Live from New York, Highlights from NBCU One23 Event
Advertisers don’t just want to reach an audience – they want to make an impact on them. That was the theme from today’s NBCU One23, the company’s annual advertising kickoff event with agencies and brands in NYC.
During the mainstage presentation, Kelly Abcarian, NBCU’s EVP of Measurement and Impact, introduced a new “Content Quality Index,” created in partnership with MarketCast, to understand how the quality of entertainment and the ad experience combine to contribute to advertising performance.
This comes at a time when Abcarian and many industry insiders believe new measurement frameworks will reduce the value of premium content by focusing too much on audience reach. According to Abcarian, just focusing on reach will treat all audience impressions equally, whether ads sit next to critically acclaimed programming or user-generated viral videos.
“We all know content quality matters when it comes to advertising performance, and now we can quantify it,” said Abcarian. “We shared today how the impact of content and platform quality can be significant. When the content is premium, advertisers see their KPIs going up by double-digits versus content on user-generated platforms. This new Index has the power to ensure advertisers have better information to make smarter investment decisions.”
Supported by MarketCast’s Brand Effect Resonance Ratings™, the Content Quality Index uses Smart TV data and always-on research to measure the impact of content and platform quality on advertising recall and breakthrough. Abcarian believes the addition of this new Index and MarketCast’s Resonance measurement will help evolve the industry beyond just counting impressions to understand how performance is directly influenced by great content and platform experiences.
Abcarian was joined on-stage by NBCU’s Lyndsey Albertson, VP of Ad Experiences and Impact Measurement, and Ben Cunningham, Sr. Manager, Ad Experience Measurement, to show some real proof points. Together, they walked the One23 audience through examples of Content Quality Index data (from MarketCast), showing ads in NBCU’s premium content outperforming advertising across other platforms.
The session concluded with a lively discussion about the future of impact measurement featuring MarketCast’s Amy Fenton, EDO’s Josh Lee, Dumbstruck’s Jeff Tetrault, and Abcarian, hosted by Matter More Media’s Tracey Scheppach. The panel dove into a future of measurement that will include connectivity between reach, resonance, and emotion measurement, all with the aim of achieving a multi-currency ecosystem.