCE MANAGER USAGE ACROSS C OMC A ST N B C U N IVER SA L B R O A D C A S T C A B L E , & D I G I T A L B R A N D S 8
  9. 9. NBC  USA  SYFY  WWE  CHILLER TELEMUNDO  UNIVERSO  2018 FIFA WORLD CUP  TELEMUNDO DEPORTES World Cup Qualifiers NBCSN  NASCAR  GOLF CHANNEL  NFL  NHL  PREMIER LEAGUE  NBC OLYMPICS BRAVO  OXYGEN  UNIVERSAL KIDS  E!  FANDANGO N B C U B R OA D C A ST, C A B LE, & D IGITA L B R A N D S NBC NEWS  CNBC  MSNBC  TODAY  NIGHTLY NEWS  MEET THE PRESS  CNBC PRIMETIME
  10. 10. 10 ONE TO MANY ONE TO ONE (HOUSEHOLD) NATIONAL LINEAR TV ADDRESSABLE VOD DIGITAL VIDEO & DISPLAY N B C U ’S A U D IEN C E STU D IO A U D I E N C E T A R G E T I N G A T E V E R Y L E V E L ONE TO ONE (USER ON DEVICE)
  11. 11. + Segment Discovery + Cross-Channel Analysis NBCU + ADOBE AUDIENCE MANAGER D I G I T A L A D T A R G E T I N G 11 DATA COLLECTION SEGMENTATION ACTIVATION + Characteristics + Engagements + Actions + Unified Profiles + Actionable Segments + Cross-Channel Controls 3RD-PARTY CONSUMER DATA NBCU 1ST-PARTY DATA ADVERTISER DATA (BYOD) AD SERVER
  12. 12. Fandango audience targeting for Despicable Me 3 resulted in significantly higher purchase conversion than standard RON display. DIGITAL TARGETING CASE STUDY D E S P I C A B L E M E 3 12 1.5% 6.9% Purchase Conversion CONVERSION RATE Standard RON Display Audience-Targeted Display P U R C H A S E C O N V E R S I O N4X+ Adobe Audience Manager &
  13. 13. Fandango audience targeting for The Fate of the Furious resulted in higher purchase conversion than standard RON display, plus increased brand engagement for Fandango. DIGITAL TARGETING CASE STUDY F A S T 8 : T H E F A T E O F T H E F U R I O U S 13 5.4% 2.4% 7.1% 5.8% Purchase Conversion VIP Membership Conversion CONVERSION RATES Standard RON Display Audience-Targeted Display H I G H E R P U R C H A S E C O N V E R S I O N 30% M E M B E R S H I P C O N V E R S I O N 2X+ Adobe Audience Manager &
  14. 14. 14

×