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

Dade Hayes
·2-min read

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.

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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. NBCU’s announcement at CES was accompanied by similar ones by Disney and other big media players, all of which have been increasingly frustrated by measurement kingpin Nielsen’s struggles to reckon with the streaming era. While individual companies are routinely developing new tools, gaining broader acceptance for them as currency in the ad marketplace can be a trickier challenge.

The aim of the new tech is to enable connections, Marshall said, noting that the kinds of connections that exist between people and also with favorite sports teams, shows or movies should be able to be replicated in advertising.

“This is also what we all strive for our brands, to have your product show up in moments of consumer connection,” Marshall said. “Domino’s has been buying NBCU and its content for decades, because it works for their brand. 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.”

A separate test with Amgen and OMG also exceeded NBCU’s expectations, Marshall said, increasing in-target cross-platform reach by 38% and search volume by 22% compared with traditional methods.

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