NBCUniversal (NBCU) recognized that their mass media company heritage hindered their goal to be seen as a media company that could target effectively. The perception gap was particularly galling, when there is a wealth of consumer information across the corporation.
Mike Rosen, EVP, Advanced Advertising and Platform Sales at NBC, explained how NBCU overcame the challenges in shifting to a new way of conducting business at the ARF’s 2018 FINANCExSCIENCE event
. Their evolution involved incorporating new measurements, hiring new talent, and dealing with organizational adjustments.
NBCU’s new view? “Let’s start with the segmentation. Let’s understand what’s the best targeting, apply the best data to it, and then have it run all the way through and have measurement and currency be the same lofty ambition rather than always going to something that is the least common denominator.”