The Takeaways:
- OneGraph will offer marketers the ability to analyze data across all of Discovery’s linear and digital platforms, which account for a 30% share of cable TV viewers.
- LiveRamp, the big advertising-technology company, is the “data connectivity” behind OneGraph.
- “As the industry moves away from age and gender and embraces audience-based buying, we have heard from many of our clients that they want the ability to activate a unified audience target across all screens combined with the ability to analyze on the back end,” said Sam Garfield, VP Data Strategy and Analytics, Discovery, Inc, in a statement. “OneGraph, utilizing Discovery’s proprietary data, harnesses the power of Discovery’s 30% market share and scale to provide incremental reach across all platforms.”
What it means:
OneGraph will work with Discovery Engage, the company’s data management and analytics platform.
After the launch, advertisers will be able to use Engage to access Discovery’s portfolio of 18 U.S. networks and platforms to activate more than 50 audience segments based on data from viewers of TLC, Food Network, Discovery Channel and HGTV; along with access to more than 20,000 third-party segments.
Engage also allows for activation of custom data segments and first-party client data sets from partners. The company also said the product will let clients use reach and analytics results to measure lift and meet key performance indicators.
A New Era For Advanced TV?
While Discovery has given advertisers audience targeting capabilities on linear through its Discovery Engage offering, extending that targeting into digital platforms has so far been unprecedented in the industry.
“The need to build and connect addressable audiences has never been more pertinent. By powering Discovery’s OneGraph via our data connectivity platform, we are ushering advanced TV into its next era by actually leveraging viewership fragmentation via addressable targeting across the TV marketplace,” said Jay Prasad, chief strategy officer at LiveRamp TV, in a statement.
So far, Discovery’s advertising innovations seem to be working. In 2019, Discovery grew U.S. advertising revenues by 13% to $4.3 billion over the year before.
