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Why Personalization is
Media’s Next Frontier
Crafting More Innovative, Multichannel
Engagement Strategies
#mediasnextfrontier
Introductions
I. Multi-Channel Publishing with a Video-First Mentality
II. Conquering the Personalization Giant
III. Beyond Advertising: Generating Revenue in New Ways
Q&A
The next 30-45 minutes
THE AGENDA
#mediasnextfrontier
Introductions
WHO’S SPEAKING
Bob Kempf
VP, Digital Services
WGBH
Sandeep Hulsandra
VP, Media Practice
Perfect Sense
#mediasnextfrontier
About WGBH
ABOUT WGBH
WGBH is America's preeminent public broadcaster and the largest producer of PBS content for TV and
the Web, including Masterpiece, Antiques Roadshow, Frontline, Nova, and American Experience and has
been recognized with hundreds of honors including Emmys, Peabodys, duPont-Columbia Awards and
Oscars.
WGBH is also a leader in educational multimedia, providing the nation's educators with free, curriculum-
based digital content.
Broadcasting on multiple PBS affiliated television stations, digital channels and NPR affiliated radio
stations, WGBH also provides listeners and viewers across New England with a full array public media
content.
#mediasnextfrontier
Perfect Sense is a visionary technology company created to deliver enterprise web publishing solutions
and digital consulting services in a more impactful way.
We empower the art of digital possibility through Brightspot, a content management engine built for
high-volume media, portfolio, and brand publishers. We wake up everyday focused on ways to:
About Perfect Sense
EMPOWERING THE ART OF DIGITAL POSSIBILITIES
Impact BusinessesDelight Editors Empower Developers
#mediasnextfrontier
The company we keep
EMPOWERING THE ART OF DIGITAL POSSIBILITIES
#mediasnextfrontier
Digital-first brands are gaining prominence, powered by the ability to deliver an engaging, multi-channel
audience experience
Data and analytics are becoming ever-more important as companies look to build relationships across
all channels
Growth of traditional revenue is declining as new revenue models emerge
Let’s set the scene
CURRENT MARKET TRENDS
#mediasnextfrontier
Multi-Channel With
A Video-First Mentality
Evolve past the written word to embrace
more efficient multichannel publishing.
MULTICHANNEL PUBLISHING
#mediasnextfrontier
The medium still
drives the message
MULTICHANNEL PUBLISHING
Multichannel | Personalization | Experiences #mediasnextfrontier
The importance of multichannel
MULTICHANNEL PUBLISHING
Sources: Google | Salesforce Research | eMarketer
think companies need to
provide a more seamless
experience
87%
average growth rate for 10
core marketing channels
between 2015 and 2017
105%
More spent per day with
digital media from 2012
to 2018
2hrs
Multichannel | Personalization | Experiences #mediasnextfrontier
Digital Experiences: Content/Channel Agnostic
MULTICHANNEL PUBLISHING
Multichannel | Personalization | Experiences #mediasnextfrontier
Audio is making a comeback
MULTICHANNEL PUBLISHING
Sources: NPR | Gartner | Nielsen
Americans own at least
one smart speaker today
39m
of households will own a
smart speaker by 2020
75%
listen to more audio since
getting a smart speaker
71%
Multichannel | Personalization | Experiences #mediasnextfrontier
Videos speak louder than words
MULTICHANNEL PUBLISHING
Sources: Pew Research Center | Statista | IHS Markit
of Americans prefer to
watch their news
46%
Video ad spend
forecasted in (2020)
$20b
global OTT subscribers -
up from 401m in 2017
473m
Multichannel | Personalization | Experiences #mediasnextfrontier
Why Personalization is Media's Next Frontier - Brightspot Adweek Webinar
With continued print revenue declining, the company, launched
its new digital experience, dubbed PeopleTV to support its
steady stream of original video content. The free, ad-supported
streaming video service is available on:
A Time Inc. OTT Case Study
MULTICHANNEL PUBLISHING
hours of original
programming
300
view in year 1
100m
Multichannel | Personalization | Experiences #mediasnextfrontier
A video-first strategy
Surface the high-quality content for ease of discovery, consumption and engagement across
digital platforms.
Watch – PBS, locally-distributed video, livestream, WGBH Kids
Listen – Radio livestream, on-demand segments, podcasts
Read – Integrate and elevate news content
Focus on News
Develop Lifestyle Content verticals (food, arts & culture)
Leverage all platforms: website, app, email & social
Give the audience what they expect: where, when, and how they want it
MULTICHANNEL PUBLISHING
Multichannel | Personalization | Experiences #mediasnextfrontier
Build an Amazon-like value bundle, personalized with exclusive content to watch, read, listen, and interact.
