NBCUniversal Says Domino’s Sold 38% More Pizza After Buying Ads Through Its Cross-Platform Tool
NBCUniversal says ad technology it rolled out earlier this year helped drive a 38% increase in sales for Domino’s in a recent trial.
The media giant closed its upfront presentation with the statistic and other findings detailed for the first time by Mark Marshall, Chairman, Global Advertising & Partnerships, at the NBCU upfront Monday in New York. Marshall laid out first-quarter results from One Platform Total Audience, a cross-platform tool introduced at CES last January that helps advertisers find strategic audiences across linear and digital on a single media plan.
A test conducted with Domino’s and its agency, Group M, tracked actual purchases on the pizza chain’s app and website. Compared with legacy transactions, the One Platform Total Audience schedule delivered a +38% increase in sales, Marshall said.
“Domino’s has been buying NBCU and its content for decades, because it works for their brand,” he said. “Yet, One Platform...
The media giant closed its upfront presentation with the statistic and other findings detailed for the first time by Mark Marshall, Chairman, Global Advertising & Partnerships, at the NBCU upfront Monday in New York. Marshall laid out first-quarter results from One Platform Total Audience, a cross-platform tool introduced at CES last January that helps advertisers find strategic audiences across linear and digital on a single media plan.
A test conducted with Domino’s and its agency, Group M, tracked actual purchases on the pizza chain’s app and website. Compared with legacy transactions, the One Platform Total Audience schedule delivered a +38% increase in sales, Marshall said.
“Domino’s has been buying NBCU and its content for decades, because it works for their brand,” he said. “Yet, One Platform...
- 5/13/2024
- by Dade Hayes
- Deadline Film + TV
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