• by David Goetzl  @dgoetzl, December 7, 2006

Advertisers are increasingly looking for ways to link with identifiable network brands off air, and NBC has tapped an executive to facilitate those objectives.

As senior vice president, strategic marketing at NBC Universal, Barbara Blangiardi will head a team looking to give advertisers opportunities within promotional campaigns in prime-time fare, as well as theme parks, films and elsewhere within the NBCU portfolio.

As part of NBC's in-house marketing agency, Blangiardi has executed similar initiatives, such as the launch campaigns for "Heroes," which involved Nissan, and "Friday Night Lights"' experience with Toyota. Her new role will continue to integrate marketers with NBC promotional activities. She will also provide them with opportunities to join marketing efforts for films, cable shows and theme-park activities.

NBC says her strategic marketing team will be "a connecting hub between divisions."

Her centralized marketing group, which will be housed with the NBC Agency in Burbank, Calif., will also launch a consumer insights group.

In the DVR age, ads are skipped, but people may watch more hit shows, giving those brands more resonance. Marketers are searching for ways to weave their messages into off-air promotions and other avenues beyond the traditional 30-second spots.

Blangiardi joined the NBC Agency seven years ago. In 2001, she became vice president, marketing and special projects.

Beth Comstock, president of NBCU digital media and market development, announced Blangiardi's promotion.