NBCUniversal's planned streaming service PeacockTV will ensure that 'the viewer doesn’t experience ad nauseam the same ad over and over'
Linda Yaccarino, chair, advertising and client partnerships, NBCUniversal
During a panel entitled “Shaping the Future of Media, Entertainment and Culture,” which also featured Nielsen CEO David Kenny and Marc Pritchard, Procter & Gamble's chief brand officer, Yaccarino, chairman, advertising and client partnerships at NBCUniversal, spoke about infinite choice and the broad spectrum of content available. She argued that this has meant a “fragmentation of choice” and “what’s coming to be subscription fatigue with all the SVOD opportunities.
Enabling automated ad buying will be a key focus, she told the Davos crowd. "What we are building towards is a fully open, transparent platform that you ultimately can trade automatically, because automation hasn’t come certainly to the linear content publishers in the U.S., and it’s something we have our foot on the gas," she said, adding that this capability was likely to be available over the next two to three years.
She was also asked about the role of older media companies in the digital age. “I think we are over the period of time where the industry was experiencing a lot of fear and trepidation about the disruption and the shiny new toy syndrome of the ease of which new companies or new platforms could transact," she said.
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