Discovery's Dplay opts for The Next Ad’s Expertise for their full Facebook and Google Campaign Strategies
For the complete set-up and roll-out of the digital campaign strategy around Dplay, Discovery Benelux has made the decision to work with the Team at The Next Ad, a Facebook and Google Marketing Partner with extensive experience in developing their own advertising technology and managing campaigns.
Discovery Benelux and The Next Ad are no 'strangers' to each other. On the back of a successful 5 year collaboration between the two parties, The Next Ad was able to persuade the team at Discovery Benelux to expand their cooperation with the help of their undisputed knowledge and skills. However, this time around, the focus will be set on Facebook, Instagram and Google.
Dplay is Discovery Benelux's new premium streaming video on-demand service. Dplay enables viewers to watch all of Discovery’s popular programs such as TLC and Investigation Discovery for a fixed monthly fee of €3,99. The service also offers users the possibility to watch shows ahead of time, whilst allowing them to re-watch shows that have already been aired. Furthermore, it’s also possible to use the service to watch live television thanks to a list of channels that includes Discovery, TLC and Investigation Discovery. In addition to that, Dplay has a mobile and tablet app (iOS and Android), whilst it is also available as a desktop version which can be streamed to your television via Airplay or Chromecast.
After the launch of this new premium streaming service, new campaign goals and objectives have been set. Examples include registering as many Premium Users as possible and then expanding the usage and capabilities of the app. Therefore, in order to achieve the best possible results for this new service, the Discovery Benelux team made the decision to launch yet another pitch.
"After years of collaboration for the brands within Discovery, TLC and Eurosport, we decided that it is never wrong to repeat a pitch for a slightly different campaign approach. That was the idea that the Marketeers of Discovery Benelux had for their latest streaming service, Dplay. "This kind of pitch indicates that you don't make your decision based on the long-lasting relationship you've built up over the years, but rather due to the in-house knowledge and expertise that the Next Ad team possesses.” They have always kept us sharp. We truly see The Next Ad's team as an extension of our team, as a partner. A combination of refreshing insights, new approaches and critical feedback that help deliver the best results is probably the best way to describe our collaboration in recent years." - Chanine Kerseboom, Manager Product Development & Digital, Discovery Benelux.
“With Dplay, under the leadership of our star digital consultant Tari, we will be launching a complete new series of campaigns with a conversion-related KPI that will also involve YouTube advertising. Furthermore, we will be expanding the always-on campaigns to YouTube and Display, in addition to the campaigns being run on Facebook and Instagram. After the successful completion of Dplay campaigns, the next opportunities may even be greater than the Benelux. Discovery Europe, perhaps? Who knows!” - Iris Schoenmakers, VP Sales & Services, The Next Ad
About Discovery Benelux
Discovery Benelux operates a total of eight television channels across both the Netherlands and Belgium, with Discovery, TLC and Eurosport 1 available on basic Freeview TV in Holland. Investigation Discovery, Animal Planet, Discovery Science, Discovery World & Eurosport 2 can all be accessed via Digital TV. In the Netherlands, these channels attract an average of more than 10.5 million viewers per month (6+, January-December 2018, source: SKO). In addition, the video on-demand service Dplay offers a wide range of programs available on Discovery, TLC and Investigation Discovery.
In Flanders, Eurosport 1 and Discovery (since October 2009) can be accessed via analogue television, whilst TLC (since 30 March 2015) can be watched on digital tv. Animal Planet, Discovery Science, Discovery World, Eurosport 2 and Investigation Discovery are also available on digital television reaching an average of 3.6 million monthly viewers (4+, January - December 2018, exclusively Discovery World, Eurosport 2 & Investigation Discovery, source: CIM TV Noord).
At present, the Discovery, TLC and Eurosport panels consist of more than 28,000 members, confirming Discovery Benelux’ crucial role in the area of catering series, shows and documentaries for both men and women. More information about Discovery Benelux: www.discoverybenelux.nl or follow Discovery, TLC, Investigation Discovery and Eurosport on social media: Twitter (@discoverynl, @tlcnl, @Eurosport_NL), Facebook (facebook.com/discoverynl, facebook.com/tlcnl, facebook.com/InvestigationDiscoveryNL, facebook.com/EurosportNL), Youtube (youtube.com/DiscoveryBenelux, youtube.com/TLCnederland, youtube.com/IDNederland) and Instagram (instagram.com/discovery_nl, instagram.com/tlcnl).
About The Next Ad
The Next Ad is a fast-growing Ad Tech company that enables companies to maximises and increase their Facebook, Instagram and Google campaign performance. Working with the world's finest advertisers enables us to develop innovative technological solutions.
Our solution consists of a data-driven platform that optimises and automates social advertising campaigns, monitored by a team of performance experts that offer the best services available. The Next Ad is an official Facebook Marketing Partner and Google Partner that has efficiently led top advertisers such as Heineken, Loavies, Catawiki, Takeaway.com and Discovery Networks to impressive successes.
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