PBS Passport video
Exclusive video, national & local
Pledge free audio streamsBroadcast channel streams
Premiers and early access
Member services portal
Personalized content (recommendation engine)
Virtual communities
A content strategy & platform to engage and retain audience
MULTICHANNEL PUBLISHING
Multichannel | Personalization | Experiences #mediasnextfrontier
Me, Myself and I:
Personalization +
Dynamic Content
Conquering the personalization giant
PERSONALIZATION
#mediasnextfrontier
Me, myself and I
PERSONALIZATION
Sources: Researchscape International
believe their audience
expects a personalized
experience
88%
of marketers are using
rule-based targeting only
68%
using machine learning or
algorithmic targeting
26%
Multichannel | Personalization | Experiences #mediasnextfrontier
It all starts with data
PERSONALIZATION
Multichannel | Personalization | Experiences #mediasnextfrontier
Embrace artificial intelligence
PERSONALIZATION
Real-Time Machine
Learning
Natural Language
Processing
Visual Analysis
Multichannel | Personalization | Experiences #mediasnextfrontier
Passive – use DMP to deliver targeted content and messaging to key segments/personas
Active – for registered users, selected combinations of content presented or delivered (Passport,
exclusive video)
1:1 – delivering individually tailored content for Members
Personalization drives:
• Donor solicitation frequency, points of contact, timing
• Premium/exclusive experiences
• Creates more value in the audience / WGBH relationship
Personalization can be a powerful lever
PERSONALIZATION
Multichannel | Personalization | Experiences #mediasnextfrontier
24
PERSONALIZATION
Segmenting users based on behavior
Connectors Engaged Frequent Inclined Aware
Legacy
Members
Sustaining
Members
New
Members
Impulse
Donors
Greater ReachGreater Engagement
Value
Multichannel | Personalization | Experiences #mediasnextfrontier
Multichannel | Personalization | Experiences #mediasnextfrontier
Beyond Advertising:
Expanding Revenue
Generation in New
Ways
Audiences are now willing to pay for
experiences, if personalized + relevant
THE EXPERIENCE REVOLUTION
#mediasnextfrontier
There is hope
THE EXPERIENCE REVOLUTION
Video
Digital
Advertising
Print
Advertising Sponsorships Licensing Events
Partnering
Strategy
Subscriptions
& Paid Content E-Commerce Memberships Social
Multichannel | Personalization | Experiences #mediasnextfrontier
A Politico Case Study
THE EXPERIENCE REVOLUTION
Digital Ads
Print Ads
Sponsorships
Events
Subscriptions
Video
Social Media
Multichannel | Personalization | Experiences #mediasnextfrontier
Grow. Engage. Build.
Grow, engage, and monetize value by delivering the right content to the right people with
the right experiences at the right time:
Create exceptional content experiences
Build exceptional, differentiating value under the WGBH brand
Convert unknown to known, known to engaged
Convert engaged to donors and donors to Members
Retain donors and members
Calibrate effort to audience ROI
A donation & subscription strategy
THE EXPERIENCE REVOLUTION
Multichannel | Personalization | Experiences #mediasnextfrontier
Multi-channel acquisition campaigns
Offer registered member exclusive content
Personalize member content
Leverage PBS and NPR prospect data
Use Sprinklr to optimize social channels
Focus on email address acquisition
Convert engaged to donors and donors to members
THE EXPERIENCE REVOLUTION
Multichannel | Personalization | Experiences #mediasnextfrontier
WGBH high level goals + KPIs
THE EXPERIENCE REVOLUTION
Goals Develop local content
to attract and retain
visitors in key
segments likely to
convert
Leverage local content,
activities and
partnerships to build
prospect list
Build effective digital
engagement model,
exportable to
MSB/CDP
Build effective
conversion model,
exportable to
MSB/CDP
Retain donors through
digital experiences,
connecting to the
content they area about
KPIs Unique users
Top Content
Frequency of
returning users
Number new
Sources
Conversion rate from
source
Engaged email
account match
Form submits
Registration
Following
Commenting
Like
Revenue on Digital
Platform
Renewals
Percentage of
content consumed
by existing members
Sustainers
RetainMonetizeEngageKnowGrow
Multichannel | Personalization | Experiences #mediasnextfrontier
questions & answers
Publish at the Speed of
News. Innovate at the
Speed of Change.
With Brightspot, by
Perfect Sense.
