Discovery Ramps Up New Streaming Ad Formats

The Discovery Advertising Sales unit recently introduced a suite of eight advertising formats for discovery The formats also can be used on the GO streaming apps which allow viewers to access the company39s many linear channels including Discovery Channel TLC Animal Planet and HGTVEarly sponsor reaction to the initiative is quotvery strongquot according to Jim Keller Discovery39s Executive Vice President for Digital Advertising Sales and Advanced Advertising quotThey know that ads are not necessarily viewed here as a disruptionquot he said quotThey are viewed as part of the entertainment Somebody is going to learn from the ad experience because it39s so endemically linked to the content they39re viewingquotAlthough all eight formats are attracting deals early on four are picking up the most interest They includeGreenLight a oneday sponsorship that gives an advertiser the very first commercial availability that all discovery viewers watch no matter when they tune in that dayLimeLight where a program runs with limited commercial interruptions so that a given client39s ads are delivered to greater advantageShowcase Ads giving viewers the chance to purchase food or homecentric products during a messageMarquee Collection customized campaigns that allow an advertiser to select specific shows from a library of over 60000 episodes where they want their commercials to runUse of the formats is complementary not a substitution to linear ad buys And a mix of the two is paying off Discovery advertisers that run connectedsmart TV and digital spots along with linear messages are getting a 16 lift in incremental audience reach Keller notedquotEverybody knows consumers are in control of how they are consuming different content both in adlight and adfree formatsquot he continued quotWe want to make sure we39re offering ad messages to our viewers that excite them entertain them inform themamp160and allow them to engage with our marketers39 messages in unique and different waysquotInternal ad servers assist Discovery in ensuring the specific advanced ad format the client wants is carried out Kraft Heinz39s recent use of GreenLight ads is one of several avenues this format can work to an advertiser39s advantage in Keller39s estimation quotYou can sell this to a movie advertiser to help promote an opening day in theatersquot he said quotYou can sell it to a car company that39s launching a new line of cars on a specific day or do something fun around a national donut or pizza dayquotThe other available formats includeHighLight giving a sponsor ownership of a program39s first commercial break reducing clutter and increasing impactStopLight which serves up ads after consumers pause their sets rather than during the traditional commercial breakSpotLite where a sponsor invites the viewer to watch a program adfree after bingeing three episodes of that program in a rowSearchLight where advertisers match specific commercials to specific episodes based on multiword expressions spoken during the episode such as quotice creamquot or quotbeach tripquotLook for other advanced ad options involving discovery to launch next year including one where viewers get a choice of ads to watch from a specific advertiser during a commercial breakAs time goes on ad opportunities will become increasingly interactive Keller concluded quotWe39ll continue to explore solutions that create more shoppable and commerce experiencesquotClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillagecomMyersBizNet

SUBSCRIBE FOR FREE MEDIAVILLAGE CONTENT | BECOME A THOUGHT LEADERSHIP CONTRIBUTOR

Discovery Ramps Up New Streaming Ad Formats

Author

Publish date

Channel

Simon Applebaum

FEMA and the Ad Council Encourage AANHPI Communities to Enhance Disaster Preparedness in New PSAs - Ad Council InSites

More Videos:

SUBSCRIBE FOR FREE MEDIAVILLAGE CONTENT | BECOME A THOUGHT LEADERSHIP CONTRIBUTOR

Discovery Ramps Up New Streaming Ad Formats

Enjoying This Commentary? There's More to Love

Simon Applebaum

TAGS:

FEMA and the Ad Council Encourage AANHPI Communities to Enhance Disaster Preparedness in New PSAs - Ad Council InSites

Cookies