How NBCUniversal Will Make Peacock More Advertiser-Friendly
By Movieguide® Contributor
Peacock is rolling out a variety of new features that will change users’ experiences and allow advertisers to make their ads go farther on the platform.
Peacock will soon begin to incorporate AI and machine learning to help advertisers predict how their content will land with viewers based on the performance of previous ads. This will be especially useful during live events when ads may or may not run depending on the state of the event.
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Peacock will also be adding a “Live in Browse” feature, automatically playing the top live events in a small window when users first open the app. This feature is already implemented into platforms owned by Disney, Fox and Warner Bros. Discovery.
“Our One Platform ecosystem has maximized our marketers’ reach and scale over the past five years to prove TV is a performance vehicle in a way no other product in the marketplace has,” said Mark Marshall, Chairman, Global Advertising & Partnership at NBCUniversal.
“Now, as we head into our next century, we are kicking off a slate of unrivaled content combined with cutting-edge technology and exceptional end-to-end advertising solutions that will drive demand in new ways and provide long-term viability for our clients,” Marshall continued.
This update to Peacock comes after NBCUniversal’s parent company announced it is siloing off its cable ventures from the rest of its business. This restructuring helps protect the rest of the business from its cable side if it ends up going bankrupt, allowing Peacock to succeed regardless of cable’s fate.
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