Since joining NBCUniversal in 2011, Yaccarino’s teams have generated over $100 billion in ad sales. She is also well known for revolutionizing how advertising is sold.
Now, she has an opportunity to leverage her experience on Twitter–or at least try. Here’s what to expect from Elon Musk’s handpicked CEO.
NBCU’s Global Advertising & Partnerships
Linda Yaccarino Wikipedia began her media planning career shortly after graduating from Pennsylvania State University with an internship at NBCUniversal’s media planning department – the place she credits with starting her love affair with the industry. Over time, she advanced through Turner’s ranks and eventually served as senior executive of sales marketing acquisitions before returning to NBCUniversal as its advertising chief in 2011.
Her team of 1,500 connect established and emerging brands with hundreds of millions of viewers — creating economic impact not just for her company, but across industries. She pioneered One Portfolio – an all-audience transaction model which makes reaching audiences across linear and digital easy for marketers.
She serves on the World Economic Forum Taskforce on the Future of Work and Media, Entertainment & Culture Industry Governors Steering Committee; she’s not shy to voice her concerns regarding TV or Twitter – both are top issues she regularly discusses with audiences at events around the world.
NBCU’s Digital Platforms
As part of NBCUniversal’s global One Platform, this media company is expanding their technology and content offering to allow marketers to manage multi-market campaigns across addressable linear TV, CTV and premium digital video ad inventory in one purchase for the first time ever. Through Comcast-owned ad tech firm FreeWheel they provide marketers with access to “global-to-local” content from 190 countries including Atresmedia, Bell Media, Seven West Media Sky Media Talpa Network TF1 Group Tokyo Broadcasting System TBS
NBCUnified, an ad tech tool from NBCUniversal that unifies consumer databases at the known ID level, was also unveiled. This application can bring together information from live sports, cable/streaming audiences, commerce/subscription sources as well as others.
NBCUniversal’s One Platform claims that each month it reaches one billion consumers globally. With new planning and delivery offerings that enable marketers to create stronger investment plans that maximize efficiency and save resources. Furthermore, this structure provides greater insight into campaign performance via top box familiarity, favorability, consideration and intent metrics.
NBCU’s Data Strategy
NBCUniversal aims to give advertisers tools they need to identify relevant audiences, and create marketing strategies tailored specifically for them. Their new centralized data platform, known as NBCUnified, will serve as the backbone for future measurement initiatives.
NBCUniversal and Merkle have collaborated to develop a solution using Snowflake that allows “data interoperability across the entire advertising ecosystem” without moving or disclosing personally identifiable information. Snowflake provides a secure framework which enables NBCUniversal to share first-party audience data on-demand.
That data includes deterministic IDs from NBCUniversal’s entertainment, sports, and news brands; its Peacock streamer; touch points such as ad exposure, content consumption history and purchase history; as well as certified reach and frequency measurements. The new hub will offer self-service access to aggregate linear TV/OTT data as well as consumer identity data that enables cross-platform planning as well as deduplicated measurement of campaign reach, frequency and performance measurements.
NBCU’s Local Advertising & Partnerships
Linda Yaccarino will soon assume a new position within NBCUniversal that puts her in charge of its local advertising sales, specifically covering their local TV stations and regional sports networks.
NBCUniversal will become a single, centralized sales house to meet Madison Avenue’s increasing demand for premium video. Local ad sales will be added to One Platform – its all-in-one ad-buying system – while Valari Staab and Frank Comerford, who lead its local advertising revenue team will report directly to Yaccarino.
Yaccarino has made her mark as an advocate of transparency and accessibility in marketing. As Ad Council Executive Director during the COVID-19 Pandemic, she collaborated with government and agencies to produce an education campaign about COVID. Now, she’s calling upon companies within her industry to follow suit and open training, insights and resources up for all employees.
