14 DAY TRIAL // Microsoft and NBC universal have inked a deal that will make the NBCU advertising inventory available via the Microsoft Admira marketplace. According to the two companies, the Admira television media marketplace will enable advertisers a new level of control, flexibility and efficiency for the planning and acquisition of national and local broadcast and cable television advertisements. The software giant explained that it would start delivering ads to customers in the first quarter of 2009, when NBC Universal would open up select national broadcast and cable networks inventory. Neither party revealed the details of the agreement, let alone the financial terms.
"Teaming with NBCU brings the planning, buying and selling of television inventory squarely into the digital realm," said Scott Howe, corporate vice president of the Advertiser & Publisher Solutions Group at Microsoft, the platform and monetization engine for Microsoft Advertising. "Data-driven software is going to continue serving as a catalyst to help advertisers solve their biggest media challenges. Moreover, it's validation of Microsoft Advertising's vision to help advertisers and publishers engage with consumers on any screen, anywhere, at any time."
The focus of the new ad alliance between NBCU and Microsoft will be twofold. One of the segments of advertisers that stand to benefit will be large companies. The promise for them is the availability of new planning tools designed to deliver a deeper insight into specific segments of audiences for ad targeting. In addition, with Microsoft Admira, small to midsize clients will be able to leverage an automated process involving tasks such as planning, buying, posting and billing for their ads.
"NBC Local Media began testing the Admira system in March with inventory from L.A.'s Universal Sports Network digital channel and added inventory from KNBC, the NBC owned-and-operated station in Los Angeles, in the spring," Frank Comerford, president, Platform Development and Commercial Operations, NBC Local Media, added. "Our initial test of the system in L.A. is off to a great start. Admira provides us with the potential to help attract an entirely new segment of advertisers to the local marketplace, particularly small and midsize businesses that might not otherwise be able to buy local television station advertising, which is a huge leap forward."