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Linda Yaccarino from NBCUniveral: Data and technology will change the advertising industry completely in the next five years
Manuela Walfenzao| 1 de junio de 2015
Linda Yaccarino, presidente de ventas de publicidad de NBCUniversal
Linda Yaccarino, President of Advertising Sales at NBCUniversal, shared her business strategy for the upfronts and highlighted how data has been the main topic of the discussion. Among her responsibilities are a robust TV portfolio, which includes two broadcasting networks, 17 cable channels and more than 50 digital properties.”Data and technology will change the advertising industry in the next five years, than what we have seen it change in the last 30″, explained Yaccarino. “NBCUniversal has a great scale, but it is part of a company like Comcast which has many technological possibilities and a direct relation with consumers. When you put all these things together you can see how it really benefits our advertisers and that is what takes up most of my days”.Regarding new types of upfronts, called NewFronts or People Front, she commented that upfronts are changing and will gradually adapt to the new times. “It is all based on consumer needs and interests, and we will continue to talk about it while the market evolves”, added the executive.Among her strategic advantages for advertisers in 2016, are: The Olympics next year for which they have designed a broad programming that allows to make the most of one of the most viewed events in the history of television; the coverage of live events such as football saturday nights, and they will keep Jimmy Fallon on The Tonight Show.
