You will be redirected back to your article in seconds

Discovery Will Sell Ads In Virtual Reality In Time For Upfront

Discovery Communications said it would offer to sell advertising in virtual-reality experiences it produces, becoming the latest media outlet to attempt to hook Madison Avenue on this new content format.

Discovery, which operates cable networks such as TLC, Investigation Discovery and Science Channel, said it was ready to create “fully immersive virtual reality experiences that put client’s brands in the center of the action.” The company said it has produced “more than 50 experiences” and is adding new content on a regular basis. The media company said it was willing to work with ” top production and distribution partners, and talent” in its efforts to interest advertisers in the nascent medium.

Virtual-reality remains more of an experiment than a viable form of media that can be sold nationally on behalf of blue-chip advertisers, but Discovery’s efforts to gain traction in the idea is emblematic of the media-industry’s interest in further developing this emerging frontier.

Earlier this month, ABC experimented with the medium as well, inserting Lexus into a virtual-reality experience related to the start of the second half of the drama series “Quantico.” Viewers were recently directed to a three-minute-plus vignette that showed members of the “Quantico” cast taking on a mission using a LX 570 SUV. Viewers who paid a visit were rewarded not only with a 360-degree view of the action, but a few “Easter egg” reveals about the show and its storylines.

Discovery makes its pitch as the TV and advertising sectors focus more intently on the annual upfront market, when U.S. broadcast and cable outlets try to sell the bulk of their advertising inventory for the coming programming season.

Discovery also said it was willing to sell ads across its TV programs and digital properties in more seamless fashion, echoing moves made by other media companies in the recent past as viewers of TV programs tap new methods like streaming video to access their favorite series.

Discovery said it had set itself up so that advertisers could purchase inventory across TV and video on demand, as well as its digital-media properties relating to science, technology, history, adventure and world events.

The company also refashioned an initiative that gives advertisers access to new kinds of data that help them place commercials alongside content most likely to reach a specific audience that is defined by more than the typical age and gender categories. The “Discovery Engage” offering lets advertisers share insights from data gleaned from set-top boxes.

Discovery placed some emphasis on its in-house production team that develops and produces content on behalf of advertisers for TV shows and digital content.



More TV

  • Win Rosenfeld, Jordan Peele and Simon

    'Star Trek: Discovery,' 'Twilight Zone' Bring Energy, Emotion to PaleyFest

    Both the CBS All Access shows “Star Trek: Discovery” and the upcoming “Twilight Zone” reboot held PaleyFest panels on Sunday, with both sets of cast and creators bringing energy, humor, and emotion to the stage. Both panels were moderated by Variety‘s executive editor of TV, Daniel Holloway. First up was “Discovery,” where series star Doug [...]

  • Marvel's Runaways Review

    'Marvel's Runaways' Renewed for Third Season at Hulu

    Hulu has renewed “Marvel’s Runaways” for a third season. Set in the Marvel Cinematic Universe, “Runaways” stars Rhenzy Feliz, Lyrica Okano, Virginia Gardner, Ariela Barer, Gregg Sulkin, and Allegra Acosta as the Runaways, six teenagers from different backgrounds who unite against their parents, the Pride, portrayed by Angel Parker, Ryan Sands, Annie Wersching, Kip Pardue, Ever Carradine, James Marsters, Brigid Brannagh, Kevin Weisman, Brittany Ishibashi, and James Yaegashi. The new order is [...]

  • Robert Mueller Report

    TV News Scrambles Schedules in Wake of Mueller Report

    The “Mueller Report” has prompted a bevy of new reports from the nation’s big TV-news outlets. CBS News plotted a Monday primetime special to cover the disclosure of a summary of the report prepared by Special Counsel Robert Mueller that had examined Russian influence on the 2016 U.S. presidential election and probed whether President Donald [...]

  • Noah CentineoNickelodeon Kids' Choice Awards, Show,

    Kids’ Choice Awards 2019: JoJo Siwa, Noah Centineo Take on Bullying

    This year’s Nickelodeon Kids’ Choice Awards was full of positivity and encouragement to be yourself. DJ Khaled, known for his upbeat mantras, hosted the 32nd annual awards ceremony alongside JoJo Siwa at USC’s Galen center. Siwa accepted the award for favorite social music star. Siwa said in her acceptance speech, “I get hated on every [...]

  • Bette Midler, Judith Light Join Netflix's

    Bette Midler and Judith Light Join Ryan Murphy's 'The Politician' on Netflix

    Bette Midler and Judith Light will guest star on “The Politician,” the first series Ryan Murphy will launch on Netflix after he inked a deal with the streamer last year. Murphy made the announcement at the end of Saturday’s PaleyFest panel for his FX series “Pose,” and noted that Midler and Light will both appear [...]

  • Mj Rodriguez, Billy Porter, Indya MooreFX's

    Patti LuPone Joins FX's 'Pose' as Season 2 Jumps to 1990

    “Pose” co-creator Ryan Murphy revealed that Broadway legend Patti LuPone will guest star on the upcoming second season of the FX drama, and that the series will jump ahead to 1990. Murphy made the announcement while moderating the “Pose” panel at PaleyFest on Saturday, telling lead actress MJ Rodriguez that she will share many scenes [...]

More From Our Brands

Access exclusive content