Finding the right context for traditional television commercials and creating platform-specific creative are challenges and opportunities for brands and their agencies. When it comes to the latter, being screen agnostic is a plus, according to NBCUniversal’s Linda Yaccarino.

“I think the creative agencies are wrestling with two things,” the media company’s Chairman of Advertising Sales & Client Partnerships says in this interview with Beet.TV in advance of the 2017 Cannes Lions festival.

One is the power of a 15- or a 30-second ad. “Because In the right context, there really is unparalleled impact so that’s still going to be part of a media plan,” Yaccarino says.

She also believes that agencies are going to experience “a time of incredible opportunity as they figure out how to create content for the different platforms.”

NBCU’s mantra is screen agnostic, platform specific, according to Yaccarino.

“Creative, whether it’s the content itself or the advertising that goes along with it, really needs to be specific to that platform experience,” she adds.

This is because a user on Snapchat has different expectations and can consume and ingest content in very different ways than it does on Facebook or YouTube or when they’re watching This Is Us on NBC.

“So I think that’s a great opportunity for creative development,” Yaccarino says.