About seven days ahead of last week's NewFronts digital content showcases held by Yahoo, Aol, The Weather Company, Blip, Digitas and others, NBC Universal tried to get a jump on things with its own interactive presentation, which it dubbed "Digital.Amplified." Although it was a participant in the NewFronts last year, the feeling this year was that as an established media company that still has its primary business centered in the worlds of broadcast and cable TV, Comcast-owned NBCU would go its own way to highlight those connections.
Besides, it provided a bit more room between its digital event and its main content event, the network upfront, which will be held on Monday. AdExchanger spoke with Peter Naylor, EVP Digital Media Sales at NBCU, about the different ways online ad methods – including programmatic and the rise of mobile – have factored into the network's strategy for selling its fall programming lineup to marketers and media buyers.
AdExchanger: How important is cross-platform ad sales to this year's upfront?
PETER NAYLOR: Cross-platform selling is important in the upfront because consumers are embracing our content on all the platforms where we make it available. Many years of NBCU research looking at cross-platform consumption from our full episode player at nbc.com to the London Olympics tell us that those marketers whose message reaches a consumer on more than one platform enjoy outsized response rates for message association, ad awareness and purchase intent.
So we not only go to market during the upfront talking about GRPs, but we also talk about digital, sponsorships, branded content, innovation and marketing franchises with our customers. NBCU’s Digital.Amplified event was a great way to elevate the awareness and demand for all of the possibilities we want marketers to be aware of as we bring them to market.