SAN JUAN, PR\u2013 Consumer behavior is changing, even if just by virtue of access. In a keynote interview with Joanna O\u2019Connell, vp and principal analyst at Forrester at the Beet Retreat in San Juan, Dominick Vangeli, vp of advanced advertising products for NBCU, discussed some of the ways that his company is dealing with this change.<\/p>\n

There are consumers that engage with ads and marketers and then consumers of the content itself. Vangeli explained that there\u2019s a lot of change happening between different stakeholders, whether it\u2019s with the client and the agency, the agency and the publisher, the publisher and the distributor, and so on.<\/p>\n

\u201cThere\u2019s a lot of pressure happening,\u201d Vangeli said. \u201cAnd that\u2019s why right now it just makes so much sense for a pivot to happen in the marketplace where we finally break through. But with that is a lot of complications because there are so many business models and legacy models, multi-billion dollar business models that are in there, and everyone cares about only what\u2019s on either side of them, but it\u2019s an equation that needs to balance out.\u201d<\/p>\n

This will ultimately lead to some level of disruption and discomfort, and fragmentation is one part of that. TV viewership has increased over time, but a great percentage of that has transitioned to a non-live linear stream. Consumers don\u2019t realize this fragmentation, they\u2019re simply doing what is convenient, so it\u2019s up to marketers to build around this complexity.<\/p>\n

At NBCU, they\u2019re dealing with this complexity in three different ways. They\u2019re producing more content than ever before, they\u2019re rethinking distribution, and they\u2019re building technology that supports all of the fragmentation. For the latter, NBC is now introducing One Platform.<\/p>\n

\u201cWe\u2019re at this point where we\u2019ve had these different strategies of bringing things together from a structural standpoint, but also technology in the advanced advertising space with our AdSmart portfolio,\u201d Vangeli said. \u201cAnd so the amalgamation of all of that has unveiled onePlatform where you can have one plan, one optimization, one view, one measurement, and it all comes together for an advertiser.\u201d<\/p>\n

Interoperability, or the ability of computer systems to exchange and make use of information, is what\u2019s helping NBCU to be able to accomplish this.<\/p>\n

\u201cEverything we\u2019ve been building around that and on top of that has all been with this philosophy that we believe that there needs to be an interoperable ecosystem for television.\u201d Vangeli said. \u201cWe\u2019re still TV, so we\u2019re only as good as the collection of the TV partners we have around us. So if that\u2019s the case, in order for this to truly scale for all of us to continue making transacting easier on television, we need to be able to be interoperable.\u201d<\/p>\n

This video was produced\u00a0 at the Beet Retreat San Juan 2020 sponsored by 605, DISH Media, NBCU, Roundel & Tubi.\u00a0 \u00a0For more videos from the series,\u00a0please visit this landing page<\/a>.\u00a0<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

SAN JUAN, PR\u2013 Consumer behavior is changing, even if just by virtue of access. In a keynote interview with Joanna O\u2019Connell, vp and principal analyst at Forrester at the Beet Retreat in San Juan, Dominick Vangeli, vp of advanced advertising products for NBCU, discussed some of the ways that his company is dealing with this […]<\/p>\n","protected":false},"author":21,"featured_media":65275,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[8235],"tags":[2930,4156,6285,8209],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/65266"}],"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\/21"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=65266"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/65266\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/65275"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=65266"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=65266"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=65266"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}