NBCUniversal says Domino's Pizza has seen a 38% increase in pizza sales as a result of buying ads through its platform

NBCUniversal announced that advertising technology it introduced earlier this year helped Domino's Pizza increase sales by 38% in a recent test.

The media giant concluded its Upfront presentation with statistics and other findings detailed for the first time by Mark Marshall, Chairman of Global Advertising & Partnerships, at the NBCU Upfront in New York on Monday. Marshall presented first quarter results for his One Platform Total Audience, a cross-platform tool he introduced at his CES last January. This tool helps advertisers find strategic audiences across linear and digital in a single media plan.

The test, conducted in conjunction with Domino's Pizza and its distributor GroupM, tracked actual purchases on the pizza chain's app and website. Compared to traditional transactions, One Platform Total Audience scheduling increased sales by +38%, he said.

“Domino's Pizza has been buying NBCU and its content for decades because it helps their brand,” he said. “Yet, One Platform Total Audience increased sales by 38% just by finding the right connections with the right consumers at the right time.”

The purpose of new technology is to enable connections, the executive said, and advertising should be able to recreate the kinds of connections that exist not just between people but with their favorite sports teams, shows and movies. It pointed out.

“This is also an effort by all of us as brands to ensure that our products appear in the moments of connection with our consumers,” Marshall said. “Domino’s Pizza has been buying NBCU and its content for decades because it helps their brand. Yet One Platform Total Audience helps them connect with the right consumers at the right time. Just finding the right connections increased sales by 38%.”

Marshall said another test with Amgen and OMG also exceeded NBCU's expectations, increasing cross-platform reach within targets by 38% and search volume by 22% compared to traditional methods.

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