She was widely respected in advertising circles for her smooth yet aggressive negotiation techniques, leading NBCUniversal’s revamp of their ad sales strategy, overseeing Peacock’s 2020 launch as an ad-supported streaming service and driving industry debate about new metrics as viewers migrated online.
She led a team that generated over $100 billion in advertising sales, according to her company profile that was taken down on Friday afternoon. Additionally, she formed partnerships with Apple News, YouTube, Snapchat and Twitter.
NBCU’s Global Advertising and Partnerships
At a time when advertisers are adapting to a shifting advertising industry, NBCUniversal is pushing a key initiative: flexible ad buying.
Media company News Corp announced today a significant expansion to their global One Platform advertising, technology, and data offering. Partnering with international broadcasters such as Apple News, RTL AdAlliance and Sky Media allows marketers to purchase addressable linear TV, CTV and premium digital video in over 190 countries throughout Europe, Asia and the Americas.
Mark Marshall, who served as president of advertising and client partnerships at NBCUniversal for nearly 10 years prior to being promoted as chairman of global advertising and partnerships, has been appointed chairman. He will replace Linda Yaccarino who resigned her position following Jeff Shell’s firing for sexual misconduct allegations against NBCUniversal Media Group Chairman in May. Mark will report directly to CEO Mark Lazarus rather than Yaccarino as his predecessor did.
NBCU’s Peacock
As it competes against Disney+, HBO Max, and Apple TV+ streaming services, NBCU’s Peacock streaming service has yet to produce the hit original that can attract subscribers and keep them coming back – yet. But that doesn’t mean its creators have stopped trying!
At launch, the platform provided access to existing shows from both NBC and cable networks (such as Parks and Recreation, 30 Rock, Family Guy, The Office, Brooklyn Nine-Nine, Will & Grace and Married… With Children), previous seasons of Yellowstone ( Paramount Network cable juggernaut) as well as numerous original series from creators including Tina Fey, Ed Helms Norman Lear and Mindy Kaling.
NBCU also boasts an expansive movie library, including recent Universal Pictures releases as well as classic flicks from their archives. Unfortunately, most major studio releases have already been contracted with other services but NBCU promises to fill any gaps when possible.
NBCU’s Digital Platforms
NBCUniversal’s digital streaming division remains in development. While Peacock service has made great strides with original programming like The Fresh Prince of Bel-Air reboot and classic hits like The Office, it still trails behind competing ad-supported apps on platforms such as TikTok and Snapchat in gaining advertisers’ interest.
To help marketers overcome these difficulties, NBCUniversal and linda yaccarino wiki has designed its proprietary identity stack, called One Platform, which brings together data from linear TV, digital, and social sources into one place. Together with its partners 4C Insights, FreeWheel and Operative, NBCUniversal Video Ads allows advertisers to reach target audiences efficiently across its entire selection of short and long-form video. NBCUniversal’s One Platform also provides privacy-safe query capabilities and measurement solutions that meet industry benchmarks, leading to successful partnerships with agencies and marketers, such as Dentsu, General Motors and JCPenney. As a leading media and entertainment company with leading television, movie, theme park operations and global reach NBCUniversal remains at the forefront.
NBCU’s Streaming Services
Media companies face stiff competition in attracting subscribers for their streaming services, from free options like Pluto TV and Adulodseys like Adored TV, to subscription services like Netflix, Amazon Prime and HBO Max. NBCUniversal hopes its new Peacock will stand out with an eye-catching library and attractive price of $0.
NBCUniversal-branded streaming service will make available many series from past seasons of The Office and other NBC comedies for viewers to stream anytime they please – starting with free access to 13,000 hours of VOD programming; an upgraded $4.99 per month plan offering channels and over 80,000 hours of content; as well as an ad-free option priced at $9.99 monthly subscription fees.
Peacock will depend heavily on its sports content to entice viewers, with live sports serving as a key driver of streaming services that aim to replace traditional cable bundles that are losing customers quickly and costing media organizations money. NBCUniversal plans on offering its sports content both through streaming services as well as linear TV, which could drive audience expansion.