Headed into its first upfront presentation in Chicago on Wednesday, Discovery Communications announced its new 360 marketing platform, One Discovery. At the core of the new strategy is merging the company’s linear and digital ad-sales teams, reports Ad Age.

For example, says the magazine, an advertiser can work with one sales representative to buy a linear ad on one of Discovery’s network and then augment that with a relevant digital buy.

“We’re building a structure for the future,” Discovery’s head of ad sales Joe Abruzzese told Ad Age. “As agencies and clients are evolving into this—and it’s a bigger priority for some than it is for others—we’ll be ahead of the game. So the idea is we have a better voice on the street, and we’re an easy place to go from a client standpoint.”

Abruzzee and Discovery Chief Commercial Officer Paul Guyardo, who joined the company from DirecTV in October, are pitching One Discovery to Starcom Media Vest. The basis of One Discovery is to increase the price of Discovery’s advertising by injecting brands across Discovery’s platforms — including linear, digital and virtual reality — in multiple ways, says Ad Age. Accomplishing that requires a lot of communication and collaboration across teams, which is why Discovery initiated this new alignment in its advertising group.

Ideally, One Discovery will also help brands grow their businesses, making their larger investments worth it.

“Above all else, clients want media partners that will help them grow their businesses effectively and efficiently,” said Guyardo in a statement. “One Discovery will do just that with powerful marketing tools that can be easily customized and combined in a way that only we can deliver.”

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One Discovery includes:

—Discovery Engage: a data-management and analytics platform that taps into set-top box data and other metrics to measure engagement, thus providing advertisers with a more accurate representation of their investment.

—Discovery Digital: essentially, Discovery’s over-the-top offering, Discovery GO, which gives clients to Discovery’s more than 180 million viewers.

—Discovery Web-native networks: Discovery’s network of web sites, which attract more than 200 million video viewers per month.

—Discovery VR: and the latest entry to this portfolio, Discovery VR creates “fully immersive virtual reality experiences that put clients’ brands in the center of the action.”

—Discovery Brand Studios: Discovery’s custom branded-content studio, which works with advertisers to create native content that can air across Discovery’s platforms.

RELATED: Early Adopters: Seven VR Apps in Television

READ MORE: Ad Age

[Image courtesy of Variety]

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