The tools include an Attention Lab which blends creative work with metrics testing, including eye tracking for consumer attention and advertising effectiveness.

‘Retro Ads’ allows advertisers to test creative work designed to reflect a particular era aligned with a television show or film, while the company’s augmented reality portal will connect fans of content to the metaverse.

The Picture-in-Picture Expanded Storytelling tool provides interactive content experiences on social media or digitally using a QR code and a second-screen experience.

Sequential Storytelling will use NBCUnified first-party data to tell a brand’s story to audiences, while an Interactive Countdown Clock will help marketers with product premieres or launches.

The Shop Drop tool has been released to provide commerce-enabled activations for product launches, while a Double Box Creative in Context product will used contextual intelligence to provide relevant advertising to viewers.

A NBCUniversal ‘Social Studio’ will allow brands to tap into social media discussions of NBCUniversal products.

Josh Feldman, global chief marketing officer at NBCUniversal Advertising and Partnerships, said: “For NBCUniversal, the ad experience is the user experience.

“Over the last five years, we’ve been committed to making the viewer experience just as enjoyable as the way viewers consume, engage with, and are impacted by brands on our platform.

“We know that advertising works – and our latest commercial innovations blend the best of new tech trends, informative insights and data, as well as creative and content into new opportunities for advertisers of every size and in every industry.”