NBCUniversal’s chairman of ad sales and client partnerships sat down with VIP president and chief media analyst Andrew Wallenstein, alongside Jeff Green, CEO of The Trade Desk, in Variety’s Headliner Conversation at CES in January to talk about NBCU’s One Platform marketing strategy heading into 2020.
“We are throwing the gauntlet down to where the industry was going to make a very accelerated shift to giving marketers choices to find those audiences on any screen, anytime, where ever,” she said.
“If I get an ad that’s attached to a cultural phenomenon like ‘This Is Us’, a cultural mainstay like ‘SNL,’ I remember it, I’m affected by it and I go out and buy stuff.”
Not long after CES, NBCU began to market its new Peacock streaming service with a promotional piece showing all the standout moments of a young woman’s life, some of which involved watching video entertainment with friends and family.
The concept was partially conceived by Yaccarino, along with the company’s in-house partnerships team led by Josh Feldman and Steve Rummer, and NBCU is one of many entities working to put forward the notion that ads are good for TV viewers, not bad.
“Consumers and advertisers deserve better,” she said during the conversation. “We’re taking the friction out of the process to make the experience better for both our viewers and the marketer.”
The conversation with her and Green went on to cover how they are leading the charge of optimizing connected TV revenues, including their thoughts on how Peacock will bring new opportunities to the advertising community.