Discovery Launches New Streaming Ad Products
- by Wayne Friedman , November 16, 2021
Discovery Advertising Sales has announced a number of new streaming advertising opportunities -- including a one-day sponsorship where a commercial will be the first thing viewers see on its streaming platform, discovery+.
The company, which is calling those commercials "Green-Light Ads," did not offer financial specifics.
Other new ads include High-Light Ads. Advertisers can own the first ad break of a show, which Discovery says makes brand messages more impactful and avoid clutter; Lime-Light Ads, for programs with limited commercial interruption; and Stop-Light Ads, which appear when viewer pause their viewing.
Other ad activations include: Showcase Ads, which allows viewers to make purchases via the TV screen, focused on Discovery’s food and home program content; and Spot-Lite Ads, a sponsorship that gives viewers with an ad-free environment. This comes after viewers binge three episodes in a row.
In addition, Search-Light Ads will match advertisers messages “contextually relevant content.” Marquee Collections allow marketers to select from Discovery’s streaming library of more than 60,000 episodes for messaging exposure.
In its third-quarter reporting period, Discovery’s U.S. advertising revenue grew 5% to $991 million. For its nine-month period ending Sept. 30, advertising revenue was up 4% to $3.1 billion.
I'm always intrigued by stations, whether it be radio or television, that create and try new ideas. Before I was done reading this article, I was saying to myself, "I bet this'll work for them." If I remember correctly, TV viewers were allowed and being tested on making purchases from home on products highlighted in shows they were watching and it must have failed miserably because it seems to idea disappeared. Good luck to Discovery+ and congratulations on your new ideas.