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  • Writer's pictureMichael Burns

Peacock & The Olympics Take Flight: NBCUniversal's Game-Changing Move in Programmatic Advertising

This summer, NBCUniversal is making waves in the advertising industry with an innovative approach to ad placements on its streaming platform, Peacock. Here's everything you need to know about this groundbreaking move:


  • NBCUniversal, the media powerhouse behind Peacock, is set to sell advertising slots for the Olympic Games programmatically for the first time ever.

  • With exclusive rights to the Olympic Games in the U.S. until 2032, NBCUniversal is leveraging Peacock to offer advertisers access to all 329 medal events of the 2024 Paris Olympics, totaling over 5,000 hours of live sports coverage.

  • Advertisers will have the opportunity to bid on these coveted Peacock ad spots through a strategic partnership with The Trade Desk, ensuring access to highly engaged audiences across a diverse range of sports, from traditional track and field to newer additions like surfing and skateboarding.

  • This move marks a significant shift in accessibility, allowing small and medium-sized agencies and advertisers to tap into the immense reach and engagement of the Olympics like never before.

  • The Peacock platform has already witnessed a 40% increase in advertisers over the past year, indicating a growing interest in its advertising capabilities.

  • Beyond the Olympics, advertisers can also purchase programmatically on Peacock for live coverage of the U.S. Olympics Trials and the Paralympic Games, further expanding opportunities for targeted advertising.

  • Programmatic advertising offers marketers the flexibility to buy in real-time and optimize campaigns for maximum impact, supported by robust measurement and targeting capabilities.

  • NBCUniversal is empowering advertisers with access to first-party data integration, enabling enhanced audience targeting and performance measurement through leading identity solutions such as Unified ID 2.0, Google's Publisher Advertiser Identity Reconciliation, and LiveRamp's RampID.

  • With a vast reach of 90 million households and 97% of content viewed on big-screen TVs, NBCUniversal boasts unparalleled living-room engagement, surpassing even platforms like YouTube.

  • Peacock's commitment to live sports content is evident, with plans to offer live events on 300 days out of the year in 2024, reinforcing its position as a premier destination for sports enthusiasts.

  • Leveraging Generative AI, NBCUniversal is enhancing audience targeting by analyzing over 300 emotion-based segments to understand purchase behaviors and optimize ad delivery accordingly.

  • The introduction of the One Platform Total Measurement framework integrates viewership insights with outcome-based metrics, providing advertisers with a comprehensive understanding of campaign performance across platforms.

  • Peacock is undergoing a transformative redesign to enhance the viewer experience for Olympics fans, featuring intuitive browsing options, real-time medal count tracking, and the innovative Virtual Concessions offering, allowing viewers to purchase food and beverages directly through ads.

  • In a move towards interactive viewing experiences, Peacock introduces "Discovery Multiview," enabling fans to stream multiple events simultaneously and customize their viewing preferences, setting a new standard for sports streaming platforms.


Peacock's foray into programmatic advertising signifies a paradigm shift in the industry, offering advertisers unprecedented access to premium sports content and advanced targeting capabilities. As NBCUniversal continues to innovate, the future of advertising on streaming platforms looks brighter than ever.

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