NBCUniversal's One23 Pom Kev Sib Tham Hauv TV Thaum Kawg Npaj Rau Lub Sijhawm Prime

"Lawv txhua tus luag thaum Edison kaw suab" - George thiab Ira Gershwin

Kuv ntseeg tias Thomas Edison tau tsim lub tswv yim ntawm kev sib tham sib TV tom qab nws kaw suab. OK, tej zaum tsis yog, tab sis kuv paub los ntawm kev paub ntawm tus kheej muaj pes tsawg xyoo lawm qhov dawb huv grail tau nyob ib puag ncig, kom sib yuav tiag tiag "cov ntsiab lus thiab kev lag luam." Ntawm NBCUniversal peb lub rooj sib tham tsim tawm txhua xyoo, One23, lub tuam txhab tau cog lus tsis yog yav tom ntej tab sis txawm tias tam sim no qhov no yuav txhais tau tias kev lag luam loj hauv Asmeskas kev lag luam tshaj tawm.

NBCU's One23 txheej txheem tau nthuav dav ntau dua li kev sib tham sib TV. Ua ntej ntawm One23 Kuv tau tham nrog Linda Yaccarino, Tus Thawj Coj ntawm NBCU Kev Tshaj Tawm Ntiaj Teb thiab Kev Koom Tes; Krishan Bhatia, Thawj Tswj Hwm thiab Tus Thawj Saib Xyuas Kev Lag Luam rau kev lag luam; thiab Josh Feldman, nws CMO, thiab nug lawv cov lus nug txog hnub nyoog: "Dab tsi ua rau qhov kev tshwm sim 'Ib Tug' txawv ntawm lwm qhov xwm txheej 'Ib Ib'?" thiab dab tsi rov qab los hauv kev sib tham ua si tawm hauv 4-teev adtechapalooza uas ua raws.

Yaccarino tau sau tseg rau ntawm theem tias "Peb nyob ntawm no hnub no los sawv ntsug rau 'thiab'." Nws tau hais tshwj xeeb rau qhov xaus qhov yuam kev "txawm li cas los xij" cov kev xaiv uas tau ua rau muaj kev cuam tshuam rau kev txhim kho ntawm kev sib koom ua ke thiab digital TV ad platform, xws li kev tshaj tawm lossis tshaj tawm, cov nplai loj lossis cov ntaub ntawv digital precision thiab kev ceev ntiag tug lossis kev tshaj tawm. Txawm hais tias Yaccarino tau hais txog cov ntsiab lus no, nws cov lus yog ib qho piv txwv rau One23 tag nrho - muaj ntau qhov "thiab" ntawm cov zaub thoob plaws.

Raws li Bhatia tau taw qhia rau kuv, Ib 21 yog hais txog kev nthuav qhia lub zeem muag ntawm kev sib koom ua ke ntawm cov kab thiab digital TV yav tom ntej. Ib qho 22 tau tsom mus rau NBCU thawj kauj ruam nrog cov lag luam thiab cov koom tes thev naus laus zis tsim nyog los ua tiav ntawm lub zeem muag. Thiab One23 yog hais txog kev cog lus ntawm kev xa khoom - ntawm no yog qhov peb tab tom ua tiag tiag, thiab nws yuav txhais li cas. Los yog, raws li Yaccarino hais rau kuv, "kev sib koom ua ke tiag tiag ntawm Big Media thiab Big Tech." Hnub ntawd suav nrog kev sib sau ua ke ntawm cov neeg sawv cev ntawm lub Joint Industry Committee (JIC), suav nrog cov koom haum tshaj tawm thiab execs los ntawm NBCU cov neeg sib tw ParamountLUB NEEJ
thiab Televisa Univision, txhawm rau thawb mus rau qhov tshiab tshaj tawm video tshaj tawm txiaj. One23 qhia txog Peacock Ad Manager, digital-like self-service platform, la Facebook thiab GoogleGOOG
, tso cai yooj yim yuav ntawm TV-nyob ib sab tshaj tawm los ntawm cov lag luam me. Thiab nws txawm hais tias GM's Deborah Wahl qhia peb txhua tus ntawm cov lus cog tseg ntawm cov tsheb hluav taws xob txuas ntxiv mus.

