National marketers want \u201cscale that\u2019s smart\u201d by combining the best data from digital platforms with premium television content. And to close the loop, they want to be able to transact on a currency that reflects their desired business outcomes, says NBCUniversal sales chief Linda Yaccarino.<\/p>\n
She wants to \u201cshine a light on the need for the industry to reach out beyond legacy metrics so we can promise our clients, the national marketers, an improvement to their business.\u201d<\/p>\n
This was a big theme in NBC’s TV Upfront last week.<\/p>\n
In this interview with Beet.TV at the annual Digital Media Summit<\/a> of LUMA Partners, Yaccarino talks about what advertisers have been waiting for, the value of parent Comcast\u2019s set-top box data and the company\u2019s newly expanded relationship with Snapchat in the form of a daily news show on the social platform.<\/p>\n While no one argues the value of premium content and its impact on an advertising campaign, \u201cHow great would it be for us to be able to transact on a currency that reflects their outcomes to improve their business,\u201d says Yaccarino, who is Chairman of Advertising Sales & Client Partnerships for NBCU.<\/p>\n She dismisses traditional ratings like C3 and C7 as \u201can approximate number of who may or may not have watched out show that we have to wait three weeks to get.\u201d Lacking better metrics, marketers have lacked \u201cthe data they craved or were promised form the digital platforms combined with the scale of premium content.\u201d<\/p>\n She cites NBCU\u2019s audience tools and studio, largely powered by data from parent Comcast\u2019s set-top boxes, as providing insights that can be married together with consumer data \u201cto have a good prediction\u201d of advertisers\u2019 business outcomes.<\/p>\n