NBC is guaranteeing advertisers social media impressions with its Social Synch product. NBCU has been using Social Synch for a few months already and according to an AdAge report, the Social Synch campaigns are “generating up to 33% more engagement than its paid posts alone.”
Mazda used Social Synch for its “Drive for Good Campaign,” and Audi used the product in its Emmy campaign last year. The idea is to connect on-air talent and programming and run on air ads concurrently with digital ones. The product streamlines the social element to campaigns. From AdAge:
It also removes some of the red tape that’s involved in social media campaigns, which includes rights to content and being able to package a broad social footprint. It often requires a significant amount of time and effort to manage individual elements of a social activation, but Social Synch is designed to streamline this process.For example, rather than an advertiser having to go to each individual social media partner, NBC Universal ties the sponsorships and integrations into a unified effort.
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Social Synch also seems like an expansion on Twitter Amplify, which also helps brands get their messaging out on-air and on Twitter concurrently. In a statement, NBC says that:
its advertisers have been asking for their brands to be included into all social conversations around NBCUniversal content, said Scott Schiller, executive vice president of digital advertising sales, NBCUniversal. “As the media landscape continues to fragment, scale is proving more important than ever and our content is driving some of the most popular social conversations,” Schiller stated.
It’s a good solution to blurring the lines between on-air and digital platforms. By working them together, brands can execute truly digital-first, shareable campaigns.