U.S. HISPANIC
Discovery: With Discovery Beyond we join the best of the TV with digital
Maribel Ramos-Weiner| 11 de diciembre de 2018
Carolina Angarita
Carolina Angarita, VP Digital for Latin America at Discovery Networks and Country Manager for Colombia at Discovery, presented the new tool Discovery Beyond, with which they promise to join the best of television and the digital world without having to worry about brand safety.
“Our big bet is to transcend the traditional offer and put Discovery in a place of innovation through Discovery Beyond, offering our clients the best alternatives,” comments Carolina Angarita.
For her part, Andrea Hernández, director of Adsales and Planning at Discovery Colombia, added: “Our tool is comprised by three parts, insights, contents and distribution”.
The insights are the information gathered from the clients, accompanied by the tool Cupido, which allows matching with brands´ personalities. Contents can be provided by the client or made by Discovery. And regarding distribution, all the Discovery platforms will be used, both television and digital ones, adding the channel Discovery Social Stars, where they have 150 thousand influencers (comprised by their own talents, and also external ones from Latin America and the world).
“The success cases under Discovery Beyond include Cocktail Challenge, where we start to get to know the brand personality and client´s needs in order to build a strategy, using the influencer Tulio Zuluaga and managing Diageo to quadruplicate sales of cocktails with Buchanan’s, selling 21,000 cocktails”.
