Discovery Communications is taking a mobile-centric approach to producing and localizing the Olympics content, which it owns the exclusive TV and multimedia rights to in 50 European markets. At a press event at the Mobile World Congress, the company revealed it is planning to team up with local mobile providers, who will serve as the official mobile broadcasters of the Summer and Winter Olympics games. Discovery believes this will enable it to provide viewers with the most relevant content and access a “personalized, direct link” with consumers. It also provides Discovery with more data on local interests and media habits, particularly on mobile, that can further inform its ad operations.
What Brands Need To Do
This is an interesting approach that many international brands can adopt to creating and distributing localized content at a global scale. The proliferation of mobile access has given rise to several global mega-channels, such as YouTube and Twitch, that can reach audiences worldwide in ways that traditional media channels can’t. They offer brands new platforms to reach global consumers, but brands still need to localize their messaging and content to engage with customers in each regional market. Therefore, whether for distributing owned content or advertisements, globally-minded brands need to choose partners who can leverage their scale and local expertise to effectively reach consumers.