Welcome to The Point, EDO’s guest series where we’ll talk with people who represent the future of the TV advertising industry about what’s happening in the industry today and where it’s headed.
From their insights and experiences to advice for others looking to jump into the field, there’s a lot to cover – so let’s get right to the point!
Emily Jacobson, Senior Analyst,
Ad Impact at NBCUniversal
Today we’re chatting with Emily Jacobson, Senior Analyst, Ad Impact at NBCUniversal. Welcome, Emily!
How did you get your start in the industry?
I was always interested in advertising and interned at several agencies while in college. I liked the more quantitative side of the business and landed a job as a data analyst at an ad agency. While there, I managed a database to compile results across paid, digital, and social media to optimize advertising spend. I was interested in transitioning to the publisher side of the business and was excited to accept a quantitative role at NBCU to work across a more extensive client list.
What’s the most exciting part of your work/role?
I get to work across the breadth of the NBCU portfolio, and I love knowing that the work I touch reaches millions of viewers. I find great satisfaction in watching beloved shows, such as SNL, and seeing a brand sponsorship on the TV then learning that it effectively drove the advertiser’s KPIs. I get the opportunity to tie engaging content to fantastic brands, and I find it so fun!
What’s the most challenging part of your work/role?
With all of the different data sources available at our fingertips, it is often overwhelming to know what and where to pull data to evaluate a campaign’s success. It is difficult to find accurate and relevant data to help drive insightful learnings. Positioning the learnings to drive actionable recommendations within the context of your client’s business objectives is challenging.
Has the industry changed in the time you’ve been working in it? If so, how?
Within the television entertainment industry, viewers have an increased number of resources to consume television and movies. With so many platforms and services, viewers are making their own schedules, giving publishers and marketers alike new opportunities to reach audiences. At NBCUniversal, we know that great content and great advertising can live together, and that thinking fuels our approach to creating the best possible advertising experiences for everyone.
What are some of the most important things happening in the industry right now, or something the industry needs to be thinking about?
The importance of cross-platform measurement continues to be a priority across the industry. In our current landscape, advertising campaigns extend across a variety of different platforms and publishers. Building a successful advertising campaign at scale is complicated, and a holistic measurement approach is imperative to accurately reflect a campaign’s effectiveness. The difficulty of cross-platform measurement stems largely from a lack of standardization across industry segments. But marketers today are being challenged to do more with less, demonstrating how important cross-platform measurement is to continue to show value.
Thanks for sharing these interesting insights on the industry, Emily.
I’d love to hear more about your experiences and career, especially thoughts for others looking to work in the TV advertising landscape.
For someone interested in a role like yours, what advice do you have for them?
Throughout my career, I’ve learned that you should streamline/automate wherever possible. There are only so many hours in the day, and learning how to use them efficiently will help you be more effective. Whether it’s mastering a project management tool or creating excel macros, streamlining routine/repetitive tasks wherever possible enables you to use your time on more complex and often more rewarding projects.
What’s the biggest surprise you’ve had in your career?
Everyone has something to teach you, but you have to be open to listen. I never expected to learn so much from people outside of my team.
What’s the biggest professional obstacle you’ve overcome?
It took me a while to understand how I learn and work most effectively and what I need to succeed. I was nervous to voice this to my managers, because I did not want to show weakness or sound difficult. Having those open and honest conversations provided a deeper understanding of my working style and made my relationships with my managers much stronger.
Is there a mentor or source of inspiration that’s been a strong influence on you?
Upon graduation, I began working at an agency on a very understaffed team. Within two weeks, I ran a database and reported out on millions of advertising dollars of revenue to clients. Since my direct manager quit, I was overwhelmed and always stressed. A different manager on our account took me under his wing. No task was too big or small, and he sincerely tried to help wherever he could. He showed me what it is like to be a great team member and the importance of cultivating a good work culture to bring out the best in others.
Last question – is there a motto you live by?
“Straight roads do not make skillful drivers” – Every experience, good or bad, has something to learn from to benefit you for future adversities.
Before you go…
Favorite season? Fall
Favorite holiday? Christmas, because it is the only time my extended family consistently gets together.
Go-to comfort food? Dark chocolate peanut butter cups from Trader Joe’s
Top 3 Musical Artists? Florence + The Machine, Caamp, and Creedance Clearwater Revival
Favorite TV show? 30 Rock- I’ve watched the entire show start to finish at least three times.
Favorite hobbies? Listening to live music, exploring different cuisines from around the world, rollerblading, painting, and road trips
Coffee or Tea? Coffee, but always iced regardless of the weather.
Thanks for joining us, Emily. We wish you all the best!