In what it says will be an offer combining “unmatched talent, innovative content, and sensory experiences”, NBCUniversal has unveiled its suite of new content and commercial innovations for the 2020-2021 season.
The slate is said to range from set on set to brand fusion, with new creative ad formats that the company says will enable it to connect brands and audiences with higher engagement and impact globally across NBCUniversal's One Platform. The 11 new ad formats provide what NBCUniversal adds is “unprecedented” access to creative and talent resources, tap into the senses to empower marketers' stories to stand out, and offer new ways for advertisers to innovate in how they tell their stories globally.
The new slate of content and commercial offers spans three key categories: unmatched talent; innovating content; innovating content. With the former, NBCUniversal says that it is taking its Talent as Influencers programme to the next level and claims that previous executions of Talent as Influencers have led to double-digit gains in ad differentiation and attention, compared to the standard commercial experience. With the 2020-21 slate of ad innovations, NBCUniversal is building on the previous offer, providing “unprecedented” partnership opportunities with its expansive creative and talent resources globally.
Offering a rationale for making a strong play in innovation, NBCUniversal quoted research that it said shows that 92% of viewers appreciate commercial innovations compared to standard ads, while 88% are more likely to remember the featured brand. What's more, 78% are less likely to change the channel.
"At NBCUniversal, we're committed to freeing brands from the limitations of traditional advertising by empowering them to transform culture into connection, attention into engagement, and passion into purchase intent," said Josh Feldman, executive vice president, head of marketing and advertising creative at NBCUniversal. "Clients and agencies alike are looking for creative, authentic ways to partner, and reach audiences with a highly engaging viewer experience. With these new formats, we're bringing bold creative visions to life by democratising access to our talent, and introducing new ways to engage the senses and hold attention spans."