At Tuesday’s IAB NewFronts 2023 event, NBCUniversal revealed four new ad formats for brands to extend their advertising reach with Peacock Premium subscribers, including AI-powered shopping ads, among others.
The company also announced two new original movies coming soon to the streaming service.
The first ad format that caught our attention was Must ShopTV, which allows viewers to purchase products featured in Peacock content. For example, the knives and cutting boards that appear in “Top Chef.”
capacity is driven by interactive kerv and uses a trained algorithm to identify shoppable products. A QR code will then appear on the TV screen, and viewers can interact with the ad via their mobile device to then purchase an item using payment information already on file in the Peacock app.
In the future, viewers will be able to shop via their TV remote, the company told TechCrunch.
NBCU initially inserted Must ShopTV during their ad tech-focused showcase, One23, in February. It is now officially available to sellers, the company announced Tuesday.
Image Credits: NBCUniversal
Roku has a similar shoppable ad format; however, Roku buy ads are presented as an overlay on an existing ad. The company launched the ads last June as a partnership with Walmart.
The Peacock’s Must Shop television ads are within the show itself, allowing viewers to opt out of the shopping experience.
Spotlight+ is another new advertising solution that gives the brand a first impression on Peacock, Fandango and NBCU partner sites, which include Snap and Apple News, among others, the company told us. On the same day, the brand receives the main capsule or the first ad position on broadcast and cable. The Prime Pod is a 60-second segment that appears in the first or last commercial break of a primetime show.
Spotlight+ enables advertisers to target audiences no matter where they are or whether they are viewing original Peacock titles or titles from a third-party digital partner.
The new solution is a step up from Peacock’s. Stand out ad format, which allows marketers to own the first impression across all streaming platforms and devices within a 24-hour period.
Three years after Peacock introduced his pause ads, the streamer is launching Power Break, data-driven break ads that can be customized to fit a brand’s message: custom colors, language, and more. Pause ads take up the entire screen of the viewer’s device when they pause a show.
Another new streamer ad format is Marquee, which is designed for live sports delivery. Marquee ads have been around on a linear basis since 2012, however they are now available for the first time on the NBCU-owned streaming service. The brand logo can be placed on the scoreboard during a live game or on the bottom left or right of the screen, so advertisers can target sports fans without being intrusive.
Image Credits: NBCUniversal
All new ad formats take advantage of NBCUniversal A plataformthe company’s proprietary technology stack.
“We want our viewers to engage with brands that are valuable and relevant to them, which is why our new ad innovations leverage our proprietary data, One Platform buying capabilities and scale,” said Peter Blacker, Executive Vice President of Streaming & Data Products and head of Diversity, Equity and Inclusion, in a statement. “In addition, our most premium content is open to any advertiser; after all, Peacock is a singular destination for audiences AND advertisers.”
In addition to commercials, Peacock revealed his upcoming original films including “Bernard and the Genie,” a remake of the 1991 British comedy film, starring Alan Cumming as Bernard and Lenny Henry as the Genie. Peacock’s adaptation will cast Melissa McCarthy as the genie who helps a workaholic man get on the good side of her family for Christmas.
The broadcaster announced new sponsors for the Lebron James documentary “Shooting Stars,” which was previously announced at last year’s NewFronts presentation. Capital One, Google Pixel and State Farm sponsor the film.
peacock released the puzzle last week. It opens on June 2.
“Shooting Stars” was one of the first original movies Peacock announced, along with “Praise This” and “The Killer.”
NBCU also touted its theatrical release strategy, saying that two out of three Peacock subscribers watch recently released Universal movies. More recent Universal movies to be released at Peacock include “Cocaine Bear,” “Knock at the Cabin,” “Violent Night” and more.
According to the company, 95% of viewers had a positive reaction to cinematic ad experiences, including pre-roll ads and break ads.
Peacock recently reported that latest earnings resultswhich showed the streamer reached a total of 22 million paying subscribers.
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