During Macy’s Thanksgiving Day Parade, Google will utilize NBCUniversal’s new ad capability designed to address advertisers’ struggles with audience fragmentation across linear, streaming and digital video.

Google will be the first advertiser to use NBCU’s “Spotlight+,” a capability the media company debuted during this year’s NewFront and upfront season that will serve a campaign across its streamer Peacock and partner sites, such as Fandango or Apple News, as well as in primetime on NBCU linear channels. The media company’s partnership with Google curates the capability for the “Macy’s Thanksgiving Day Parade.”

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Throughout the three-and-a-half-hour event, which airs at 8:30 a.m. ET on Nov. 23, Google will air three ads unique to the parade. The series will follow the Radio City Rockettes as they get ready for their performance during the live event, showing off features from Google’s Pixel 8 phone such as camera capabilities to remove background noise, composite subject’s best facial expression from multiple photos and use AI to simplify photo editing. The spots were created by Google’s creative team in collaboration with NBCU Creative Partnerships.

The spots will air during the live broadcast on NBC, Peacock and in Spanish on Telemundo. An additional Google holiday ad will air during the broadcast.

“At NBCUniversal, we are always looking for meaningful moments to bring our audiences together, no matter where they are,” said Sari Feinberg, senior VP of marketing and content partnerships for NBCUniversal Advertising and Partnerships, in a statement. Zach Overton, senior director of U.S. marketing, Devices and Services, at Google, added, “We’re excited to bring these features to life contextually, in partnership with NBCU, during one of the year’s most memorable holiday experiences.” 

During last year’s parade, Google partnered with NBCU and Macy’s similarly on three spots that showcased the tech company’s Pixel 7 phone’s photo editing capabilities. Last year’s Macy’s Thanksgiving Day Parade reportedly reached 27.7 million viewers across NBC and Peacock, per Nielsen.