Peacock's Home Commerce Play, New Audience Measurement and Data Initiatives Move Forward at NBCUniversal's One23 Conference

What started three years ago as an NBCUniversal preUpfront presentation directed at ad tech developers has turned into a halfday conference attracting a variety of advertising marketing and TV programming officials Along with all the tech announcements accompanied for the first time by breakout sessions offering deeper dives into them One23 included a panel session with executive representatives of OpenAP39s joint industry committee working to generate a cohesive certification framework for transacting TV advertising and accurately measuring consumer reaction to ad campaigns Participating companies besides NBCUniversal on the committee include Paramount Omnicom Media Group Havas Media Warner Bros Discovery and TelevisaUnivisionquotWe39re bringing these worlds of big media and big tech together with big data and big partnershipsquot declared Linda Yaccarino NBCUniversal39s Global Advertising and Partnerships Chairman during her opening One23 remarks quotWe39re stacking up for quality content and quality measurement We39re finally moving away from a single measurement source and a broken system A multicurrency system is inevitable and availablequotLeading off the parade of Peacock developments MustShop TV where consumers will have the ability to order products on the spot that show up in various programs Checkout the transaction process NBCUniversal implemented last year on parent Comcast39s Xfinity cable systems will handle MustShop TV purchases At first viewers will have the option to use their voice remotes to trigger an order or to scan a special QR code displayed on the screen Peacock is expected to launch MustShop TV in the near futureWatch With another new Peacockexclusive feature will premiere in a few weeks when the second season of BelAir gets underway At least one episode of season two will display reactions from the series39 stars or production team during the show and give viewers the chance to ask questions of them live Peacock will approach sponsors to partner up with individual Watch With eventsBeyond both Must Shop TV and Watch With Peacock will introduce more interactive ad formats to its lineup of live sports content such as a replayed highlight with a sponsor tag create new virtual inscene product placement through a collaboration with digital tech developer TripleLift and offer Ad Manager an easier way for small and midsize national advertisers who use social media andor search engines exclusively to create targeted measurable campaigns via PeacockIn the near future NBCUniversal and MarketCast will introduce a content quality index designed to incorporate the creative quality of content and advertising into audience measurement across linear and smart TVdevicedistributed services Kelly Abcarian NBCUniversal39s Executive Vice President of Measurement ampamp Impact invited attendees to crusade for crossplatform measurement practices that incorporate content quality quotGuys we can39t accept the current environmentquot she said quotWe have to go beyond counting The currency we39ve used for measurement will disappear Change is coming no matter what There is a difference and now we can quantify itquotOn the data front NBCUniversal Chief Data Officer John Lee promised that by the end of March advertisers will get ongoing access to a variety of firstparty data breakdowns of consumer behavior among superfans across the entire spectrum of NBCUniversal services The data will be assembled into thousands of specific consumer attributes quotNew content sponsorships and product placement campaigns can be tied in with these attributesquot Lee saidExecutive after executive on the OpenAP panel called for more companies to enter the ad tech arena to stimulate innovations that lead to the kind of crossplatform transaction and viewer research process everyone can live with quotThere39s a ton of integration work that needs to happenquot explained John Halley Paramount39s President of Advertising quotThe scale has to work for everyone or it doesn39t work There39s a sense of urgency to attack this issue with a timeline and a set of shared standards that get put in placequotquotCompetition will help innovation and bring down costsquot added David Campanelli Executive Vice President and Chief Investment Officer at Horizon Media quotWe also need consistency having a 40 million household base to gauge viewing habits versus a 40000household basequotWhatever system gets formulated must take into account communities of color and other unique demographics urged TelevisaUnivision Executive Vice President of Business Development Sarah Squiers quotThe current system is horriblequot she asserted quotRepresentation is critical amp8230 a moral imperative You have to include these lucrative consumersquotMore ad agencies media buying firms and TV programmers are expected to join OpenAP39s committee prior to April 25 when it is scheduled to make an inperson presentation of its ownClick the social buttons to share this content with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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Peacock's Home Commerce Play, New Audience Measurement and Data Initiatives Move Forward at NBCUniversal's One23 Conference

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Simon Applebaum

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Peacock's Home Commerce Play, New Audience Measurement and Data Initiatives Move Forward at NBCUniversal's One23 Conference

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