The document discusses the evolution and current strategies in digital marketing driven by content. It emphasizes the importance of adapting to audience demands and technological advancements by integrating robust data strategies and technology platforms. Additionally, it highlights the challenges faced by independent broadcasting stations and the need for innovative solutions to improve content distribution and monetization.

1. Content is King

2. Content is King:
Developing marketing-changing
strategies with a unique content approach.
Jon Brendsal
Mike Renner
VP, Products
VP, Account Management
© Copyright 2014. 3Pillar | All rights reserved Strictly Confidential
2

3. 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
3

4. REACH & RECOGNITION
© Copyright 2014. 3Pillar | All rights reserved Strictly Confidential
4

5. ICONIC BRANDS
© Copyright 2014. 3Pillar | All rights reserved Strictly Confidential
5

6. 10 YEARS AGO...
• Broadcast centric
• Pixel perfect production culture
• Little interactive capability
• Shovel-ware content
• Aging audience demographic
© Copyright 2014. 3Pillar | All rights reserved Strictly Confidential
6

7. 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?
© Copyright 2014. 3Pillar | All rights reserved Strictly Confidential
7

8. 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
© Copyright 2014. 3Pillar | All rights reserved Strictly Confidential
8

9. 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
© Copyright 2014. 3Pillar | All rights reserved Strictly Confidential
9

10. WHAT DID IT TAKE?
• An organization that could execute
• A data strategy
• A technology platform that could power it all
© Copyright 2014. 3Pillar | All rights reserved Strictly Confidential
10

11. 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
© Copyright 2014. 3Pillar | All rights reserved Strictly Confidential
11

12. 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
© Copyright 2014. 3Pillar | All rights reserved Strictly Confidential
12

13. 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
© Copyright 2014. 3Pillar | All rights reserved Strictly Confidential
13

14. © Copyright 2014. 3Pillar | All rights reserved Strictly Confidential
14

15. Thank You
Jon Brendsal
Mike Renner
VP, Products
VP, Account Management
© Copyright 2014. 3Pillar | All rights reserved Strictly Confidential
15

16. 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
© Copyright 2014. 3Pillar | All rights reserved Strictly Confidential
16

17. 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
© Copyright 2014. 3Pillar | All rights reserved Strictly Confidential
17

18. BY THE NUMBERS – SEPTEMBER 2012
© Copyright 2014. 3Pillar | All rights reserved Strictly Confidential
18

19. MONETIZATION
• Combine Sponsorship with content
• Preroll and Midroll
• Content aligned fund raising
• Static Advertising
© Copyright 2014. 3Pillar | All rights reserved Strictly Confidential
19

20. 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
© Copyright 2014. 3Pillar | All rights reserved Strictly Confidential
20

21. 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
© Copyright 2014. 3Pillar | All rights reserved Strictly Confidential
21

22. THE CMS CHALLENGE
• Content ‘owned’ by producer
• No content syndication
• Independent websites
• No common CMS or publishing system
• Silos of unstructured data
• Poor discoverability
© Copyright 2014. 3Pillar | All rights reserved Strictly Confidential
22