Peacock In-Content Ad Innovations
Using technology to drive ad impact by weaving brands into the fabric of our fan-favorite content
The Objective
Develop product and sales strategies for Peacock’s in-content Ad Innovations that harness the power of in-show integrations and create net new ad inventory on the platform.
The Strategy
We set out to democratize in-content integrations, bringing the benefits of digital ad serving and tracking to what has historically been added value for advertisers. In order to engage all types of fandoms on Peacock, it was paramount that we build endemic products that super-served the nuances of the different content types and the needs of their audience.
Product Overviews
Peacock’s Frame Ad showcases your brand’s messaging in a contextually relevant, non-disruptive format during select in-content moments. In execution, the video feed is temporarily “squeezed back” to reveal a background frame which you can fill with your brand’s imagery, messaging, and/or relevant commerce calls-to-action. This streaming ad product is tailor made for premium sports content on the platform.
Peacock’s In-Scene Ad capability integrates your brand directly into targeted content moments through natural visual effects. When a user plays episodic content, your brand’s product or message is dynamically placed in the frame of targeted scenes, creating a non-interruptive ad experience that aligns the programming with your campaign theme/goals. This puts in-show integrations at the fingertips of digital ad buyers (without the long lead times!).
The Results
The uninterruptive experience of Frame Ad in Peacock’s sports content helped drive +40% lifts in unaided brand awareness. Furthermore, when paired with midroll, our brand partners saw double digit lifts throughout the upper and middle portions of the purchase funnel.
Meanwhile, In Scene Ad enhances the power of streaming campaigns on the platform, driving +44% lift in brand memorability, +50% lift in brand opinion, and a +45% lift in purchase intent when paired with midroll.