Discovery aims for new approach to channel ads

Discovery Networks EMEA has appointed BDA to handle on-air advertising for its channel portfolio.

World of Discovery: Broadcaster has given BDA on-air ad business

BDA will create and broadcast localised ads for each of the network’s channels, which include Discovery Channel, Animal Planet, Discovery Science and Discovery HD and their associated programmes. Work was previously created in-house.

The agency was appointed after it created the global ads for the new Discovery HD Showcase channel (pictured). It will now produce 11 promotional campaigns a month for the channels, starting with an ad to promote Animal Planet’s Shark Month.

Discovery Networks EMEA senior vice-president of marketing communications Maurizio Vitale says/ “Discovery has a portfolio of strong channel brands available in every country across Europe and much of the Middle East and Africa, which broadcast the highest quality factual entertainment programmes. Our mission is to grow and localise our channel offerings.”

In April, Discovery Networks UK appointed Naked Communications and the7stars to handle its media planning and buying business.

Discovery Networks, which is owned by Discovery Communications, spends over £1.1m on marketing, according to the latest Nielsen figures. It works with a large roster of agencies, including Brothers & Sisters, Cocktail Marketing, Just Media and Vizeum.

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