LEARN MORE ABOUT PERFECT SENSE + BRIGHTSPOT
Speak With a Media Expert:
877.795.1203
Learn more about Brightspot:
www.brightspot.com
#mediasnextfrontier

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Why Personalization is Media's Next Frontier - Brightspot Adweek Webinar

  • 1. Why Personalization is Media’s Next Frontier Crafting More Innovative, Multichannel Engagement Strategies #mediasnextfrontier
  • 2. Introductions I. Multi-Channel Publishing with a Video-First Mentality II. Conquering the Personalization Giant III. Beyond Advertising: Generating Revenue in New Ways Q&A The next 30-45 minutes THE AGENDA #mediasnextfrontier
  • 3. Introductions WHO’S SPEAKING Bob Kempf VP, Digital Services WGBH Sandeep Hulsandra VP, Media Practice Perfect Sense #mediasnextfrontier
  • 4. About WGBH ABOUT WGBH WGBH is America's preeminent public broadcaster and the largest producer of PBS content for TV and the Web, including Masterpiece, Antiques Roadshow, Frontline, Nova, and American Experience and has been recognized with hundreds of honors including Emmys, Peabodys, duPont-Columbia Awards and Oscars. WGBH is also a leader in educational multimedia, providing the nation's educators with free, curriculum- based digital content. Broadcasting on multiple PBS affiliated television stations, digital channels and NPR affiliated radio stations, WGBH also provides listeners and viewers across New England with a full array public media content. #mediasnextfrontier
  • 5. Perfect Sense is a visionary technology company created to deliver enterprise web publishing solutions and digital consulting services in a more impactful way. We empower the art of digital possibility through Brightspot, a content management engine built for high-volume media, portfolio, and brand publishers. We wake up everyday focused on ways to: About Perfect Sense EMPOWERING THE ART OF DIGITAL POSSIBILITIES Impact BusinessesDelight Editors Empower Developers #mediasnextfrontier
  • 6. The company we keep EMPOWERING THE ART OF DIGITAL POSSIBILITIES #mediasnextfrontier
  • 7. Digital-first brands are gaining prominence, powered by the ability to deliver an engaging, multi-channel audience experience Data and analytics are becoming ever-more important as companies look to build relationships across all channels Growth of traditional revenue is declining as new revenue models emerge Let’s set the scene CURRENT MARKET TRENDS #mediasnextfrontier
  • 8. Multi-Channel With A Video-First Mentality Evolve past the written word to embrace more efficient multichannel publishing. MULTICHANNEL PUBLISHING #mediasnextfrontier
  • 9. The medium still drives the message MULTICHANNEL PUBLISHING Multichannel | Personalization | Experiences #mediasnextfrontier
  • 10. The importance of multichannel MULTICHANNEL PUBLISHING Sources: Google | Salesforce Research | eMarketer think companies need to provide a more seamless experience 87% average growth rate for 10 core marketing channels between 2015 and 2017 105% More spent per day with digital media from 2012 to 2018 2hrs Multichannel | Personalization | Experiences #mediasnextfrontier
  • 11. Digital Experiences: Content/Channel Agnostic MULTICHANNEL PUBLISHING Multichannel | Personalization | Experiences #mediasnextfrontier
  • 12. Audio is making a comeback MULTICHANNEL PUBLISHING Sources: NPR | Gartner | Nielsen Americans own at least one smart speaker today 39m of households will own a smart speaker by 2020 75% listen to more audio since getting a smart speaker 71% Multichannel | Personalization | Experiences #mediasnextfrontier
  • 13. Videos speak louder than words MULTICHANNEL PUBLISHING Sources: Pew Research Center | Statista | IHS Markit of Americans prefer to watch their news 46% Video ad spend forecasted in (2020) $20b global OTT subscribers - up from 401m in 2017 473m Multichannel | Personalization | Experiences #mediasnextfrontier
  • 15. With continued print revenue declining, the company, launched its new digital experience, dubbed PeopleTV to support its steady stream of original video content. The free, ad-supported streaming video service is available on: A Time Inc. OTT Case Study MULTICHANNEL PUBLISHING hours of original programming 300 view in year 1 100m Multichannel | Personalization | Experiences #mediasnextfrontier
  • 17. Surface the high-quality content for ease of discovery, consumption and engagement across digital platforms. Watch – PBS, locally-distributed video, livestream, WGBH Kids Listen – Radio livestream, on-demand segments, podcasts Read – Integrate and elevate news content Focus on News Develop Lifestyle Content verticals (food, arts & culture) Leverage all platforms: website, app, email & social Give the audience what they expect: where, when, and how they want it MULTICHANNEL PUBLISHING Multichannel | Personalization | Experiences #mediasnextfrontier
