U.S. HISPANIC
NBCUniversal: We’ll see a big shift of ad dollars toward streaming
Maribel Ramos-Weiner| 22 de abril de 2022
Brian Steinberg Laura Molen NBCU NATPE Virtual
Laura Molen, president of Advertising Sales and Partnerships for NBCUniversal Media, LLC., is excited to be a part of the streaming world in this new media renaissance. Molen gave the initial keynote: “The big deals of advertising”, during the event “Natpe virtual: The evolution and transformation of TV”.
Molen talked about Peacock and how it started with just 10 ad partners and now has over 100 advertisers, with the event moderator, Brian Steinberg, editor of Variety.
She explained that at Peacock there is a kind of council with several clients that offer insights into consumer habits and their preferences regarding advertisements within the platform. Through this Peacock Council, NBCUniversal shares with its members exclusive content, data from its audience and ad research.
For Molen AVOD has a “bright” future. The best premium content can coexist with ads if they are crafted in the right way. She indicated that the ads in Peacock have a 95% lift in familiarity; and that Peacock’s ad load is only five minutes with advertisement innovations while other competing streamers this load can range from 10 to 17 minutes.
Molen emphasized all the innovations in advertisements that streaming allows, such as the advertisements that are inserted when the viewer pauses the content, which is a kind of “very innovative” billboard. “Ad recall is 41% higher in Peacock than in other spaces,” she said.
She highlighted that ads innovations in streaming allows things such as its insertion when the viewer pauses the content, which is a kind of “very innovative” billboard. “Ad recall is 41% higher in Peacock than in other spaces.”
It will be possible to note a great change in the allocation of advertising dollars towards streamers in the next Upfronts and Newfronts, she said. “We are going to see massive demand and the change of dollars moving to streaming. We are already seeing them in our portfolio.”
Molen announced that Peacock will offer more sports opportunities for advertisers in the coming months. It already has the Premiere League, NFL, MLB games and soon the World Cup, among others.
