Title

AWS re:Invent 2023 - NBCUniversal drives media effectiveness through modernized TV (MAE205)

Summary

• Introduction: Georgia Borghese, a Global Account Manager at AWS, introduces the session on how NBCUniversal is leveraging AWS to modernize TV and drive media effectiveness.
• NBCUniversal Overview: Jessica Reed, VP of Product Marketing at NBCUniversal, provides an overview of NBCUniversal's vast media network and introduces their proprietary tech stack, One Platform, which is powered by AWS.
• One Platform: One Platform combines premium video content with big tech advantages like first-party data, automated buying, and outcome-based measurement to modernize TV advertising.
• Data-Driven Linear TV: NBCUniversal uses AWS to optimize linear TV ad placements, moving towards a more digital ad server-like approach, reducing manual operations, and improving ad placement accuracy.
• In-Flight Optimization: NBCUniversal's AWS-powered log scheduler intelligently places TV spots to meet audience impression goals, reducing liability and increasing ad revenue.
• Clean Room Integrations: Eddie Lee, SVP of Enterprise Product at NBCUniversal, discusses how they use AWS Clean Rooms for secure data collaboration with partners, enhancing audience targeting and media effectiveness.
• Proof of Concept (POC): A POC demonstrated the effectiveness of combining Amazon ad signals with Peacock viewership data, resulting in better targeting and lower target CPMs.
• Conclusion: The session concludes with an appreciation of the partnership between NBCUniversal and AWS and an invitation for attendees to engage with further questions and attend related sessions.

Insights

• Industry Transformation: NBCUniversal is at the forefront of transforming the TV advertising industry by integrating big tech capabilities with premium video content, indicating a significant shift in how media companies approach advertising.
• AWS as a Foundation: AWS services, particularly S3, are foundational to NBCUniversal's infrastructure, enabling scalability, flexibility, and speed in going to market with new advertising solutions.
• Data-Driven Approach: NBCUniversal's move towards data-driven linear TV and cross-platform optimization showcases the growing importance of leveraging big data and predictive analytics in media planning and ad placement.
• Automation and Efficiency: The push for automation in ad scheduling and placement is a response to the inefficiencies of traditional manual processes, highlighting a broader trend towards digital transformation in the media industry.
• Privacy and Collaboration: The use of AWS Clean Rooms for data collaboration emphasizes the industry's focus on privacy and security when handling first-party data and partnering with other entities.
• Measurable Outcomes: The POC results underscore the tangible benefits of targeted advertising, such as increased reach and reduced costs, reinforcing the value proposition of NBCUniversal's modernized approach to TV advertising.
• Future-Proofing: NBCUniversal's modular and adaptable architecture with AWS ensures they are prepared for future changes in viewer behavior and technology, demonstrating a long-term strategic vision for media effectiveness.