Francisco Lorenzo, Discovery: Advertisers bet on-brand content because they need another exhibition window

Discovery continues growing in brand content
Cynthia Plohn, Buenos Aires|03 de enero de 2020

Discovery Networks continues growing in the business of brand content. Recently, Discovery Home & Health launched its new original production, Mientras No Estabas, that includes the presence of brands such as Sinteplast, Easy, Einhell and Fischer.

Francisco Lorenzo, Advertising Sales Manager, Southern Cone at Discovery Networks Latin America / US Hispanic, highlighted that for more than three years they have been developing this type of format. “It is a trend and we feel we are at the forefront of the industry, that has given advertisers the possibility of integrating their brands into content in an organic way in the storytelling, and also with contents for other platforms in which brands also take part," he said.

Throughout this year, they have worked together with brands like Motorola on Discovery Channel. Additionally, they launched a new season of Locos x el Asado on Food Network, they have also worked with the Tourism Office in Uruguay and are about to launch a multiplatform miniseries related with barbershops.