Peacock Introduces New Ad Formats Including ‘Must ShopTV’

NBCUniversal unveiled four new ad formats that brands can use to reach Peacock Premium subscribers, including in-show shopping opportunities that leverage artificial intelligence. At its IAB NewFronts presentation, the company demonstrated Must ShopTV, which lets viewers buy products featured in Peacock content, such as the cookware and utensils featured in “Top Chef.” Peacock is working with KERV Interactive, which uses an algorithm trained to tag shoppable products with an onscreen QR code that viewers can snap on a mobile device to buy items using payment information saved to the Peacock app.

“In the future, viewers can shop via their TV remote, the company told TechCrunch,” which writes that NBCUniversal previewed Must ShopTV in February at its One23 ad-tech event and is now making it available to marketers.

“Must ShopTV is an opt-in experience, so Peacock viewers who don’t want to see shoppable ads can skip the option and continue watching their show,” according to Fierce Video.

NBCUniversal also introduced an ad format called Spotlight+, which enables an advertiser to be everywhere NBCU is. Spotlight+ sends messages across all NBCU platforms, providing a “brand takeover” that reaches viewers wherever they are, whether it’s watching an original film on Peacock, a drama-filled show on linear, perusing movie ticket sales on Fandago, or engaging with third-party digital partner sites “which include Snap and Apple News, among others,” the company told TechCrunch.

As part of Spotlight+, “the brand gets the Prime Pod, or first ad position, across broadcast and cable,” TechCrunch reports, explaining “the Prime Pod is a 60-second segment that appears in the first or last ad break of a primetime show.” The approach is part of the company’s One Platform proprietary tech stack.

Marquee Ad functionality was added for live sports. Originally built for linear TV, advertisers can now utilize it for the big game, with branding that pops up on the scoreboard or other premium placement, NBCU said in its NewFronts press release, explaining that data-enabling “allows for targeting at scale, helping marketers reach the right sports fans at the right time.”

Power Break produces data-informed Pause Ads that draw on data testing and research to dynamically customize a brand’s message, adjusting color, language and creative so it resonates with different audiences. “This is the first iteration, with plans to scale across NBCUniversal’s suite of ad innovations,” NBCU says.

FierceVideo says “Peacock is already prepping for showcasing brands in content,” announcing Capital One, Google and State Farm as “featured partners” in the upcoming Peacock original “Shooting Stars,” a film that traces Lebron James’ high school basketball years.

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