NBCUniversals James Kreckler on Redefining Live-Event Ads With Content, Tech and Peacocks Pods Beet.TV [Video]

SAN JUAN, PR – NBCUniversal is doubling down on its integrated approach to live event advertising, and according to James Kreckler, senior vice president of digital media sales at the media company, it all starts with the content.

“The way NBCUniversal maximizes effectiveness and reach for an advertiser and live events really starts with the content,” Kreckler said, pointing to NFL Sunday Night as a model. “We program that content as one, we promote that content as one, we sell that content as one, regardless of activation channel.”

That unified strategy reflects a broader push at Comcast-owned NBCUniversal to merge the power of traditional TV with the precision of programmatic advertising. The company has spent five years building the infrastructure to support dynamic ad insertion across live programming.

The first major test came during the FIFA World Cup two and a half years ago—and it was a success. Since then, programmatic …