NBCUniversal has unveiled its full-scale launch of 'One Platform Total Audience', an AI-driven technology bringing together all of its screen offerings in a cross-platform, audience-based advertising platform for commercial partners.

The technology is designed to provide brands with unduplicated reach across linear and streaming platforms through a single media buy. It uses machine learning and predictive analytics on top of the media company's first-party data plus that supplied by advertisers to produce the single media plan against specific audiences, with access across NBCUniversal's full content portfolio.

Among new features are automation for budget allocation across linear and streaming, programmatic guaranteed buys and enhanced integrations across the media ecosystem.

The company has set an ambitious target to transact 50% of its business on strategic audiences by 2024.

This move is part of NBCUniversal's significant investment in advanced advertising capabilities, including new automation and enhanced data interoperability. The company claimed for Q1 2024, the platform has sold out across all major categories, including tech, auto, and retail. NBCUniversal plans to expand access to the platform in Q2 2024 as a result.

Early metrics suggest provided by the media company claimed campaigns run cross-platform with a strategic audience lead have delivered advertisers a 25% higher brand engagement rate than narrow age and gender demographics for the same brands. This indicates a shift in the advertising landscape, with nearly 60% of NBCUniversal's advertising clients using audience-based buying to drive incremental value. There has been a +25% growth in strategic audiences compared to a year ago.

Chairman of NBCUniversal Global Advertising & Partnerships, Mark Marshall, said 2024 will be a watershed year for change.

"Seismic shifts in measurement will throw everyone's media mix models up in the air, presenting a singular opportunity to transact on strategic audiences and measure real KPIs for marketers," he said. "With One Platform Total Audience, we are empowering our clients to supercharge their media schedules in a whole new way and maximise the effectiveness of their ad dollars to achieve their business goals."