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Several media companies make performance-outcome guarantees with marketers, in which the deals are centered around metrics that prove TV’s ability to drive behavior—like in-store foot traffic and website visits—instead of traditional age and gender demos.
But NBCUniversal is taking those partnerships to another level, introducing a tool that gives brands the ability to understand the impact of their overall NBCU media spend on total sales, not just a single campaign.
That offering, called Total Investment Impact, moves beyond campaign-level outcome guarantees to demonstrate the effectiveness of an advertiser’s investment across all campaigns, screens and platforms, according to a blog post today from NBCUniversal’s Kavita Vazirani, evp, insights and measurement, and Pankaj Kumar, svp, advertising impact.
NBCUniversal is partnering with Honda for the beta launch of the new tool, which is available to any interested automotive brands.
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