New Ad Innovations Elevating the Viewing Experience Are Ready to Activate Across NBCUniversal’s One Platform Including Peacock
Peacock Invites Brand Partners Into the Cinematic Experience For Its New Original Film “Shooting Stars” with Sponsors Capital One, Google Pixel, and State Farm®
New York, NY – May 2, 2023 — Today at the 2023 IAB NewFront, NBCUniversal announced new ad innovations and scaled premium content available on Peacock, further positioning the platform as the most complete streamer for audiences and advertisers. The new ad innovations will further enable advertisers to connect and interact with audiences through precision, scale, and culture-defining content.
New Ad Innovations
- Spotlight+: Built for any brand that wants to resonate across all platforms, content, and screens, Spotlight+ powers a full brand takeover to reach viewers wherever they are watching. Whether it’s an original film on Peacock, a drama-filled show on linear or a third-party digital partner, Spotlight+ leverages the scale of NBCUniversal’s One Platform to give advertisers a unified moment in the spotlight.
- Marquee: Originally built for linear and then developed to take advantage of Peacock’s powerful live offering, the Marquee Ad harnesses a new level of interactivity between brands and the content viewers love and is now available in live sports on Peacock through the scoreboard or other premium placement. By placing marketers at the center of the action, a brand scores when the team scores. This data-enabled innovation allows for targeting at scale, helping marketers reach the right sports fans at the right time.
- Power Break: This innovation takes the Pause Ad to the next level through data testing and research. Power Break produces data-informed Pause Ads to dynamically customize a brand’s message – from color, language, creative – to resonate with different priority audiences. This is the first iteration – with plans to scale across NBCUniversal’s suite of ad innovations.
- Must ShopTV: announced earlier this year at NBCU’s One23 – this AI-powered innovation allows fans to shop products that appear in their favorite NBCU content. Now available to marketers, Must ShopTV is scaling across One Platform content.
“We want our viewers to engage with brands that are valuable and relevant to them, which is exactly why our new ad innovations leverage our first-party data, shoppable capabilities and the scale of One Platform. Plus, our most premium content is open to any advertiser – after all, Peacock is a singular destination for audiences AND advertisers.”
-Peter Blacker, EVP, Streaming & Data Products and Head of Diversity, Equity & Inclusion, Global Advertising and Partnerships, NBCUniversal
“Peacock has emerged as the most complete U.S. streaming service on the market with an undisputed value proposition both for our audiences and our partners. Streaming started as a business that put consumers first, and we are committed to keeping it that way with content and experiences that audiences can only find on Peacock.”
-Kelly Campbell, President, Peacock and Direct-to-Consumer
New Ad Supported Premium Content
- Pay One Movies: With Universal Filmed Entertainment Group movies now coming to Peacock as early as 45 days after their theatrical release, Peacock is seeing viewership success with two of every three Peacock subscribers having watched a recent theatrical Universal film. Advertisers are seeing the benefit with 95% of viewers having a favorable opinion on the cinematic ad experiences, including pre-roll ads emulating theatre previews and Pause Ads aligning with organic breaks.
- Original Films: Peacock welcomes new ways for brands to tap into different forms of content and get in front of audiences as the hero during impactful cinematic experiences. Upcoming new original films on Peacock include “Shooting Stars,” which captures Lebron James’ journey as a high school basketball player and is sponsored by Capital One, Google Pixel, and State Farm, and “Bernard and the Genie,” a unique adaptation of the 90’s film from original screenwriter Richard Curtis and starring Melissa McCarthy.
Peacock’s NewFront presentation follows NBCUniversal’s annual developer conference, One23, which took place earlier this year, and showcased how NBCUniversal’s One Platform unified tech stack offers solutions for marketers of all sizes. Today’s presentation demonstrated the latest innovations that can be activated on premium content across the media and technology company’s entire One Platform including Peacock. Next, the company will put its upcoming content on full display during NBCUniversal’s annual Upfront Presentation on Monday, May 15th at Radio City Music Hall.
About NBCUniversal
NBCUniversal is one of the world’s leading media and entertainment companies in the development, production, and marketing of entertainment, news and information to a global audience. NBCUniversal owns and operates a valuable portfolio of news and entertainment television networks, a premier motion picture company, significant television production operations, a leading television stations group, world-renowned theme parks, and a premium ad-supported streaming service. NBCUniversal is a subsidiary of Comcast Corporation.
About Peacock
Peacock is NBCUniversal’s premium streaming service providing audiences a singular, unmatched content destination. As one of the most complete streaming products on the market, Peacock offers exclusive breakout original series; more than 5,000 hours of live sports; hit movies right after theaters from Universal Pictures, Focus Features, DreamWorks Animation and Illumination; next-day access to all new shows from NBC and Bravo; fan-favorite library content; daily live news; as well as live channels from brands including Hallmark and WWE. Built on the foundation of NBCUniversal with a spirit that is all Peacock, the platform delivers for its audiences with innovative technology, creative partnerships, and entertainment that is truly entertaining.
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