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
Mike Renner VP, Account Management
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