With Peacock’s National Rollout, NBCU Creates ‘the Future of Advertising’
Linda Yaccarino on writing a 'completely new playbook'
Peacock’s new ad formats offer “the right ads at the right time, in the right context,” said Linda Yaccarino.
Peter Kramer/Peacock
Key insights:
- Lighter ad loads and frequency caps on Peacock solve some of its rival streamers' biggest pain points.
- Some of the advertising innovations on Peacock have already made their way to NBCU's linear channels.
In early 2018, Linda Yaccarino, NBCUniversal’s chairman of advertising and partnerships, pitched then-CEO Steve Burke and the NBCU executive committee on what at the time was an off-the-wall idea: creating an free, ad-supported streaming service (AVOD), instead of the SVOD subscription services on the market or in the works from competitors like Netflix and Disney.
