NBCUniversal Says Domino’s Sold 38% More Pizza After Buying Ads Through Its Cross-Platform Tool

deadline.com:

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 Total Audience drove a 38% increase in sales just by finding the right connection to the right consumer at the right time.” As streaming gains traction and the pay-TV bundle keeps shrinking, a range of players are straddling the digital and linear worlds and trying to offer diverse inventory to advertisers.