“I haven’t seen a streamer that has integrated shopping as seamlessly and elegantly as I think this product does, putting the consumer first because when they are watching their favorite show—whether it’s Top Chef or otherwise—they don’t want to be interrupted,” Burke told Adweek. “And this feature and capability product lives alongside while the content is playing and allows the consumer to decide how interactive they want to be or if they want to wishlist for later.”
Bringing linear to streaming
The company is also leveraging its successful linear formats by bringing Marquee Ads to Peacock.
The marquee format was originally built for linear and then developed to take advantage of Peacock’s live offering, creating interactivity between brands and the content available in live sports through the scoreboard or other premium placement beyond athletics.
Marquee Ads have led to a 57% lift in brand awareness, according to Winn, showcasing that live viewers are also becoming engaged with the advertisers at the center of the content.
“When that plus-57% of brand awareness happens, it’s because they are glued. ‘What’s the score? What’s happening on the field?’ And we’re able to bring a brand into that moment,” Winn said. “But the news about this is it’s coming over to Peacock, so we’re able to data target. We’re able to create even more personalized messages. We’re really able to go and take this to the next level.”
Peacock is also looking to evolve its pause ads with the Power Break format.
According to NBCU, Power Break ads produce data-informed pause ads to dynamically customize a brand’s message—whether that be by color, language or creative—to resonate with different priority audiences. Though this is the first iteration of the format, the company is planning on scaling the product in the future.
“What is the imagery? What’s the call to action? How has it been created ground-up utilizing our NBCU unified data points to really make that and hone that in?” Winn said. “Again, a big pillar for us is personalization and being able to data-enable products.”
