Discovery Networks UK and Ireland has announced a new partnership with PromoMii Ltd which will see the channel's on-air trailers redistributed on digital platforms, TVBEurope can exclusively reveal.
A pilot test took place in March, where ten promo campaigns from Discovery’s free-to-air channel, Quest, were placed in TVGuide.co.uk using the PromoMii platform.
Following the success of the test, Discovery Channel, TLC, Investigation Discovery and Quest Red have been added to the roll-out.
Discovery says that by collecting and re-distributing promos to digital platforms outside of the broadcaster's own ecosystem, "PromoMii creates the opportunity for additional exposure to new digital audiences, generating more eyeballs on trailers originally produced for on air."
The promos will be streamed directly into TV guides, EPGs, online magazines and newspapers, and other digital destinations.
Simon Downing, SVP, head of Quest and Eurosport, Discovery Networks UK and Ireland, said: “PromoMii provides an additional access point for Discovery’s fans, offering audiences the chance to engage with our world-class content on new digital platforms. This innovative partnership supports our core mission to put the consumer at the centre, enabling new and existing viewers to discover our content.”
Michael Moss, co-founder and CEO of PromoMii, added: “We are really looking forward to working with Discovery, not only is PromoMii a great way to reach new audiences, the innovative service provides performance analytics that reveal key consumer insights such as viewing behaviour and audience demographics – an invaluable tool when investing in content.”