NBCU, Microsoft to Test Selling TV Spots Via Web Tools

First Google. Now NBC Universal is working with Microsoft to test selling TV spots via a suite of Web-based tools.

The two companies announced on Thursday (June 18) that the NBC Local Media group began selling a select portion of television ad inventory from two networks in Los Angeles last March via Microsoft’s Admira platform. Admira is a product of Navic Networks—a company that Microsoft acquired about a year ago. The platform is designed to enable advertisers to purchase specific audience demographics using set top box data–and also automatically manage and track inventory.

Following the March test in the Los Angeles market, NBCU said it now plans to begin testing Admira to sell inventory from across its broadcast and cable networks to both small and large advertisers. According to executives, large agencies can use Admira for its planning data, while small advertisers can use the platform to purchase inventory through an automated Web dashboard.

Though similar in nature to its Google TV partnership, Admira does not sell via an auction model.

“This is all about improving ROI for clients and experimenting with next-generation metrics and processes,” said Mike Pilot, president, sales and marketing, NBC Universal.