As Executive Vice President for digital media sales at NBC, Peter Naylor has helped some of the biggest online brands navigate the choppy waters of the digital revolution and steer their way to success.
Anyone in media jobs should keep their eye on Naylor if they want to develop successful careers.
NBC.com, CNBC.com, SyFy.com, Bravotv.com, USAnetwork.com and iVillage are just some of the online outfits whose ad sales Naylor takes care of and he was at the forefront of the launch of the Universal Audience Platform, a ‘first party’ online network of over 20 NBCU digital properties with a reach of more than 60 million unique users every month.
Where’s He From?
As well as heading up the ad sales for some pretty big properties, Peter Naylor is also charged with leading the sales efforts of some burgeoning digital platforms around social TV including BravoNow, NBCLive, SyFyConnect, OxygenLive and Sunday Night Football Extra, as well as optimizing each one for mobile and tablet devices.
Prior to his role at NBC, Naylor led sales for iVillage properties, where he was responsible not only for the sales team as well as forging new partnerships and new revenue streams for the company. iVillage was acquired by NBC in 2006.
Prior to his post at iVillage, Naylor was vp for sales at Terra Lycos and before that he was Eastern Sales Director for online publishing pioneers Wired Digital Interactive and he has also held sales positions with Vanity Fair and Spin magazines and at radios stations including WSSH in Boston and Marlboro’s WSRO.
As if all of this wasn’t enough, he sits on the boards of The Internet Advertising Bureau and The Online Publishers’ Association and serves on the Digital Marketing Board of Governors for DMG World Media. In addition, he was a founding board member of 212, a New York interactive media trade association.
How About Now?
Naylor writes regularly for the Advertising press and is a frequent guest speaker at sales and media events. He wrote recently on the seachange facing web publishers, who, he believes, should change their evaluation methods to reflect viewable impressions rather than impressions served, which can lead to over counting and an inflation of the figures. With this piece, he was showing he’s still at the cutting edge of advertising and forging a path for the ad guys through the digital landscape.
He’s got some interesting and worthwhile things to say about the future direction of the industry too, and for anyone who’s interested in working advertising, technology or media jobs, he’s definitely worth keeping an eye on.
When interviewed recently about the challenges facing advertisers as they try to link advertising strategies to appropriate content that reaches fragmented audiences.
“Traditionally, a company would produce ad creative, buy media against a target audience and then research impact,” Naylor said. “The first step in today’s era is acknowledging that consumers are multifaceted. They are not always playing the role of “frequent business travel” or “primary grocery shopper,” and demographic age cells are not always the best proxy to target an audience.
“Ad creative and ad strategy need to be informed by insights beyond the conventional models. So everything flips. Research informs media choices and media placements should inform creative execution. Research and insights are the top of the funnel.”