Víctor Parada of Discovery: Programmatic TV it’s still in its infancy

Víctor Parada, VP Advertising Sales at Discovery U.S. Hispanic, said that this season they are expecting sales to soar both in upfront and scatter, and also digital growth. “Upfront for us -and I believe that also for general market- is like a pendulum, with years where upfront moves a lot of money and scatter less. We’ve seen recently a trend where there is more money on scatter and the upfront market has dropped a little, of course it depends on the programming you have” he said. Regarding the use of programmatic for TV, he said that it’s still in its infancy. “We know that is a force in the market and that data is very important for advertisers in order to aim much more specific niches. We’ll do it through TV if it’s possible, but it’s still in an early stage in the market.” Some of the programming novelties he mentioned are: for Discovery in Spanish, the third season of Texas trocas; the fourth season of Mexicánicos; the auction cars show Barrett-Jackson live, Desafío x 2, Tarzán americano, and for Discovery Family, Dos en un millón, among others.