Kelly Campbell de Peacock
In the first NewFront in which Peacock participates, Kelly Campbell, president of the platform and Direct-to-Consumer of NBCUniversal, highlighted initiatives such as Peacock Premier and Peacock AX to extend the brand reach of its clients being Verizon and State Farm, two of the advertisers who have tasted its benefits and talked about their experience during the even “The Future of TV is here full stream ahead.”
The platform already has 28 million subscriptions, 75% of the goal set for the first five years. Their reach is more than 60 million users per month and Peacock has generated 5 billion hours of content viewed.
Campbell reported that last quarter alone they won 4 million subscribers and this year they are doubling the investment in content. She announced that in collaboration with Universal Pictures, the service will release three original movies in 2023: Shooting stars, Praise this and The killer.
In September, Peacock will become the streaming hub for Bravo and Telemundo, however, with Bravo they are going ahead to release the 14th season of The Real Housewives of Atlanta the day after its premiere on linear TV.
Campbell was joined by Laura Molen, President of Alianzas Advertising; Peter Blacker, Executive VP of Alliances with Agencies, Advertising and Partnerships; Krishan Bhatia, President and Chief Business Officer of Global Advertising and Alliances as well as, on the client-side, Matthew Coleman, Chief Marketing Officer for State Farm and Jennifer Gardner, VP of Media Platforms for Verizon.
Campbell highlighted platform enhancements to maximize the user experience in terms of discovering content and a cinematic screen display.
Blacker mentioned that to the eight ad innovations Peacock already offers, two more are being included: Peacock frame ad and Peacock in-scene ad.
The Peacock frame ad keeps users connected to the content they love while a brand frames their experience with contextually relevant messages and purchase offers, while the Peacock in-scene ad, integrates the product and/or brand message during post-production.
To conclude the presentation, Bathia from NBCUniversal highlighted that today NBCUniversal serves more than 2,200 marketers and more than 20,000 via programmatic. He pointed out that they are also investing in gaming -“3.8 billion players globally”- for which they have made an alliance with Anzu.
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