NBC Universal’s streaming service Peacock introduced a new ad format that allows brand sponsors to reward viewers who watch their ads.
Peacock debuted “on-command” ads that are powered by viewer voices. The new advertising format allows brands and consumers to interact in a unique way and gives viewers more control over the ads they watch. Viewers can speak a phrase and receive a reward. For example, Peacock’s first ad lets a viewer say “save with Suave” to receive a $5 off coupon for any Unilever hair care product sold at Target. The marketing technique could represent a modern take on guided selling, according to a Gartner report, and has already enticed several big name brands. Coors Light, Subaru, and Verizon are some of the brands already in the process of rolling out their own voice-powered ads.
Unlike competitors Netflix or Amazon Prime, Peacock is an ad-supported streaming service. Though ads are typically shunned by viewers, NBC has an opportunity to boost its advertising sales by working with several brands to grab audience attention. With on-command ads, brands could receive higher response rates from customers and more efficiently track which consumers interact with their ads. Around 68% of U.S. consumers note their willingness to watch ads relevant to their interests, which presents a prime opportunity for Peacock and its brand sponsors to narrow in on their target viewers. As voice-activated technology becomes increasingly household capable, the release of voice-powered streaming ads could interest more brands looking to connect with consumers from home. Peacock’s debut of on-command ads during the Coronavirus pandemic, when a record number of consumers are staying home and streaming content, could help it fetch the interest of additional brands looking for a new way to reach viewers.
Peacock’s new voice ads could help set it apart in the increasingly crowded streaming market. Additionally, the advertising set-up could attract and excite streamers who get to not only watch ads that pertain to their interests, but get rewarded for their views.