THE CHALLENGE
Every media company today is under increasing pressure to optimize their marketing dollars to retain and increase viewership. Discovery, Inc. is a global leader in entertainment, with 19 channels available to millions of US households including HGTV, TLC, Food Network, Investigation Discovery, Oprah Winfrey Network and more. Discovery needed a data-driven solution to allocate hundreds of millions of dollars across its media platforms in the United States.
With media planning responsibilities spread across various networks and brand initiatives, Discovery wanted to pair the expertise of their 20 media planners with a machine learning solution that could provide a scientific recommendation on how to allocate spend across television, social, digital, search, radio, print and out-of-home placement opportunities in order to maximize ROI.