LONDON \u2013 A year ago, NBCUniversal brought together a cross section of advertising and media executives in New York to confront industry \u201cinertia.\u201d Its own remedies represent a \u201cvery strategic cadence\u201d that includes its growing use of contextual ad offerings, says Linda Yaccarino.<\/p>\n

Core pillars of that cadence are measurement, commercial innovation and technology, The Chairman of Advertising & Partnerships says in this interview with Beet.TV at the recent EGTA Future of TV Advertising Forum 2018<\/a>.<\/p>\n

The goal behind NBCU\u2019s State of the Industry Forum could be boiled down to one element, according to Yaccarino. \u201cOur behavior, processes, do not reflect consumer behavior as they exist today.\u201d<\/p>\n

She uses the word \u201cfatigued\u201d to describe the sentiment that existed within NBCU because the company was certain that \u201cadvertising is likely to change more in the next five years than it\u2019s changed in the last fifty. We needed a reset.\u201d<\/p>\n

On the measurement side, Yaccarino says nothing has changed in more than a decade. \u201cThink about consumer behavior and we could use measurement just as one example. The iPad didn\u2019t even exist.\u201d<\/p>\n

Last April, NBCU developed the all-screen measurement currency called CFlight because \u201cwe couldn\u2019t wait any more so we decided we\u2019ve got to do it ourselves.\u201d CFlight measures all live, on-demand and time-shifted commercial impressions on every platform, as Advertising Age reports<\/a>.<\/p>\n

\u201cThe good news is, other companies are starting to adopt that CFlight measurement,\u201d Yaccarino adds.<\/p>\n

NBCU has been promoting its contextual intelligence platform, which matches specific ads to specific programming, another step toward commercial innovation. \u201cWe\u2019re able to marry the content that is contextually connected to our advertisers\u2019 commercials. It\u2019s the first scaled tool that we\u2019re able to offer the advertisers.\u201d<\/p>\n

Asked about her expectations for CES 2019<\/a>, Yaccarino says her activity will include giving clients \u201ca performance report\u201d that encompasses things like CFlight and PRIME PODs<\/a>, which reduced clutter by 20%. \u201cShow them that our hunch was right and it\u2019s working, and it\u2019s working really well.\u201d<\/p>\n

This video is part the Beet.TV preview series \u2018The Road to CES 2019.\u201d The series is presented by\u00a0dataxu<\/a>.\u00a0 For more videos, please visit this page<\/a>.\u00a0<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

LONDON \u2013 A year ago, NBCUniversal brought together a cross section of advertising and media executives in New York to confront industry \u201cinertia.\u201d Its own remedies represent a \u201cvery strategic cadence\u201d that includes its growing use of contextual ad offerings, says Linda Yaccarino. Core pillars of that cadence are measurement, commercial innovation and technology, The […]<\/p>\n","protected":false},"author":17,"featured_media":57864,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[7740],"tags":[5395,6524,7737,7738,7739],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/57862"}],"collection":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/users\/17"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=57862"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/57862\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/57864"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=57862"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=57862"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=57862"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}