Photo: ReutersDiscovery Communications Inc. is eyeing growth through digital content for platforms like Snapchat, as well as international expansion, the cable network-owner said Tuesday at its annual event for the kickoff of the “upfront” ad sales season. The company also said it can help advertisers customize their ads running on Discovery’s linear TV channels for content on other social digital platforms. Discovery has increased its investment in content from $400 million to $2.3 billion over the last ten years, the company said. Discovery says streaming on its channels’ GO apps, which enable subscribers to stream TV content on various devices, is growing at a healthy clip. As the company invests in digital content, ad buyers want metrics that account for viewing across all devices and formats.

Source: Wall Street Journal March 28, 2017 19:26 UTC