Peacock is bringing the magic of the big screen to small screens.
Last year at NewFronts, Peacock rolled out two new ad formats to make marketers the star of the show with in-scene ads. This time around, at its IAB NewFronts presentation in New York on Tuesday, NBCUniversal’s streamer announced four additional innovations, which work together to create an overall cinematic experience.
“We are bringing the power of One Platform, which is the entire content and technology platform of NBC Universal, and supercharging those efforts cross-platform and then within Peacock as well,” Jenny Burke, evp, advertising strategy at NBCUniversal, told Adweek, adding that the new formats drive reach and can be utilized across the breadth of NBCU’s content.
With film and TV writers represented by the WGA going on strike on Tuesday, picketers lined the streets outside of Center415 ahead of the NBCU presentation; however, the event went on as usual.
The new formats were born with feedback from Peacock’s Streaming Council partners, a group of advertisers dedicated to building, testing and learning what resonates most with audiences, with capabilities spanning everything from live content to commerce.
Among the innovations is Spotlight+, which is built for brands to resonate across all platforms, content and screens. This full brand takeover is designed to reach viewers wherever they are watching, whether it’s getting the first impression on Peacock or a primetime takeover on TV around targeted dates.
According to Collette Winn, vp of strategy and operations for creative partnerships at NBCUniversal, Spotlight+ can be summed up as “total ownership of the day.”
“Whatever day matters to you—whether you’re doing your auto launch on that day or you need to release your film—we have a powerful mechanism and a strategy across our One Platform, and not just within our ecosystems but also our partner ecosystem,” Winn said. “We take our entire ecosystem, Peacock being the core, the epicenter of that, and being able to reach with that first impression or across broadcast and cable and TV with that prime pod position.”
NBCU previously announced Must ShopTV, an AI-powered innovation that allows fans to buy products that appear in NBCU content, at its One23 tech and data showcase earlier in the year. At NewFronts, the company featured the Must ShopTV consumer journey, showcasing how viewers can add items to wishlists and get customized experiences all while watching.