NBC Spot On Launches Automated Precision Solution for T3 Auto Advertisers Democratizing Access to Premium Streaming Video
NBCUniversal’s “Spot On Automotive” Enables Automated Buying and Seamless Execution for More Impactful Advertising Enhanced by Constellation’s Tier 3 Expertise
Volkswagen of America Signs On as First Partner to Utilize New Capability
New York, NY – February 1, 2024 – Today, NBCUniversal launched an automated precision tool, “Spot On Automotive,” bringing simplicity, efficiency, and precision to local auto advertisers buying premium CTV video for the first time. The media and entertainment company is enhancing its premium local CTV solution, NBC Spot On, with global marketing tech company, Constellation, to connect local auto dealers to the brand safe video marketplace. From news to entertainment to sports, in both English and Spanish, across Peacock, NBCU properties and select premium third-party video publishers, this marketing tech capability presents a new solution for local dealers and national auto brands to maximize the effectiveness of their local media spend. Volkswagen of America leads the charge as the first brand partner, utilizing the new solution to offer a streamlined, coordinated platform for brand and local advertising to its US dealer network.
This end-to-end solution deconstructs the complexity of local media buying empowering local dealers to navigate the premium video landscape with ease. NBCUniversal’s co-op certified marketing tech partner, Constellation leverages dynamic content generation to produce full creative content for dealers and OEMs. This content is specifically designed to be run on the NBC Spot On platform. With Constellation, local auto advertising is taken to new heights, as it not only delivers engaging content but also provides comprehensive reporting, streamlined billing process, as well as co-op and compliance management. This partnership enables local automotive retailers to directly control their marketing dollars, streamline authentic creative and target key in-market audiences across screens in one place. In addition, local auto dealerships can pair their first-party data with NBCUniversal’s first party data in a privacy-minded environment to reach auto intenders down to the zip code without compromising scale while minimizing waste.
The first-of-its-kind capability presents the ultimate flexibility for this specific category of advertisers, bridging the gap between national and local automotive tiers for more holistic business impact. “Spot On Automotive” is part of a larger priority to provide efficient solutions for local advertisers to break through today’s complex media marketplace starting with auto dealerships with plans to expand to additional priority categories.
“At NBCUniversal, we like to say – to think globally, you have to act locally. Because local markets hold immense influence with audiences wherever they are. That is why we are investing in our local advertising capabilities for our partners to connect with their consumers,” said Shawn Makhijani, Senior Vice President of Business Development and Strategy & NBC Spot On, NBCUniversal Advertising & Partnerships. “By leveraging the power of NBC Spot On’s offering including Peacock, the industry’s most complete streamer, and pair it with Constellation’s seamless and effective buy-side management operations, we are able to transform what the future of local advertising can look like in the auto space. We are positively impacting the overall auto ecosystem putting the capabilities directly into the local dealerships’ hands. And, it is extremely exciting to launch with our long-standing brand partner, Volkswagen and looking forward to collaborating with others in the marketplace to achieve their business goals.”
“Personalized advertising on a local scale is a time-consuming challenge for companies in the automotive sector,” said Diana Lee, CEO and founder of Constellation. “We’re committed to condensing these inefficient and complicated ad processes and this joint venture with NBC Spot On was a natural next step for us and our customers. This cutting-edge new solution will make local advertisement development and buying a fast and seamless process for automotive advertisers.”
“Volkswagen is thrilled to be part of this innovative opportunity to our Dealers with NBC and Constellation,” said Rachael Zaluzec, Senior Vice President of Marketing & Customer Experience, Volkswagen of America. “Democratizing premium content, once only available at a national or regional ad association level, is a huge win for our entire dealer network and brand.”
This new development follows the established success of NBC Spot On, NBCUniversal’s advanced local OTT advertising platform to make CTV buying easy which launched in 2020. The platform provides the most comprehensive mix of local OTT inventory and the only way to access local Peacock inventory at scale. Combined with advanced forward-thinking technology, NBC Spot On also makes targeting and measuring a reality for local advertisers of all sizes.
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