Prior to the start of Discovery Communications’ upfront pitch to advertisers, the company has launched a new custom marketing platform focused on optimizing investments across the company’s entire portfolio, Ad Age reports. It has also unified the digital and linear ad sales units, which means clients will deal with one sales rep across both linear and digital. The upfront season is predicted to be strong, as we reported here, and there are likely to be more pitches from cable networks seeking to lure digital ad dollars with claims of richer data insights and analytics. With the new “One Discovery” platform, the emphasis will be on placing clients’ brands across Discovery’s assets–from linear TV, to online networks to virtual reality experiences. And with this new strategy, the company hopes to boost digital revenue–the part of the business that stands to experience the most growth.
Cable Giant Pitches ‘Our Fans, Your Brands, One Discovery’ On the eve of what is expected to be the most robust upfront market in years, Discovery Communications has made a number of fundamental changes in how it will transact business with its advertisers.