Comcast’s Peacock faces brand-new tests from marketers, viewers

Comcast’s Peacock faces brand-new tests from marketers, viewers

Hi and welcome to this weekly edition of Insider Marketing, where we track the huge stories in media and marketing. I’m Lucia Moses, deputy editor here.

First, senior reporter Lauren Johnson is hosting a webinar about how advertisers can navigate the death of third-party cookies on April 22 with officers from The Trade Desk, Mars, The Washington Post, and R/GA.

What we’re following this week:

Peacock’s huge test

Recess handles PepsiCo

Playboy’s NFT


Peacock Comcast NBCUniversal

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Al Roker.

Nathan Congleton/NBC/NBCU Picture Bank by means of Getty Images.


Peacock’s big test

Claire Atkinson took the temperature on Comcast’s streaming endeavor Peacock, which is dealing with more competition for viewers and advertisers as it goes into year 2.

Peacock is crucial to NBCUniversal’s effort to keep TELEVISION dollars as viewers shift online– and to Comcast’s strategy to grow broadband consumers by using them a freebie.

From Claire’s story:

As Peacock nears its first birthday, NBCUniversal’s banner is dealing with fresh difficulties– and doubts.

Peacock has provided in its first year, supplying average active user warranties to introduce partners like Target, Capital One, State Farm, and Verizon.

” Peacock has certainly met or surpassed expectations,” Horizon Media’s co-chief investment officer David Campanelli told Insider. “They are surpassing their average active user price quotes, which is excellent to see, and content has actually been high quality as anticipated.”

But as NBCUniversal gets in among the most transformational in advance negotiating durations in years, advertisers are prepared to mention Peacock’s growing competition to squeeze out better prices, narrower targeting, and more information from the ratings-free black box that is streaming.

Check out the rest here: Comcast’s Peacock is dealing with a tough test as competition heats up and marketers look for more viewer information


Recess products



Recess.


Recess handles PepsiCo

Recess got its start making CBD beverages suggested to help its purchasers relax. Now it’s betting on another soothing ingredient, with.

magnesium
– based drinks, Alex Bitter reports.

It’s a way for Recess to grow without waiting for the federal government to rule on CBD– and profit from the success of CPG giants like PepsiCo and Danone have had with similar items.

CBD does not have guideline at the federal level, which efficiently bans CBD brands from key national sellers.

But while magnesium is recognized as safe, the science linking it with minimizing stress and anxiety is less solid.

Read the rest here: Recess scored a hit with its millennial pastel-hued CBD seltzer. Now its CEO is challenging PepsiCo with a move into magnesium-infused ‘relaxation drinks.’


Former playboy model Esté Swanepoel holding an mosaic framed picture of the iconic bunny at the Playboy publishing gala event

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Former playboy design Esté Swanepoel holding an mosaic framed picture of the renowned bunny at the Playboy publishing gala occasion.


Foto24/ Gallo Images/Getty Images.



Playboy’s NFT

Playboy is joining the growing list of media organizations releasing non-fungible tokens, in this case to showcase its art and photography archive and to release original works from artists, Kari McMahon reports.

If that does not jibe with your image of Playboy, consider Playboy’s roots. “In the first concern of Playboy publication, there’s this line, ‘Picasso, jazz, Nietzsche, and sex, those are the four perfect discussion subjects for any sophisticated person’,” said Rachel Webber, Playboy’s primary brand officer and president of corporate technique. “Right in the core of Playboy’s DNA is gratitude for art and for great artists.”

Other things you may not understand about the more woke Playboy today: It’s no longer associated with the Hefners. The publication stated in 2019 it would mainly hire women professional photographers to shoot Playmates and that it would have intimacy organizers on set.

Check out the rest here: Playboy is the latest company to hop on the NFT pattern. The business’s primary brand name officer describes why the digital asset revolution is ‘a massive business chance’.


Other stories we’re reading:

Thanks for reading, and see you next week. And remember you can sign up for this newsletter here

— Lucia

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