How did I help NBCU Ad Sales navigate COVID-19 impacts and social unrest on the advertising space,
as an ad sales intern?stakeholders
responsibilities
- Client Acquisition Research & Strategy
- Project Management
- Client Relations Support
- Data Analytics
objective
To help the Direct-to-Scale team identify and target Direct-to-Consumer brands that participated in #StopHateforProfit campaign, in order to provide them a brand-safe environment. Simultaneously to support the Account Services team to manage clients’ advertising plans across five Entertainment and Lifestyle cable networks.
solution
Along with three interns, we conducted market research into more than 1,000 D2C brands and prepared three client outreach plans. As the only intern for the ELG Account Services team, I helped manage stewardship data for more than 15 advertising partners and respond to inventory changes using NBCU’s internal dashboard.
results and Deliverable
With the changing advertising landscape in America, where more than 1000+ advertisers pulled out of Facebook for the #StopHateforProfit campaign, our intern group knew that NBCUniversal’s role lies in providing these advertisers a brand-safe environment. We worked with the Direct-to-Scale team, whose mission is to give Direct-to-Consumer brands a chance to advertise in NBCU’s portfolio, where it has always been dominated by big advertisers. This presentation breaks down our research strategy and proposed solutions.