Discovery, Inc. has partnered with localized digital advertising solutions company Gamut to offer premium local-market OTT inventory ad sales in the United States.
Cox Media Group-owned Gamut will have access to premiere seasonal events airing across Discovery’s top-tier networks (no specific show titles available as yet).
With Discovery Communications’ March 2018 $14.6 billion acquisition of Scripps Networks Interactive, the newly formed Discovery Inc. began delivering more than 2 billion minutes watched per month, and a 20% share of the key adults 25 to 54 and women 25-54 Nielsen demographics, according to the company.
Discovery, which entered the direct-to-consumer OTT space in 2016, will use Gamut’s data-driven local targeting, market insights and performance measurement and optimization capabilities to accelerate its OTT growth by offering customized advertising programs, said Discovery Senior Vice President Jill Steinhauser.
The partnership will enable advertisers to scale their local-market OTT campaigns “with precision,” she adds.
Discovery’s brand portfolio includes Discovery Channel, HGTV, Food Network, TLC, Investigation Discovery, Travel Channel, MotorTrend, Animal Planet, Science Channel, OWN: Oprah Winfrey Network in the U.S., Discovery Kids in Latin America, and Eurosport.
Discovery offers content through Go apps, D2C streaming services such as Eurosport Player and MotorTrend OnDemand, digital-first and social content from Group Nine Media, a natural history and factual content partnership with the BBC, and a strategic international alliance with PGA Tour.