MarketingVOX: NBCU seeks a more meaningful way than CPM to sell more targeted engagement to advertisers, reports ClickZ.
NBCU’s Beth Comstock admits television is not able to deliver ads to a targeted audience and that advertisers should pay based on ad effectiveness, not merely ad reach. “[Ultimately] we would like to be paid [for] advertising effectiveness,” Comstock said.
Toward that end, NBCU is developing Total Audience Measurement, a rough new quantitative figure upon which to base ad sales.
Total Audience Measurement gauges where people view NBC content. Advertisers will then be able to target demographic groups based on those numbers.
To experiment with the model and assess different forms of tracking, NBCU has also been working with TAMi, a system that provides a comprehensive view of where content goes and how people interact with it.
NBC is also working on proliferating content across multiple media channels. Recently they partnered with News Corp. for a new online distribution channel.
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- NBC, Affiliates Keep Eyes on New Media
- NBCU Preps ‘Breakers’ Online Video
- NBC Universal Exec Moves Highlight Digital Strategy
- NBC’s FirstLook.com to Premiere TV Episodes Online
