Two years after the launch of Discovery Engage, a data-driven linear television targeting solution, Discovery has expanded from three targetable categories to nine. Now bolstered by its acquisition of Scripps Networks Interactive, Discovery is in a pilot with Sorenson Media to offer advertisers \u201ca complete marketing mix,\u201d says Discovery\u2019s Keith Kazerman.<\/p>\n
\u201cMany clients now are using first-party data to apply to their linear TV buys. It is the full national scale in that entire break, but we\u2019re able to find the highest concentration of that target audience and deliver that spot to those households in a much more effective and measurable way,\u201d says Kazerman. \u201cReally, every major advertiser group has leaned in at this point.\u201d<\/p>\n
Asked about Discovery\u2019s work with Sorenson in this interview with Beet.TV, Kazerman<\/a> says it\u2019s aimed at filling a gap in what Discovery\u2019s national portfolio can deliver to advertisers. He notes that cable has always been good at top-of-funnel reach at scale.<\/p>\n \u201cNow with Engage, we can reach consumers in a consideration set, middle of sales funnel. The one piece that hasn\u2019t really been answered at scale yet has been addressable or dynamic ad insertion on live linear feeds.\u201d<\/p>\n