Discovery is not looking to build an exclusive club of advertisers around the launch of its streaming platform in January, and is tempering initial expectations.
The cable programmer won’t limit sponsorship opportunities in Discovery+ to just a handful of brands, as previously expected. “We are not doing this as a share of voice,” says Jon Steinlauf, chief U.S. advertising sales officer, Discovery.
Discovery will offer brands greater access and opportunities to help shape how advertising looks on the platform, based on how much they spend.
“We have to temper some of the enthusiasm,” Steinlauf says. “We are looking at this as 'let’s learn as we go. Let’s just see how this goes and what the right size is.' We are not looking at it like a club with eight accounts; we want to accommodate as much as the inventory will allow.”