NBCUniversal partners with Instacart for retail media data

NBCUniversal and Instacart have expanded their existing strategic partnership with a new retail media workflow designed to open up audience-based advertising opportunities for CPG (consumer packaged goods) brands on Peacock.

The partnership involves first-party data collaboration, with plans to launch streaming in the second quarter and then expand to linear. According to NBCU, advertisers will be able to reach consumers in their markets through NBCU’s streaming content and measure the impact of their advertising campaigns by accessing ad impression and purchase data. As of the end of the first quarter, Peacock had 34 million subscribers, an increase of 3 million during the period.

“We are committed to helping consumer packaged goods brands connect with and excite high-intent consumers wherever they advertise,” Tim Castelli, vice president of global ad sales at Instacart, said in a statement. “Soon, NBCUniversal advertisers will Can leverage Instacart’s first-party audience data to enhance their streaming marketing campaigns and prove the effectiveness of their marketing campaigns through our closed-loop measurement. Consumers can see CPG ads on streaming media. And have the product delivered to them via Instacart in as fast as an hour – a win-win for both consumers and brands.

NBCU said it is expanding its partnership with Instacart to not only bring value and a powerful experience to mutual customers, but also deliver the same promise to advertisers.

Alison Levin, president of NBCUniversal Advertising & Partnerships, said in a statement: “Advertisers are increasingly focusing on strategic audiences, and through this partnership, CPG brands will be able to connect with the next generation of grocery shoppers in a highly engaging environment. ” We will leverage NBCUniversal’s complete portfolio and market-leading daily coverage, combined with Instacart’s measurement and data capabilities, to drive results for marketers. ”

NBCU and Instacart have been partners since November, when the media company’s Peacock Premium streaming service became part of all Instacart+ memberships in the U.S. at no additional cost. Now, the two are joining forces to enhance audience-based buying for advertisers.

Consumer brands in particular are expected to invest in digital video this year. The IAB recently predicted that CPG will be the leading category for digital video ad spending in 2024, growing 20% ​​this year to $12.6 billion.

First-party audience data and commercial elements are two areas where NBCU has been working to strengthen its streaming properties.

These include creating more than 300 emotion-based AI audience segments and introducing shoppable TV experiences for select Bravo shows on Peacock, including a partnership with Walmart. On the consumer goods side, ahead of the upcoming 2024 Paris Olympics, NBCU has launched a feature called “Virtual Offers” for Peacock, in which the company plans to partner with last-mile food and beverage delivery services and prompt viewers at the end of Order snacks or drinks in a moment. NBCU has also been working on piloting privacy-focused first-party data sharing with advertisers through Google’s PAIR (Publisher Advertiser Identity Harmonization) tool.

It’s not the only streamer to partner with Instacart, either. Last April, Roku partnered with the delivery service to combine the streaming platform’s best-in-class data with Instacart’s purchase data insights to measure the impact of streaming ads on Roku on e-commerce purchases.

Streamers and retailers are seeking mutual benefits as they look to leverage first-party and purchasing data to better target and measure the impact of ads and drive sales. Another forecast from Advertiser Perceptions predicts that U.S. connected TV ad spending will grow more than 16% to $21.45 billion by 2024. Retail media advertising spending will exceed $20 billion. For more information on why advertisers want to leverage retail media through CTV, read here and here.

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