Discovery Inc. is partnering with a localized digital advertising solutions company to offer premium local-market OTT inventory ad sales in the U.S. MediaPost reports that Discovery has partnered with Gamut for the initiative.
“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).” MediaPost reports. “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.”
The report adds: “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.”
Steinhauser noted that the partnership will enable advertisers to scale their local-market OTT campaigns “with precision.”