AdExchanger Talking Advanced Audiences With NBCU's Alison Levin
Sep 10, 2024
Alison Levin, the president of advertising and partnerships at NBCUniversal, discusses the dramatic shift in TV ad buying to advanced audience targeting and programmatic methods. She shares humorous anecdotes about the industry's evolution and the importance of data management. The conversation dives into the rise of live sports advertising, the challenges of programmatic sales, and the transformative impact of AI in marketing. Levin also emphasizes strategies for optimizing programmatic TV campaigns using first-party data.
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Bill Murray Flight Story
- Allison Levin once sat next to Bill Murray on a flight and spent three hours getting his humorous childbirth tips.
- She tells the story to illustrate a memorable personal moment and jokes her daughter’s godfather is Bill Murray.
Consumers Value IP Over Delivery
- Levin says consumers relate to IP not delivery, so publishers must unify linear and streaming to deliver large engaged reach.
- NBCU reaches over 90% of US households monthly and is building tech to plan, target, and attribute across the full portfolio.
Buy Strategic Audiences Not Just Demos
- Do buy strategic audiences and measure outcomes rather than defaulting to age/gender demos.
- NBCU launched Opta and partnerships (Instacart, Kochava) to prove cross-portfolio audience targeting improves results and efficiency.