National marketers want “scale that’s smart” by combining the best data from digital platforms with premium television content. And to close the loop, they want to be able to transact on a currency that reflects their desired business outcomes, says NBCUniversal sales chief Linda Yaccarino.
She wants to “shine a light on the need for the industry to reach out beyond legacy metrics so we can promise our clients, the national marketers, an improvement to their business.”
This was a big theme in NBC’s TV Upfront last week.
In this interview with Beet.TV at the annual Digital Media Summit of LUMA Partners, Yaccarino talks about what advertisers have been waiting for, the value of parent Comcast’s set-top box data and the company’s newly expanded relationship with Snapchat in the form of a daily news show on the social platform.
While no one argues the value of premium content and its impact on an advertising campaign, “How great would it be for us to be able to transact on a currency that reflects their outcomes to improve their business,” says Yaccarino, who is Chairman of Advertising Sales & Client Partnerships for NBCU.
She dismisses traditional ratings like C3 and C7 as “an approximate number of who may or may not have watched out show that we have to wait three weeks to get.” Lacking better metrics, marketers have lacked “the data they craved or were promised form the digital platforms combined with the scale of premium content.”
She cites NBCU’s audience tools and studio, largely powered by data from parent Comcast’s set-top boxes, as providing insights that can be married together with consumer data “to have a good prediction” of advertisers’ business outcomes.
As ADWEEK reports, NBCU just announced that NBC News will produce Snapchat’s first daily news show. Yaccarino says what started out as a “very modest relationship” with the social platform for the Rio Olympics “changes every single day.”
This segment is part of a series leading up to the 2017 TV Upfront. It is presented by FreeWheel. To find more videos from the series, please visit this page.