Scripps also uses Facebook to amplify branded videos and short-form video (“How to Make Hard-Boiled Eggs in the Oven” was a popular video for the Food Network).
Scripps guarantees a certain number of social views through its own amplification and also allows the sponsoring brand to syndicate the video content for its own properties.
"We used to be a bit more precious with our content, but we’re bullish on trying a lot of new things and seeing what sticks,” said Lawrence, adding that Scripps Networks was one of Sling TV’s first programming partners and noting Food Network's partnership with Snapchat Discover.
Scripps has also used Facebook Live to stream footage from the Food Network Kitchen – which reports to the company’s head of digital content – during the holidays. The digital team also archives that content for future use.
Although original video and branded content are big priorities, Lawrence said Scripps is balancing high-touch with programmatic sales opportunities.
“We’re not afraid of programmatic – it’s been a good business for us,” she said. “You either want the machines to work well or send a salesperson out for something high-touch. When you’re somewhere in the middle, that’s when you run into trouble. You don’t want to send a sales person out to snag an order for a low dollar amount.”
Lawrence said she has hired a couple of executives from the Weather Channel to work on yield management for Scripps.
Because the network doesn’t have a consistent flow of impressions all year (there are the obvious surges on Thanksgiving and during the Super Bowl), it wants a full lens into all monetizable opportunities.