This document discusses how partnerships between media companies like NBC Universal and technology companies like Adobe have allowed for more personalized targeting of consumers across channels. It provides examples of how NBCU has been able to use Adobe Audience Manager to improve targeting for movie studio clients, increasing conversion rates by 4-5x for digital display campaigns promoting films like Despicable Me 3 and Fast 8. The partnerships have also helped grow NBCU's overall digital audience, ranking it as the #2 digital publisher behind Google.

1. PARTNERSHIP
REDEFINED
A l i B o h r a | A d o b e | D i r e c t o r o f P r o d u c t M a r k e t i n g & S t r a t e g y
D e n i s e C o l e l l a | N B C U n i v e r s a l | S V P A d P r o d u c t s & S t r a t e g y

2. R EMEMB ER W H EN
TV LOOKED LIKE
TH IS?
2

3. TECHNOLOGY + THE CONSUMER JOURNEY =
MOR E TOU C H POIN TS TH A N EVER
3

4. CONSUMERS HAVE MORE CHOICES THAN EVER
Source: eMarketer, Time Spent per day with major media, 2016 estimate. Monthly time spent is estimated based on daily time spent.
Nielsen Total Audience Report Q1’6. Total Adults.
MONTHLY
TIME SPENT
BY MEDIA
7X Stations
/ Month
20X Channels
/ Month
Other
Print
86X Mobile Sites or Apps
/ Month
55X Sites
/ Month
4
TVMobile
Radio
PC
34%
22%3%
3%
12%
26%

5. CONVERGENCE BETWEEN TV AND DIGITAL
5
50%
of This Is Us consumption is from non-linear platforms.
91%
of This Is Us consumption is on a TV screen.
Live+SD DVR 1-35
VOD 1-3
VOD 4+ OTT PC/Mobile
Source: NBCU TAMI report, 9/16/2016–8/31/2017, A18-49.

6. PARTNERSHIPS BRING NBCU TO THE #2
D IGITA L PU B LISH ER , B EH IN D GOOGLE SITES
6
*
131
141
148
155
155
180
184
186
204
241
Turner Digital
Apple Inc.
CBS Interactive
AOL, Inc.
Comcast…
Amazon Sites
Microsoft Sites
Yahoo Sites
Facebook
Google Sites
131
141
148
155
180
184
186
204
224
241
Turner…
Apple Inc.
CBS…
AOL, Inc.
Amazon…
Microsoft…
Yahoo Sites
Facebook
Google Sites
Top 10 Digital Publisher Ranker
(Total Digital Multi-Platform Unique Visitors, Millions)
Sites
Sites Sites
Sites
Sites
NBCU w/o Partnerships NBCU w/ Partnerships
Source: comScore My Metrix, Audience Duplication Report. Base is P2+ (desktop), P18+ (mobile), Period: June 2017
Sites

7. Q1 2016
Q1 2017
Q1 2016
Q1 2017
Q1 2016
Q1 2017
Q1 2016
Q1 2017
Live + DVR/Timeshifted TV
DVD/Blu-Ray Device
AM/FM Radio
Game Console
Multimedia Device
Internet on a PC
App/Web on Smartphone
App/Web on a TabletMillennials
MEDIA BEHAVIOR VARIES BY GENERATION
7
Source: Nielsen National Panel (TV), RADAR 133 (Radio), Netview (PC), EMM (Smartphone and Tablet), Q1 2017, P2-20, 21-37, 38-52, 53-70, Nielsen National Panel
(TV), RADAR 129 (Radio), Netview (PC), EMM (Smartphone and Tablet), Q1 2016, P2-19, 20-36, 37-51, 52-69 (accounts for aging of generations) *Generation Z - Mobile
data excluded due to privacy regulations among minors, Radio limited to ages 12-20
Gen Z
Gen X
Boomers
Daily Media Time Spent
(HH:MM)
4:32
4:41
10:10
9:25
11:57
10:48
13:15
11:58

8. ADOBE AUDIENCE MANAGER USAGE ACROSS
C OMC A ST N B C U N IVER SA L
B R O A D C A S T C A B L E ,
& D I G I T A L B R A N D S
8

9. NBC  USA  SYFY  WWE  CHILLER
TELEMUNDO  UNIVERSO  2018 FIFA WORLD
CUP  TELEMUNDO DEPORTES
World Cup Qualifiers
NBCSN  NASCAR  GOLF CHANNEL  NFL  NHL 
PREMIER LEAGUE  NBC OLYMPICS
BRAVO  OXYGEN  UNIVERSAL KIDS  E! 
FANDANGO
N B C U B R OA D C A ST, C A B LE, & D IGITA L
B R A N D S
NBC NEWS  CNBC  MSNBC  TODAY 
NIGHTLY NEWS  MEET THE PRESS  CNBC
PRIMETIME

10. 10
ONE TO MANY
ONE TO ONE
(HOUSEHOLD)
NATIONAL
LINEAR TV
ADDRESSABLE
VOD
DIGITAL VIDEO
& DISPLAY
N B C U ’S A U D IEN C E STU D IO
A U D I E N C E T A R G E T I N G A T E V E R Y L E V E L
ONE TO ONE
(USER ON
DEVICE)

11. + Segment Discovery
+ Cross-Channel Analysis
NBCU + ADOBE AUDIENCE MANAGER
D I G I T A L A D T A R G E T I N G
11
DATA COLLECTION SEGMENTATION ACTIVATION
+ Characteristics
+ Engagements
+ Actions
+ Unified Profiles
+ Actionable Segments
+ Cross-Channel Controls
3RD-PARTY
CONSUMER
DATA
NBCU
1ST-PARTY
DATA
ADVERTISER
DATA (BYOD)
AD SERVER

12. Fandango audience targeting for Despicable Me 3
resulted in significantly higher purchase conversion
than standard RON display.
DIGITAL TARGETING CASE STUDY
D E S P I C A B L E M E 3
12
1.5%
6.9%
Purchase Conversion
CONVERSION RATE
Standard RON Display Audience-Targeted Display
P U R C H A S E
C O N V E R S I O N4X+
Adobe
Audience Manager
&

13. Fandango audience targeting for The Fate of the Furious
resulted in higher purchase conversion than standard
RON display, plus increased brand engagement for
Fandango.
DIGITAL TARGETING CASE STUDY
F A S T 8 : T H E F A T E O F T H E F U R I O U S
13
5.4%
2.4%
7.1%
5.8%
Purchase Conversion VIP Membership Conversion
CONVERSION RATES
Standard RON Display Audience-Targeted Display
H I G H E R
P U R C H A S E
C O N V E R S I O N
30%
M E M B E R S H I P
C O N V E R S I O N
2X+
Adobe
Audience Manager
&

14. 14