  • 18. Build an Amazon-like value bundle, personalized with exclusive content to watch, read, listen, and interact. PBS Passport video Exclusive video, national & local Pledge free audio streamsBroadcast channel streams Premiers and early access Member services portal Personalized content (recommendation engine) Virtual communities A content strategy & platform to engage and retain audience MULTICHANNEL PUBLISHING Multichannel | Personalization | Experiences #mediasnextfrontier
  • 19. Me, Myself and I: Personalization + Dynamic Content Conquering the personalization giant PERSONALIZATION #mediasnextfrontier
  • 20. Me, myself and I PERSONALIZATION Sources: Researchscape International believe their audience expects a personalized experience 88% of marketers are using rule-based targeting only 68% using machine learning or algorithmic targeting 26% Multichannel | Personalization | Experiences #mediasnextfrontier
  • 21. It all starts with data PERSONALIZATION Multichannel | Personalization | Experiences #mediasnextfrontier
  • 22. Embrace artificial intelligence PERSONALIZATION Real-Time Machine Learning Natural Language Processing Visual Analysis Multichannel | Personalization | Experiences #mediasnextfrontier
  • 23. Passive – use DMP to deliver targeted content and messaging to key segments/personas Active – for registered users, selected combinations of content presented or delivered (Passport, exclusive video) 1:1 – delivering individually tailored content for Members Personalization drives: • Donor solicitation frequency, points of contact, timing • Premium/exclusive experiences • Creates more value in the audience / WGBH relationship Personalization can be a powerful lever PERSONALIZATION Multichannel | Personalization | Experiences #mediasnextfrontier
  • 24. 24 PERSONALIZATION Segmenting users based on behavior Connectors Engaged Frequent Inclined Aware Legacy Members Sustaining Members New Members Impulse Donors Greater ReachGreater Engagement Value Multichannel | Personalization | Experiences #mediasnextfrontier
  • 25. Multichannel | Personalization | Experiences #mediasnextfrontier
  • 26. Beyond Advertising: Expanding Revenue Generation in New Ways Audiences are now willing to pay for experiences, if personalized + relevant THE EXPERIENCE REVOLUTION #mediasnextfrontier
  • 27. There is hope THE EXPERIENCE REVOLUTION Video Digital Advertising Print Advertising Sponsorships Licensing Events Partnering Strategy Subscriptions & Paid Content E-Commerce Memberships Social Multichannel | Personalization | Experiences #mediasnextfrontier
  • 28. A Politico Case Study THE EXPERIENCE REVOLUTION Digital Ads Print Ads Sponsorships Events Subscriptions Video Social Media Multichannel | Personalization | Experiences #mediasnextfrontier
  • 30. Grow, engage, and monetize value by delivering the right content to the right people with the right experiences at the right time: Create exceptional content experiences Build exceptional, differentiating value under the WGBH brand Convert unknown to known, known to engaged Convert engaged to donors and donors to Members Retain donors and members Calibrate effort to audience ROI A donation & subscription strategy THE EXPERIENCE REVOLUTION Multichannel | Personalization | Experiences #mediasnextfrontier
  • 31. Multi-channel acquisition campaigns Offer registered member exclusive content Personalize member content Leverage PBS and NPR prospect data Use Sprinklr to optimize social channels Focus on email address acquisition Convert engaged to donors and donors to members THE EXPERIENCE REVOLUTION Multichannel | Personalization | Experiences #mediasnextfrontier
  • 32. WGBH high level goals + KPIs THE EXPERIENCE REVOLUTION Goals Develop local content to attract and retain visitors in key segments likely to convert Leverage local content, activities and partnerships to build prospect list Build effective digital engagement model, exportable to MSB/CDP Build effective conversion model, exportable to MSB/CDP Retain donors through digital experiences, connecting to the content they area about KPIs Unique users Top Content Frequency of returning users Number new Sources Conversion rate from source Engaged email account match Form submits Registration Following Commenting Like Revenue on Digital Platform Renewals Percentage of content consumed by existing members Sustainers RetainMonetizeEngageKnowGrow Multichannel | Personalization | Experiences #mediasnextfrontier
  • 34. Publish at the Speed of News. Innovate at the Speed of Change. With Brightspot, by Perfect Sense. LEARN MORE ABOUT PERFECT SENSE + BRIGHTSPOT Speak With a Media Expert: 877.795.1203 Learn more about Brightspot: www.brightspot.com #mediasnextfrontier