While NBC has brought full-players episodes of shows to the TV Upfronts, this will be the first time it will bring NBC News Digital video clips to the annual industry ad marketplace, says Peter Naylor, EVP of Digital Media Sales, in this segment from the Beet.TV executive summit on big data.
He explains that “video is so coveted now, particularly at the top of the pyramid,” where NBC is positioned.
He says that the company large news portfolio has been “tethered” by technology, using FreeWheel to organize the inventory into a package for marketers. (FreeWheel manages ad insertion into video clips and live programming for NBC and other broadcasters.)
As far as data around advertising sales, Naylor says while some form of programmatic buying is inevitable, NBC is selling out it inventory directly to marketers at very high rates.
This Beet.TV event took place at NBC headquarters in New York. It was sponsored by RAMP.