Ahead of the 2026 Consumer Electronics Show, NBCUniversal is showcasing its new AI-powered advert choices.
On Tuesday, the corporate invited the press to 30 Rockefeller Plaza, with Mark Marshall, chairman, world promoting and partnerships, and different execs onhand to introduce a brand new suite of merchandise. These merchandise embody AI-powered Contextual Targeting in Live, Live Total Impact, and Performance Insight Hub, every with its personal distinctive set of capabilities.
“Premium video is more valuable to advertisers than ever, and with these new innovations, we are providing solutions clients have been asking for, backed by the power of NBCUniversal’s entire cross-platform ecosystem—setting a new industry standard for success,” Marshall mentioned.
The standout product was the AI-powered Contextual Targeting in Live, geared towards the community’s video-on-demand content material and stay programming, together with sports activities and different occasions. The AI-powered device constantly scans content material, guaranteeing the fitting advert or artistic routinely aligns with probably the most related moments on demand or as they unfold stay.
The aim is easy: Get customers the fitting advert on the proper time.
Ryan McConville, evp, chief product officer, promoting platforms & operations, demonstrated the device’s performance, displaying how a Bounty clean-up advert could be the primary to air within the subsequent business break after a fumble throughout an NFL recreation. In one other instance, a State Farm advert with Caitlin Clark might air instantly after a three-point buzzer-beater in an NBA recreation.
Meanwhile, Live Total Impact is designed to leverage real-time viewership of stay tentpole moments and prolong that engagement throughout NBCUniversal’s complete ecosystem. Additionally, Performance Insights Hub (PIH) is a proprietary intelligence platform that gives advertisers with a unified view of marketing campaign supply, viewers insights, and full-funnel, in-flight efficiency.
NBCU additionally debuted three new advert models for streaming platform Peacock. These embody Arrival advertisements, a first-of-its-kind presence on a consumer’s profile web page that enables manufacturers to personal the primary impression as quickly as viewers enter the platform. Live-in-browse will allow manufacturers to face out by an on-screen expertise on Peacock’s residence web page as viewers start scrolling. Finally, full-screen pause advertisements would permit advertisers to entry a high-impact format by programmatic assured offers.
As NBCUniversal plans a giant 12 months in 2026, advertisers will get to make use of these merchandise throughout the media big’s many tentpole occasions. Among the highlights, NBC is celebrating its one hundredth anniversary, and its sports activities division is gearing up for the Super Bowl, the NBA All-Star Weekend, the Winter Olympics, and the FIFA World Cup on Telemundo.
Marshall says the brand new instruments will work throughout NBCUniversal’s footprint, together with broadcast, cable, and streaming, with the choices displaying up in sports activities, news, leisure, and Spanish-language programming.
“All of this does not happen unless you don’t have the right content, the right solutions, the right data, the right partners, and thankfully the right team,” Marshall mentioned.