Despite the massive evolution happening in the TV industry, Linda Yaccarino, chairman, advertising sales and partnerships, NBCUniversal, believes “our industry is paralyzed to change.”
The mega-media executive urged advertisers to forget past models and embrace future-forward metrics during the Ad Age Next: Streaming conference last week.
“What's exciting in streaming is that we're learning what we knew all along—but then broadcast and cable abused that relationship with the consumer—consumers don't hate advertising,” said Yaccarino. The statement’s exception is key: unquestioned common practices in TV advertising are what Yaccarino said are holding back progress. The days of one-size advertising are over, said Yaccarino, who looks to streaming as a potential Eden of personalized advertising—for the advertiser. The future according to Yaccarino lies in identity metrics, declaring “identity is the new currency.”