NBC Universal has teamed up with Yahoo’s demand-side platform to give advertisers direct access to Peacock’s streaming and live content inventory. It is a programmatically guaranteed inventory, thereby facilitating scatter-buying and upfront buying. Programmatic guaranteed means the inventory is reserved for that buyer at a negotiated price.
With a limited number of streaming services, audiences are willing to pay for and many subscription streams stalling advertising-funded platforms become a more appealing option. In general, advertisers are more willing to invest in TV campaigns with larger audiences as long as the complex CTV buying environment does not deter them. This deal will increase the reach of advertisers’ Connected TV (CTV) campaigns. Nearly 70% of the Peacock audience is incremental to other NBCU digital video services.
Marketers can have guaranteed access to Peacock’s complete premium content library including NBC Sports, NBCU Next-Day Prime, Sky News, the Universal Pictures film library, and Peacock Originals.
The DSP will enable advertisers to target users based on location, age/gender, Peacock in-house segments, or contextually pre-defined, dynamic, or seasonal packages. This is Peacock’s first programmatic launch, with Yahoo serving as a pilot partner. Previously, Yahoo delivered programmatic campaigns for leading CPG, automotive, and telecom brands.
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Pricing and programming Are Important
According to a blog by Yahoo, it said the results are encouraging. A major telecom brand could reach highly engaged audiences with Peacock’s on-demand content.
“For this advertiser, a resounding 92% of viewers reached on Peacock were not reached on linear TV, showcasing the value of Peacock’s digital-first audience.”
It further explained that the client the importance of Peacock in their strategy.
“Using Yahoo’s Unified TV Report, the client was also able to understand how Peacock fit within its overall TV strategy, from incremental reach to cost per incremental household.”
Yahoo points out that audiences are attracted to AVOD services.
Flexibility in pricing and programming is increasingly important to consumers when choosing their streaming service.
“In fact, 83% of viewers say they’re willing to try an ad-supported version of services to save money.”
For Peacock to make the case for advertisers, they require a dependable DSP partner to up the ad revenue and ensure ads are finding the relevant audiences for advertisers.
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