Content is King
May 07, 2015
Content is King
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Content is King:Developing marketing-changing strategies with a unique content
approach.
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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
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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
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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
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