U.S. HISPANIC
NBCUniversal: The relation between advertisement and content must be rethought
Maribel Ramos-Weiner| 4 de abril de 2019
Linda Yaccarino 1
In the context of the IAB Annual Leadership Meeting, Linda Yaccarino, president of Advertising Sales and Client Partnerships at NBCUniversal, spoke about how premium advertising is open to a new generation of disruptive brands.
“Currently, there are a ton of D2C disruptive dynamics that are seeking to grow. And they know they can’t grow without TV, so they want to enter and do it right now. However, TV has not been as receptive. That is why many of these companies are advertising on other platforms, because they lowered the entrance bar, but by doing so, they also lowered their standards.
That is why, recalled Yaccarino, they are facing the concern of brand safety. “no consumer or business must be penalized for the lack of enthusiasm in our industries to evolve. It is entirely possible to open the doors to more advertisers and still ensure that the media, the ecosystem is safe. We just have to tap into the transformation that is taking place around us and give more businesses the opportunity to build their brands in the only advertising media on the planet: TV.”
She recommended that as an industry, the relation between advertisement and content must be rethought. “We are not doing enough to help brands tell their stories. Let´s form a connection, let’s move people to action in a way that only TV can. There is no argument over this, because, in the end, any advertising means, including and especially TV, is good only when content and context are partnered.”
