At its third annual developer conference on Wednesday, NBCUniversal introduced a range of new products and capabilities aimed at enhancing the media company’s appeal to advertisers
, digital, social and linear TV. This year’s confab features appearances by Apple co-founder Steve Wozniak and NBC late-night host Jimmy Fallon. With an emphasis on technology, it is designed to complement the annual NewFronts and upfronts presentations by NBCU to advertisers in May.
A press release issued at the start of the conference highlighted 18 initiatives across areas like measurement, data, innovation, commerce. One part of the business remaining in the spotlight is measurement, given the ongoing struggles by legacy market leader Nielsen to persuade ad buyers and sellers it is fully equipped for the digital world. NBCU announced an expansion of its efforts to certify third-party measurement firms, with the goal of boosting alternatives and supplements to Nielsen.
Another item in the release was an expansion of the company’s “in-scene” ad capabilities, which were announced last year. NBCU is teaming with TripleLift to allow ads to be digitally inserted into 2D signage as well as 3D product placement during post-production.
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