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Linda Yaccarino of NBC Universal: TV ad sales have evolved dramatically
29 de septiembre de 2015
Yaccarino: El futuro del entretenimiento se encuentra en el manejo de la data de las plataformas cruzadas
During the second round of the IAB MIXX 2015, Linda Yaccarino, chairman, advertising sales, NBC Universal spoke with Randall Rothenberg about new TV advertising industry practices. “For us, content is the king and audiences are pointing us that the ads models must change” she said. “Television ads sales have evolved dramatically. There is an impressive amount of products and now content creators and business partners must be respected more. When I began at NBC Universal, we decided to prepare only one portfolio with all branches -from Telemundo to NBC Sports- in order to present our clients all our content options to reach their audiences.” She emphasized that the NBC sales team manages digital and TV, because the future of entertainment is in the management of cross platforms data. “TV and digital measurement is totally dysfunctional. 30% of television views are without measurement. I hope someday Nielsen could measure statistics in cross platforms.” Yaccarino said they partnered with AOL to have a better content, data and distribution convergence. “Its about a mix of everything: data, distribution and content, which will keep alive the television creators ecosystem” she concluded.
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