Txawm tias nyob rau hauv lub hiav txwv ntawm qhov kev hloov no, ib tug tiag tiag kev sib tham sib TV lag luam tej zaum yuav dawb huv tshaj plaws - los yog tsawg kawg yog lub sij hawm ntev tshaj - grail ntawm tag nrho cov. Thaum ntxov li xyoo 1990, kuv tau sib tham txog - rau NBC qhov tseeb - nrog cov tuam txhab thev naus laus zis tsis nco qab ntev los coj cov peev xwm sib tham sib rau cov neeg saib TV, tsis muaj leej twg coj mus rau leej twg lub kaus mom kub (txawm tias ib tus exec tau mus rau qhov tseem ceeb hauv Google txoj haujlwm) . Fits thiab pib hauv daim teb no tau tshwm sim txij li thaum.

Raws li Feldman tau piav qhia rau kuv thiab ntawm theem, nws tsis yog tias lub tswv yim tsis yog qhov zoo - tib neeg nyiam cov ntsiab lus nyob, lawv nyiam yuav khoom, thiab lawv xav kom nws yooj yim li sai tau. Txhua tus paub txog "kev ntxias" ntawm kev yuav Rachel lub tsho tiv no nyob thaum saib Cov phooj ywg, txawm tias tsis muaj leej twg ua tau. Rau Feldman thiab NBCU, nws tsis yog lub zeem muag uas tsis muaj kev nkag siab - lub thev naus laus zis tsuas yog tsis tau npaj txhij. Tab sis NBCU yog banking uas, nyob rau hauv cov lus ntawm ntau tus kws qhia football, "lub neej yav tom ntej yog tam sim no."

Yog tias NBCU muaj NorthStar ntawm kev sib tham hauv TV thiab kev ua lag luam nyob, nws yog cov ntaub ntawv muaj zog rau nws hauv Asia. Npojntsig tau tshaj tawm tias kev lag luam livestream tau nce txog $ 300 nphom hauv Suav teb xyoo 2021, thiab kwv yees tias yuav dhau mus. $ 500 billion thaum kawg ntawm lub xyoo no. Tag nrho US TV tshaj tawm kev lag luam muaj cov nyiaj tau los hauv thaj tsam ntawm $ 70 billion (qhov twg nws tau daig rau qee lub sijhawm). Rau kev lag luam uas nyob rau hauv ib qho xwm txheej yuav tawm tsam kom tswj tau - tsis txhob xav txog kev loj hlob - cov neeg tuaj saib kev ntaus nqi thiab cov nyiaj tshaj tawm, kev sib tham sib tham thiab kev lag luam nyob hauv kev lag luam yog lub lauj kaub kub kub uas muaj lub sijhawm tiag tiag nyob rau qhov chaw tshaj li zaj sawv tech.

Ntawm qhov ua tau zoo, NBCU gameplan rau kev sib tham, kev lag luam nyob streamed pib nrog qhov nws hu ua "Yuav tsum ShopTV" (ah, nco txog hnub Thursday hmo ntuj kev ntaus nqi domination). NBCU tau koom tes nrog KERV Sib Tham Sib Tham los ua kom muaj kev yuav khoom nyob tau rau cov neeg siv Peacock. Raws li KERV Tus Thawj Saib Xyuas Nyiaj Tau Los Jay Wolff tau taw qhia, hauv kev sim nrog NBCU KERV tau txheeb xyuas tsuas yog ib ntu ntawm Cov Vaj Tse Muaj Tseeb Ntau tshaj 17,000 cov khoom sib cais uas tuaj yeem muag tau. Qhov ntawd ntau glitz thiab tej zaum yuav muag ntau yog tias nws ua haujlwm.

NBCU tseem tab tom nrhiav rau piggyback ntawm kev lag luam muag khoom lag luam tawm xov xwm network, qhov twg cov neeg tshaj tawm tau nce ntxiv kom tau txais txiaj ntsig ntawm kev tswj vaj tsev hauv online. NBCU's "Retail Media Extension Network" nrhiav kev pab txhawb cov hom kev lag luam no rau cov lag luam me thiab txuas rau NBCU lub peev xwm ua haujlwm ib yam nkaus. NBCU yav dhau los tau tsim nws tus kheej NBC Checkout tech platform, thiab tshaj tawm nws thawj daim ntawv tso cai tawm sab nraum NBCU, nrog The Daily Mail leveraging nws rau onsite ecommerce.

Puas yuav pob ntawm kev sib tham sib tham nyob rau hauv kev lag luam pib ntxiv rau kev lag luam loj rau NBCU thiab nws cov neeg koom tes? Yog tias muaj, sai npaum li cas? Thiab tam sim no dab tsi xav tau rau qhov tshwm sim? Rau tag nrho cov ntawd, kuv ntshai peb yuav tau tos One24.