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Transformative trends in the TV advertising business are discussed by industry leaders Marc Pritchard, Chief Brand Officer, Procter & Gamble; Linda Yaccarino, Chairman of Global Advertising and Partnerships, NBCUniversal; and Jeff Green, Founder and CEO, The Trade Desk. They explain that viewers shift to streaming entertainment and increasing marketers’ concerns over brand safety are impacting their strategies.

Yaccarino notes, “We had to come together. Yes, absolutely meet the consumer at where they are, right? And where they’re going, and that meant wherever, whenever they wanted to consume. A company like NBCUniversal on a monthly basis, something about 200 million people consume 30 billion-ish minutes of our [digital] content. We have a responsibility to them. To be able to meet them where they are with partners that I’m able to guarantee safety and transparency, that was what accelerated the marketplace to finally change.”

Green adds, “We’ve seen marketers get more deliberate than they’ve ever been in 2020. It’s a really important moment because of the advent of CTV [connected TV]. They also have more digital choices than they ever have. It’s not just the desire to be more deliberate, and in some cases discriminate against content that they don’t want to be against, but to also have the choices to do it. Those two things have worked together to empower marketers in a way that they’ve never been before, and it’s going to transform that upfront into a forward market, and it’s going to make marketers and publishers better.”

Pritchard notes, “What Jeff [Green] was describing is the inevitable future, which is that all advertising and media will become some form of digital, some form of programmatic data-driven and automated. Which then will enable us all to define the audiences that we want to reach, define what programming we want our brands to be associated with, and then be able to allow that to happen and to recognize as well.”