Case Study: Discovery Communications grows loyal audience and boosts viewer engagement with Adobe Marketing Cloud

Discovery Communications delivers engaging online and social media content for global fans with Adobe Marketing Cloud

Discovery Communications, the world’s leading nonfiction media company (reaching more than 1.5 billion subscribers across 210 countries via networks such as Discovery Channel, TLC, and Animal Planet), needed to better engage loyal viewers, attract new audiences, and understand how social media drives website traffic and viewer buzz to boost ratings and ad revenue.

By deploying Adobe Marketing Cloud to segment audiences, separate social from search traffic, and track loyal visitors’ behaviors in real time, Discovery tailored content that encouraged sharing and repeat visits. The results: loyal visitor acquisition rose by as much as 121%, visitor return rates increased up to 140%, Facebook-active loyal visitors visited about 30% more often and generated >12 page views per visit (vs. 8), and social-driven traffic growth outpaced traditional channels across key brands.

Discovery Communications

Francis Lavelle

Director of Analytics, Discovery Communications