content is king

Content is King

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Content is King:Developing marketing-changing strategies with a unique content

approach.

2© Copyright 2014. 3Pillar | All rights reserved Strictly Confidential

Mike RennerVP, Account Management

Jon BrendsalVP, Products

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A POSIT...Effective Digital Marketing Lives in The Context of Content

• Content provides the context for making a marketing message relevant

• Content is a fingerprint for identifying audience and potential interest in a message

• Content is generally a pull activity fueled by an individuals temporal interest

• Digital devices allow individuals to consume what they want, where they want it, when they want it. – Maximum Reach

© Copyright 2014. 3Pillar | All rights reserved Strictly Confidential

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REACH & RECOGNITION


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ICONIC BRANDS


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10 YEARS AGO...• Broadcast centric

• Pixel perfect production culture

• Little interactive capability

• Shovel-ware content

• Aging audience demographic


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WITNESSING A SEA CHANGE• Explosion of content and publishers competing for

digital audience

• Fragmentation of online content

• Explosion of distribution channels (devices, mobile, Facebook, Twitter)

• Viewers increasingly demanded what they wanted, where the wanted it, and

• Decline in public/corporate funding

• Increasingly irrelevant in the digital world?


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WE NEEDED TO CHANGE• Give them what they want

• Where they are

• When they want to see it

• Maintain a business model

• Acquire/develop technical capability to execute and deliver


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FAST FORWARD TO TODAY• Distribution Channels• Legacy Web• Mobile• Native Apps (iPhone / iPad)• MobileWeb (Kindle Fire, Android, Blackberry)

• Over-the-Top (GoogleTV, Boxee, Xbox, Roku…)• Commercial – iTunes, Amazon, Netflix, Hulu

• Robust technology platform

• Maturing product organization


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WHAT DID IT TAKE?• An organization that could execute

• A data strategy

• A technology platform that could power it all


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AN ORGANIZATION• What did we need:• Product management• Product development

• How did we get it:• Combination of Partnering and In-house• Fully Integrated team encompassing all

disciplines• Partner to bring expertise in creating a

product organization• Leverage partner strength in technology and

development


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A DATA STRATEGY• Break down the static silos

• Metadata repository / registry of all content

• Exposed content through services / feeds

• Transcode video for multiple platforms

• Build audience experiences


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A TECHNOLOGY PLATFORM• A metadata repository / registry

• Producers / stations ‘advertise’ their content by publishing highly structured metadata

• Basic metadata includes: title, thumbnails, destination URL, description

• Robust API to feed downstream clients

• Instrumentation of apps

• Ability to insert content aware Pre-roll, Static Ads, Donor Appeals


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Thank You


Mike RennerVP, Account Management

Jon BrendsalVP, Products

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ABOUT PBS

• 600 employees

• Non-profit member organization

• 165 independent member dues-paying stations

• General Audience, Kids, Education

• Dues are used for content and infrastructure

• Stations / producers are not owned by PBS

• You don’t listen to us on the radio


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5 YEARS AGO…• Hosting operation (producer sites)

• Lack of product orientation & vision

• Stations being swamped by technology wave

• Producers frustrated with inability to innovate on hosting platform

• No internal development capacity

• Antiquated technology platform


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BY THE NUMBERS – SEPTEMBER 2012


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MONETIZATION• Combine Sponsorship with content• Preroll and Midroll• Content aligned fund raising• Static Advertising


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A COMPREHENSIVE APPROACH• Unlock the content from the broadcast silo

(transcoding and metadata about device capabilities)

• Expose metadata to allow us to serve targeted content to disparate distribution endpoints (APIs)

• Scaleable, on-demand infrastructure

• A digital first mindset

• A product-oriented organization

• A Marketing/Monetization Strategy


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THE STATION CHALLENGE• Independent legal entities

• Wide range in size and capabilities

• ‘Haves’ and ‘have nots’

• Limited technical capability

• Relationship with their viewers is based mostly on the local broadcast channel

• Being disintermediated by the Internet


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THE CMS CHALLENGE• Content ‘owned’ by producer

• No content syndication

• Independent websites

• No common CMS or publishing system

• Silos of unstructured data

• Poor discoverability


content is king

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