NBCU To Roll Out New Linear, Streaming Ad Tools, With ‘Scaled Premium Content’
NBCUniversal is starting up new advertising innovations that combine its linear TV networks and its streaming platform, Peacock.
These include an option for a company-wide “takeover” effort for a brand which means that a brand could participate in a “takeover” of all NBCU/Peacock-related platforms to reach a broad range of viewers where and whatever they might be watching at a particular point in time. NBCU calls this ad tool “Spotlight+.”
NBCU says this could include brand exposure via original film on Peacock, a drama-filled show on linear TV or a third-party digital partner — where the marketer can be on all platforms, content, and screens.
NBCU described its new ad innovations as offering “scaled premium content.”
“Marquee Ad” is another ad innovation that NBCU is bringing to Peacock — now available on the streamer for live sports through a “scoreboard” or “premium placement”. NBCU says it puts a brand at the center of the action.
A third ad tool, “Power Break,” is a spin on NBCU’s “pause ad,” where after a viewer pauses content an advertisement will appear. NBCU says Power Break will improve its existing pause ads to feature a more customize around a brand’s message – including different colors, language, and creative.
NBCU pause ads are initiated after a video has been paused for more than five seconds. Many streaming and other platforms also use pause ads including Hulu, and DirecTV.
This builds on other Peacock advertising efforts — including “Pod Bounce,” where a brand can stand out during a show content in a limited commercial pod; “Highlight Ad”, a contextualized message appearing at a pivotal content moment on the screen; and an “In-Scene Ad” where a message is dynamically inserted into content.