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Sunglasses
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IceCream
best practices
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HELLO
Creative
Peacock
Ad Innovations
6
Helping Marketers Maximize Their Impact on Streaming
Scroll to Explore
experience
Creative implications
Solo ad
For Pod Bounce, message should
call attention to future ad placement
Sponsors stand out with Pod Bounce; viewers appreciate and remember brands that sponsor limited ad breaks. Bumper messaging ahead of sponsorted ad increased excitement to continue viewing and attention for sponsors.
3
1
6
5
2
4
+14%
Aided
Ad Recall
+38%
Unaided
Ad Recall
vs. standard Prime Pod experience
"I watched more of the ad because I knew there would be less interruption to the show."
Female, 49
We saw over-and-over that leveraging one of Peacock's ad-reducing innovations and calling it out in the creative resulted in an incremental awareness lift for brands.
POD BOUNCE
1
Reduce the Pod & Call It Out
vs. standard Prime Pod experience
Overall Performance
Unaided Ad Recall
+38%
+14%
Aided Ad Recall
When using custom ad copy that alludes to the innovation, we’ve found that positive messaging outperformed encouraging messaging.
Stay Positive
Which Copy Performed Better?
Innovations like the Pause Ad or Curator Ad help brands
stand out in new places and can boost brand affinity.
But with unique solutions come unique creative best practices...
5
Think Outside The Pod
+21%
Lift in Likeability
vs. Traditional Midroll Placement
Pause Ad
"Shows that they're 'with you' when you're watching TV. It's uniting in a way. Adds a personal touch."
Female, 49
"For me it shows the love between the family in the picture clearly and it matched with the theme of the show."
Male, 50
CURATOR AD
CLICK TO EXIT
Call Attention to the Pause
Static > Video
Eye-Catching Imagery is A Must
"I watched more of the ad because I knew there would be less interruption to the show."
Male, 26
A distinct benefit of partnering with Peacock is the opportunity to leverage fan-favorite I.P in your Ad Innovation experience.
4
Leverage Peacock I.P. to Maximize Engagement with Fans
3 4
in
of respondents
prefer Concept A
61%
Just advertising on Peacock delivers results for marketers...
+18%
+23%
Composite Lift vs. CTV Norm
+18%
Composite Lift vs. CTV Norm
+23%
Composite Lift vs. CTV Norm
...and using a Peacock Ad Innovation delivers even greater returns.
Creative Best Practices
CREATIVE
BEST
PRACTICES
BEST
BEST
6
6
CREATIVE
CREATIVE
PRACTICES
PRACTICES
Composite Lift vs. CTV Norm
So we studied the tippy-top performing creatives...
...and we found six creative best practices that
we'd like to share
with you now!
1. Consider calling attention to the pause
2. Static creatives outperform video creatives
3. Clean, eye-catching imagery is a must
1. Authentically align content theme with brand values
2. Hero image should prioritize content theme
+138%
Interaction Rate* vs. norms**
The more simple the ad, the better it performs. Too many features in any ad innovation can dilute the overall impact
3
Simplicity
Over Everything
ENGAGEMENT AD
ENGAGEMENT AD Concept
ENGAGEMENT AD
*Interactions with the Engagement ad, as a percentage of total impressions **Brightline (product developer) norms
2
Megan Ryan
NBCU’s Health is Universal was created to foster an open dialogue around healthcare — from advancements in tech and cultural shifts to evolving consumer mindsets — influencing how we connect with people.
Ad Experience and Ad Impact Measurement Lead: Lyndsey Albertson
Designers: Kitley Jewell & Roxanna Demers
Our new series Building Blocks, covers the ever-changing landscape impacting the health of patients, their networks, and consumers while offering solutions for how brands can use our platform to create meaningful change through culture and content.
Be sure to checkout the
latest opportunities on
VP, Client Strategy
megan.ryan1@nbcuni.com
Nathaly Pacheco
Director, Primary Research
nathaly.pacheco@nbcuni.com
6
6
6
Creative Best Practices
CREATIVE
CREATIVE
CREATIVE
BEST
BEST
BEST
PRACTICES
PRACTICES
PRACTICES
Peacock
Ad Innovations
Campaigns with 3+ Ad Innovations delivered greater perfomance lifts than campaigns with only one Ad Innovation.
6
For Sweet Results, Use a Suite of Innovations, All at Once
CURATOR AD
CURATOR AD
concept B
2
2
1
1
Blinded example
Click to find out
3
3
ENGAGEMENT AD
A Recreation of a Real Ad
The Real Ad's Not-So-Great Results
-27%
Interaction Rate vs. Brightline Norms
The #1 Engagement Ad of All-Time
Top Gallery Creatives Featured a Single Swipe
The Real Story
4
4
+188%
Interaction Rate* vs. Norms**
5
5
6
6
+5%
+5%
+11%
+8%
+5%
+9%
+14%
Unaided Brand Awareness
Ad Recall
Purchase Intent
1+ Ad Innovation
3+ Ad Innovations
LEARN MORE
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BINGE AD
95%
of viewers appreciate when brands sponsor curated content on Peacock
A. Let the good times roll.
B. One more? You got this!
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A. Let the good times roll.
B. One more? You got this!
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