U.S. HISPANIC
Discovery US Hispanic: Beginning to sell some of the inventory programmatically
Maribel Ramos-Weiner| 12 de junio de 2018
Discovery Fachada
At Discovery, their goal is to offer their audience access to the content they love wherever they are and whenever they want it. “We’ve seen an incredible response in mobile downloads for our Go apps, increasing users by 150% and video views by 730% since the launch,” highlighted David Tardio, VP of Ad Sales, Discovery US Hispanic.
When consulted on programmatic, he said it is a very efficient way to make their digital video inventory available to advertisers. “We are beginning to sell some of the inventory programmatically, but since the demand for digital inventory has been so robust, we haven’t released much of it to the marketplace. As we continue to grow our user base, we will be allocating the proper amount of inventory to the programmatic marketplace,” he commented.
He expressed that they continue to see strong growth in the Mobile, Retail, CPG, Movie Studios, Beauty, and QSR industries.
He highlighted that advertisers love being associated with Discovery’s high-quality content and the company has several ways clients can benefit from their creative expertise.
On the linear side, Discovery offers many opportunities where clients can integrate into our programs and leverage the content and talent for customized extensions: Emprendedores (Discovery en Español) is one of those contents: a series dedicated to Hispanic small-businesses allows for advertisers to integrate into the storyline and to showcase how their products/services can help small businesses succeed. State Farm and RAM were charter sponsors of season 1 and we created a plethora of customized content for each of them,” explained Tardio.
Another content is Speed Shop Mexico on Discovery en Español, that revolves around Zaky Ibrahim, who became passionate about cars as a child in part inspired by his Hot Wheels collection. He modified his first car at the age of 17 and today he manages the wildly successful Speedshopmx in Mexico City, bringing together the very best in the business to customize and personalize classic American cars.
Another program is Las Hermanas Araisa from Discovery Familia, that follows these sisters who are expert house flippers who don’t hire out. From accounting to demolition to design, these industrious women and their extended family get the job done.
Beyond linear Tardio mentioned that Discovery has different ways to create content on behalf of clients through their partnerships with TEN (MotorTrend en Español) as well as group nine (Thrillist, The Dodo, Now This). “These partnerships allow us to offer ways for advertisers to connect with a millennial Latino audience,” he added.
