LAS VEGAS\u2014As television sets continue to grow in size along with the trend toward big-screen viewing, \u201cit\u2019s an exciting universe\u201d that\u2019s attracting a new crop of marketers as TV advertising gets smarter, according to Linda Yaccarino.<\/p>\n
\u201cWe feel great. It\u2019s really a time of technology sophistication where it\u2019s intersecting with creativity,\u201d says the Chairman of Advertising Sales & Client Partnerships at NBCUniversal\u2014the \u201clargest legacy content company.\u201d<\/p>\n
Whereas TV used to be the sole province of big brands behind a \u201cvelvet rope,\u201d the evolution of the medium is ushering in a new wave of entrepreneurs seeking the advantages of co-mingling with premium content, Yaccarino explains in this interview with Beet.TV at CES 2019<\/a>.<\/p>\n \u201cNo one ever argues that\u2019s the best performing opportunity, but now as TV\u2019s gotten smarter we\u2019ve invited in a whole new crop of brands that are able to expand into a space they once thought unattainable.\u201d<\/p>\n Newer brands bring with them an expectation to break out \u201cbeyond the limitations that they\u2019re experiencing from solely being a performance based marketer\u201d but without some of the strictures that have long governed TV advertising, according to Yaccarino<\/a>.<\/p>\n \u201cYou can only survive in point-and-click or performance-based marketing platforms and grow to a certain point. Then you start to hit a ceiling.\u201d<\/p>\n What these brands do expect is business performance without any legacy hesitation. “We\u2019re on a playing field that\u2019s not officiated by an obsolete success metric, whether it is a currency of a rating or the legacy that\u2019s held our industry back or the inertia that\u2019s held us back from past business practices,\u201d says Yaccarino.<\/p>\n Asked to comment about controversies that continue to bedevil some of the biggest digital media platforms, she demurs while calling NBCU a worry free zone.<\/p>\n \u201cBut I have to say that the transition that once was taking your media mix to the shiny new toys of the new social platforms, or that were new back then, and the promise of media effectiveness and efficiency and the disappointment that then followed, that pendulum has swung back.\u201d<\/p>\n Noting that the live linear TV experience is \u201cvery imperfect,\u201d reducing commercial load has brought improvements for viewers and advertisers. \u201cThe brand metrics consistently across the board have exceeded our expectations.\u201d<\/p>\n