The Advertising Forum was created to address popular adtech, media and advertising topics and foster innovation by bringing together industry thought leaders, innovators, and experts from AdTech, Agency, and Brand sectors. Recognizing the industry's thirst for knowledge, we empower the community through open discussions with industry experts. Each series will focus on a topic ranging from creative to yield with a goal of eliminating industry noise and getting straight to the topic. Together, we can create a brighter future for advertising. To learn more about The AdTech Forum contact us at www.theadvertisingforum.com
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The Advertising Forum was created to address popular adtech, media and advertising topics and foster innovation by bringing together industry thought leaders, innovators, and experts from AdTech, Agency, and Brand sectors. Recognizing the industry's thirst for knowledge, we empower the community through open discussions with industry experts. Each series will focus on a topic ranging from creative to yield with a goal of eliminating industry noise and getting straight to the topic. Together, we can create a brighter future for advertising. To learn more about The AdTech Forum contact us at www.theadvertisingforum.com
The Future of Live Sports: Streaming with NBCUniversalw
The Advertising Forum by Marketecture
14 minutes
1 month ago
The Future of Live Sports: Streaming with NBCUniversalw
In this episode of the 'Future is Live' series, Ryan McConville, Chief Product Officer at NBCUniversal, discusses the shift of live events from traditional TV to streaming platforms, highlighting NBCUniversal's leadership in this transition. He shares insights on the impact of programmatic advertising in live environments and the challenges and opportunities it presents for advertisers.
Takeaways
NBCUniversal is leading the shift of live events to streaming platforms.
70% of NBCUniversal's programming hours are live content.
Legendary February will feature the Olympics, Super Bowl, and NBA All-Star weekend.
Programmatic advertising democratizes access to premium live events.
120% increase in advertisers in live environments year over year.
Peacock will offer 7,500 hours of live sports programming in 2026.
Live events offer 21% more engagement in brand advertising.
Freewheel powers NBCUniversal's live streaming strategy with predictive scaling.
Advertisers are excited about the automation and real-time data in live sports.
NBCUniversal offers diverse live opportunities beyond major sports events.
Chapters
00:01 Introduction to the Series
00:10 Ryan McConville on Live Streaming Shift
00:26 Impact of Programmatic Advertising
01:11 NBCUniversal's Leadership in Live Sports
02:07 Legendary February and Major Events
04:36 Programmatic's Role in Advertising
07:09 Advertiser Excitement and Education
11:02 Freewheel's Support in Live Strategy
13:12 Challenges and Opportunities in Live Ads
The Advertising Forum by Marketecture
The Advertising Forum was created to address popular adtech, media and advertising topics and foster innovation by bringing together industry thought leaders, innovators, and experts from AdTech, Agency, and Brand sectors. Recognizing the industry's thirst for knowledge, we empower the community through open discussions with industry experts. Each series will focus on a topic ranging from creative to yield with a goal of eliminating industry noise and getting straight to the topic. Together, we can create a brighter future for advertising. To learn more about The AdTech Forum contact us at www.theadvertisingforum.com
