Getting Discovered: A Launch Marketing Case Study
Emily Groch, Comperemedia’s Director of Insights, Telecom, will be featured in the 2021 Virtual StreamTV Show. Emily will be presenting on “Getting Discovered: A Launch Marketing Case Study.” More on what this presentation will cover below!
As the crowd of streaming video options expands, the challenge for new services to differentiate also grows. While content and user experiences must stand out, each streamer’s marketing must also cut through more and more noise to reach and convert viewers. As Discovery+ entered the marketplace in January 2021, it brought with it a different approach to content, and also to marketing, which is helping it connect with fans of a specific type of reality-based TV.
This presentation uses Comperemedia’s marketing intelligence platform to examine Discovery+’s 2021 US marketing strategy and address the following questions: How does Discovery+’s marketing mix differ from competitors? What approaches are helping Discovery+ connect with consumers and drive sign-ups? And what might the WarnerMedia/Discovery tie-up mean for the future of Discovery+ (and HBO Max)?