A year after Discovery merged with Scripps Networks, the TV conglomerate’s upfront pitch has advanced beyond its expanded footprint across traditional TV and digital. As part of this year’s pitch, Discovery is focusing advertisers’ attention on its ability to pinpoint specific audiences within that footprint.

Discovery has begun to use its own first-party audience data to target ads across its linear TV networks and its Go-branded TV Everywhere apps, which people can use to stream its shows on their connected TV, phones and computers after signing with their pay-TV accounts. Discovery has collected that data through people’s behavior on its sites as well as programs like HGTV’s Dream Home contest, which received 130 million entries between December 2018 and February 2019. Based on that data, it has created “just about 100 proprietary [audience] segments in the home, food, travel and auto verticals,” said Keith Kazerman, evp of digital sales, advanced advertising and research at Discovery.

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