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Companies like PBS have all new challenges in meeting their customer demands with the increasing adoption of disruptive technologies. Simply taking content delivered across traditional channels like the TV and website no longer apply. To build a meaningful experience that leverages the vast amounts of content – PBS and 3Pillar developed a ground-up meta-data architecture that combined the two very disparate worlds of structured and unstructured data. This metadata strategy allows PBS to be predictive in serving up content; it allows PBS to run analytics for improving the experience and optimizing their business strategy.
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Content is King: Developing marketing-changing
strategies with a unique content approach
Jon Brendsel VP, Products
Mike Renner VP, Account Management
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
A Posit…..
Reach & Recognition
Iconic Brands
10 Years Ago…
• Broadcast centric
• Pixel perfect production culture
• Little interactive capability
• Shovel-ware content
• Aging audience demographic
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?
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
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
…
• An organization that could execute
• A data strategy
• A technology platform that could power it all
What Did It Take?
• 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
An Organization
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
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
Thank You
Jon Brendsel VP, Products
jcbrendsel@pbs.org
Mike Renner VP, Account Management
michael.renner@3pillarglobal.com
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