Scoring the first programmatic Olympics

How NBC and Peacock won Olympic gold with streaming and advertiser innovations?

?By Travis Clark

• NBCUniversal (NBCU) innovated its Olympics coverage this year with prime-time updates, seamless access through Peacock and, for the first time, programmatic advertising.
• The company drove engagement with new ways to watch on Peacock, including the popular?Gold Zone?program and Multiview features, and by recruiting over two dozen influencers to attract Gen Zers.

?? Lightbulb moment

Gold Zone?was watched by 1 in 5 Olympics viewers and nearly quadrupled its viewership over the course of the Games, according to NBCU.

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The 7 best ad campaigns that streamed on the Olympics?

By Ilyse Liffreing?

• The Current?editors award gold medals for the best ad campaigns featured during the first-ever programmatic Olympics.
• Peacock coverage was a clear success, topping 20 billion streaming minutes through the last Thursday of the Games.

?? Lightbulb moment

Programmatic advertising for 2024 Summer Games on Peacock brought in new advertisers to the Games, as well as scored points in incremental reach for major sponsors.

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Media planning should be more like long-term investing, not day trading?

By Talia Arnold, managing director, Exverus Media?

• In the advertising world, focusing too closely on short-term gains is like day trading — the quick returns might grab headlines, but they usually lack staying power.
• Looking at the differences between a brand investing $10 million in advertising for just six months versus investing the same $10 million over the course of 12 months, Exverus’ analysis found that the latter strategy saw a 51% increase in ROI.

?? Lightbulb moment

Day trading in attention may sound exciting, but it won’t cultivate brand equity that lasts.

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What the Tech are SSOs??

By John McDermott?

• Single sign-on solutions (SSOs) allow consumers to use one sign-in credential to access various platforms.
• Some consider them a potential alternative to third-party cookies because they give marketers insights into consumers’ activity across the web.
• The drawback to some SSOs, though, is that they could allow large tech companies to consolidate data. One solution is for publishers to collect first-party data through direct logins.

?? Lightbulb moment

The drawback to some SSOs is that they could allow large tech companies to consolidate data. One solution is for publishers to collect first-party data through direct logins.

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