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Direct Response Marketing

NBC and Microsoft Form Advertising Alliance

25 Jun, 2009 Response This Week


NEW YORK and REDMOND, Wash. – NBC Universal (NBCU) and Microsoft Corp. completed a deal to use Microsoft’s Admira television media marketplace to help plan and sell national and local broadcast and cable advertising inventory. The agreement comes just after a successful test of Admira, which was launched by NBC Local Media in March in the Los Angeles area.

Beginning in the fourth quarter, NBCU will make available some of its inventory from national broadcast and cable networks. For larger advertisers, Admira will enhance the existing relationship between NBCU and agencies by providing new planning tools for data-driven targeting and segmenting of specific audiences. For small and midsized clients, Admira will enable automated planning, buying, posting and billing processing across many of NBCU’s national broadcast and select local TV properties.

“This is all about improving ROI for clients and experimenting with next-generation metrics and processes,” says Mike Pilot, president of sales and marketing for NBCU. “Admira can help clients efficiently plan, buy and engage specific audience segments across the breadth of our broadcast and cable properties, enhancing the close relationships we have with all of our agency and client partners.”

Admira is designed to aggregate multiple sources of anonymous viewership data from satellite and cable systems and overlay it with purchase and geo-demographic data. The goal is to help advertisers and agencies to buy audiences that might have otherwise been overlooked by other TV ad platforms.

“Teaming with NBCU brings the planning, buying and selling of television inventory squarely into the digital realm,” says Scott Howe, corporate vice president of the advertiser & publisher solutions group at Microsoft. “Data-driven software is going to continue serving as a catalyst to help advertisers solve their biggest media challenges.”


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