Martech: Martech is Marketing Logo
  • Topics
    Transformation
    Operations
    Data
    Experience
    Performance
    Management
    Special Reports
    All Topics
  • Conference
  • Webinars
  • Intelligence Reports
  • White Papers
  • What is MarTech
    Mission
    Team
    Newsletter
    Search Engine Land
    Third Door Media

Processing...Please wait.

MarTech » Data » NBCUniversal launches self-serve programmatic ad portal for Peacock TV

NBCUniversal launches self-serve programmatic ad portal for Peacock TV

Will give small- and medium-sized businesses easier access to ad inventory and measurement tools.

Constantine von Hoffman on May 2, 2022 at 11:46 am

NBCUniversal has unveiled a self-serve programmatic ad portal for its Peacock TV streaming service, allowing greater access for businesses of all sizes.

What it does. Scheduled to launch in the second half of this year, Peacock Ad Manager will give performance marketers and their agencies access to “full-funnel attribution” ad measurement. It will incorporate the Peacock AX audience management platform, enabling “precision audience and geo-targeting and built-in performance measurement across the purchase funnel — from website visits to app downloads to purchase conversion.” 


Get the daily newsletter digital marketers rely on.

Processing...Please wait.

See terms.


The service, developed for NBCU by CTV ad-tech firm tvScientific, lets advertisers enter their budget, choose their target audience and KPIs, upload creative, and measure delivery as well as performance. The goal is to make Peacock more accessible for local and small- and medium-sized businesses. It will allow anyone “to unlock advanced targeting, performance insights, and attribution for the many advertisers who don’t have existing [demand-side platform] relationships,” Krishan Bhatia, NBCU president said in a statement.

Growing audience. This comes at a key moment for Peacock, which is expected to hit 64.3 million US viewers this year, up 25% from 51.5 million the year before, according to eMarketer. That viewership will mean it is reaching one-fifth of all internet users. At current growth levels it will expand to more than one-fourth by 2026, for a total of 84.2 million viewers. 

While Netflix recently lost 200,000 subscribers on news that it would have an ad-supported subscription tier, Peacock faces no such challenge. Of Peacock’s 24.5 million active subscriber accounts at the end of 2021, only a third existed at the free level. The majority of paid Peacock accounts are also ad supported, making ads a major revenue stream for the platform. 

Even with the increases Peacock will still be far behind CTV leaders Netflix, which has more than 170 million viewers, Amazon Prime, Hulu, Disney+ and HBO Max, all of which have well over 80 million subscribers. However, it will rank ahead of ESPN+ and Apple TV+.

Why we care. Programmatic ads and marketing automation should be a boon for small- and medium-sized businesses. That said, it is sometimes the case that using them can be challenging and expensive. If NBCU’s system operates as described it will aid SMBs as we head into rockier economic times.

Read next: How to drive email innovation with programmatic coverage


New on MarTech

    A winding path to marketing and analytics
    Contentstack debuts no-code Automation Hub
    Why we care about advertising: A marketer’s guide
    Instacart launches shoppable ads
    The rise of omnichannel content platforms

About The Author

Constantine von Hoffman
Constantine von Hoffman is managing editor of MarTech. A veteran journalist, Con has covered business, finance, marketing and tech for CBSNews.com, Brandweek, CMO, and Inc. He has been city editor of the Boston Herald, news producer at NPR, and has written for Harvard Business Review, Boston Magazine, Sierra, and many other publications. He has also been a professional stand-up comedian, given talks at anime and gaming conventions on everything from My Neighbor Totoro to the history of dice and boardgames, and is author of the magical realist novel John Henry the Revelator. He lives in Boston with his wife, Jennifer, and either too many or too few dogs.

Related Topics

AdvertisingDataDigital Transformation

Get the daily newsletter digital marketers rely on.

Processing...Please wait.

See terms.

ATTEND OUR EVENTS The MarTech Conference logo.

June 7, 2022: Master Classes

September 28-29, 2022: Fall

Start Discovering Now: Spring

Learn More About Our MarTech Events

The SMX Conference logo.

June 14-15, 2022: SMX Advanced (virtual)

November 14-15, 2022: SMX Next (virtual)

March 8-9, 2022: Master Classes (virtual)

Learn More About Our SMX Events
Webinars

Benchmark Your Social Media Performance For a Competitive Edge

Take a Crawl, Walk, Run Approach to Multi-Channel ABM

Content Comes First: Transform Your Operations With DAM

See More Webinars
Intelligence Reports

Enterprise SEO Platforms: A Marketer’s Guide

Enterprise Identity Resolution Platforms

Email Marketing Platforms: A Marketer’s Guide

Enterprise Sales Enablement Platforms: A Marketer’s Guide

Enterprise Digital Experience Platforms: A Marketer’s Guide

Enterprise Call Analytics Platforms: A Marketer’s Guide

See More Intelligence Reports
White Papers

How to use AI to make your PR more human

The State of Influencer Pricing

How to Measure Influencer Performance

Reputation Management For Healthcare Organizations

Unlock the App Marketing Potential of QR Codes

See More Whitepapers

Receive daily marketing news & analysis.

Processing...Please wait.

Topics

  • Transformation
  • Operations
  • Data
  • Experience
  • Performance
  • Management
  • All Topics
  • Home

Our Events

  • MarTech
  • Search Marketing Expo - SMX

About

  • What is MarTech
  • Contact
  • Privacy
  • Marketing Opportunities
  • Staff

Follow Us

  • Facebook
  • Twitter
  • LinkedIn
  • Newsletters
  • RSS

© 2022 Third Door Media, Inc. All rights reserved.