NBCUniversal Makes Bid for Local Auto Advertising

NBCUniversal hopes to drive away with more ad dollars from local auto marketers.

The Comcast-backed media conglomerate has launched a new tool that aims to boost the ability of local auto advertisers to use the company’s streaming video inventory. NBC Spot On Automotive lets local auto dealers connect to opportunities to place ads in both English and Spanish across the Peacock streaming hub and various NBCU media properties. The offering is part of NBC Spot On, NBCUniversal’s advanced local OTT advertising platform, which whic launched in 2020.

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Volkswagen of America has signed on as a partner, utilizing the new solution to offer a streamlined, coordinated platform for brand and local advertising to its U.S. dealer network. “Democratizing premium content, once only available at a national or regional ad association level, is a huge win for our entire dealer network and brand,” said Rachael Zaluzec, senior vice president of marketing and customer experience for Volkswagen of America, in a statement.

With big advertisers demonstrating mixed feelings about TV ad spending, many traditional media companies are making a new moves to court their smaller counterparts. The traditional media sector is grappling with declines in traditional ad sales as more TV viewers migrate to streaming and as advertisers navigate what has been a foggier economic outlook.

The new tool is fueled in part by technology partner Constellation, helps clients generate content that can be run on the NBC Spot On platform. The offering provides comprehensive reporting, a streamlined billing process, and the abilities to target specific audiences as well as use first party data.

.”We are positively impacting the overall auto ecosystem putting the capabilities directly into the local dealerships’ hands,” said Shawn Makhijani, senior vice president of business development and strategy and NBC Spot On for NBCUniversal Advertising & Partnerships, in a statement. “And, it is extremely exciting to launch with our long-standing brand partner, Volkswagen and looking forward to collaborating with others in the marketplace to achieve their business goals.”


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