Colombia. For its new targeting tool, Discovery is applying artificial intelligence. Cupido by Discovery, through its more than 300 TV programs, 10 channels and all its digital presence, will allow its allied brands to find and connect the most related audiences to their products.
The objective, to generate a more effective advertising message, to achieve a better connection, almost love at first sight, between advertisers with viewers and netizens.
"With Cupido by Discovery we allow customers to verify in our content where their current and future consumers are and how to conquer them," explained Paolo Miscia, director of Insights, who also added that with this new tool, "Discovery will reach the hearts of advertisers, facilitating the way for them to find their better half."
The novelty of Cupid by Discovery is in the application of EI to targeting, because using Personality Insights from Watson, IBM's artificial intelligence engine, it will be able to create personalities for both brands and audiences and content, crossing the variables that make them compatible.
"From that affinity, we will identify more precisely within our offer the spaces and context in which advertisements will have a greater impact," Miscia said.
To identify TV and social media audiences, 600 interviews were conducted to define them. The end result was the identification of five consumer personality groups: Prudent Empaths, Narcissistic Explorers, Dedicated Optimists, Passionate Impulsive, and Persistent Fighters.
This tool will have reach throughout the region, from the United States (with US Hispanic) to Patagonia; however, its launch will be in Colombia, a market that, according to Miscia, is currently very sophisticated in terms of targeting.
Cupido by Discovery will give advertisers the opportunity to get closer, as never before, to the true value of Discovery content, to catch its halo effect, taking the good perception of one of the most beloved brands in cable television.
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