Discovery is not looking to build an exclusive ad club with its streaming service - AdAge.com

The platform’s ad-supported version, which costs $4.99 per month, will debut on Jan. 4 with five minutes of commercial time, on par with other streaming services.

It will also utilize ad formats similar to other streaming platforms like prime pods (one-minute commercial breaks), binge ads and pause ads. It will also lean into commerce, with many of the brands that advertise on its channels, which include HGTV, Food Network and DIY, being endemic to the space, Steinlauf says.

In an effort to build in a cushion amid an uncertain year, Discovery is packaging Discovery+ along with its Go apps, which require authentication through a TV provider. This will allow the company to set guarantees with the two together and shift campaigns from one to the other if necessary, Steinlauf says.

Discovery is still out in the marketplace with Discover+.

Discovery announced earlier this month that its streaming platform will debut with initial sponsors including Boston Beer Company, Kraft Heinz, Lowe’s and Toyota.

There’s also an ad-free option for $6.99 a month. Discovery+ will also be available for free to Verizon customers for one year, due to a distribution agreement.

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December 15, 2020 at 01:00AM
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Discovery is not looking to build an exclusive ad club with its streaming service - AdAge.com
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