The Point – TV Advertising Insights from Kali Campbell, NBCUniversal

Written by EDO Team | February 3, 2021

Welcome to The Point, EDO’s new 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!

Kali Campbell, Senior Analyst, Portfolio Integration at NBCUniversal

Today we’re chatting with Kali Campbell, Senior Analyst, Portfolio Integration at NBCUniversal. Welcome, Kali!

How did you get your start in the industry?
During my MBA, I did a fellowship with an NPR affiliate where I was the data analyst. That was really my first step into insights & measurement. After graduating in 2018, I started working for NBCU.

What makes you most excited about your job and the industry?
I really enjoy the people that I work with. That has made it a wonderful transition. Also, advertising is a very cool and unique space where you get a behind the scenes look at how, when, where & why consumers consume the way they do and how their behaviors impact the overall industry – it’s all very fascinating.

What’s the most challenging part of your work/role?
It feels great to work for a company like NBCU because it has such a robust catalogue and we have access to so many tools & resources which is phenomenal. This also comes along with a ton of data, and applications, and projects, and partners, and trainings- in the beginning it could be intimidating and a feeling of “information overload” but it was important for me to pace myself and always pre-plan what I would be tackling for the day, week, month & quarter.

Has the industry changed in the time you’ve been working in it? If so, how?
It has. Consumers have created an all-screen future, and they no longer differentiate between screens. They want to watch their favorite programs, where, when and how they choose. The industry is evolving to meet the consumer where she is, and we’ve seen tremendous growth in digital, streaming, influencer marketing and more. These trends are shifting our industry forward, and NBCUniversal is an exciting place to be as we’re at the forefront of larger industry transformation.

What are some of the most important things happening in the industry right now, or something the industry needs to be thinking about?
Everyone is trying to keep up with the evolving media landscape. A large aspect of that is understanding media consumption across the many channels consumers can watch on. Because of this, cross platform measurement is at the top of the list. Another area of focus is diversity & inclusion in the workforce and making sure our industry is creating space for authentic, diverse, rich content to be developed and published.

What do you see for the future of TV advertising? What’s going to be an important trend or conversation?
Innovation and Adaptability! Technology is transforming our industry so rapidly that we have to stay innovative in order to remain leaders in this industry. Innovation is a core theme of our business and the corner stone of strategic initiatives including One Platform and Total Investment Impact. With One Platform, we’ve blended digital and linear television, and with Total Investment Impact, we’re driving the future of measurement from insights to true impact. At the same time. Adaptability is certainly a theme for 2020. We’ve all had to really change our normal lives in numerous ways in order to stay successful under the constraints of the pandemic. Innovation and adaptability fuel transformation, and keep us at the forefront of the industry.

Thanks for sharing these interesting insights on the industry, Kali.

Can we get your advice for someone looking to work in the TV advertising landscape?

What qualities would help them succeed in this industry or in your role?
Here we try to abide by these 5 culture statements: Positivity, Collaboration, Transparency, Accountability, & Knowledge – of course a strong work ethic, too. This combination is a good recipe for success in this role.

Is there a mentor or source of inspiration that’s been a strong influence on you?
My mom. For way too many reasons to write now but she is hands down the most amazing person in the world.

Last question – is there a motto you live by?
Live life. Learn lessons. Liberate yourself. It’s not an original, but I’ve always liked the saying.