Consumers’ omnichannel content consumption is wreaking havoc on media companies. On the one hand, they need technologies that provide flexible content distribution while improving engagement. At the same time, they’re challenged to put in place more innovative revenue-generating approaches that incorporate personalized experiences.
Hear how successful media companies like Politico, Gannett and WGBH have adopted more modern engagement strategies and agile technology solutions to empower multichannel experiences and drive audience growth and bottom-line revenue.
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdf
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
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
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
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
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