Customizing Products to Drive Value in Local Markets

The largest provider of Spanish-language media in the US launched a set of mobile applications across its affiliate network with custom content and targeted strategies to increase audience engagement and ad revenue.

OPPORTUNITY

Audience stewardship, product partnership

A national market leader, the network sought a product partner to:

• Activate their deep analytics and audience insights
• Break into local markets, delivering content like local news and sports
• Build community with an app presence

OBJECTIVE

Give audiences exactly what they want, locally

Through more granular market segmentation, the client aimed to:

• Activate users
• Increase usage
• Boost ad sales

SOLUTION

Consultative, Adaptive Product Lifecycle Management

Through building local apps for the App Store and Google Play, 3Pillar Global became a trusted advisor, managing the engineering team throughout the development process to instill best practices around:

• Agile methodology and prioritization
• User story writing
• Meeting cadence to plan a few sprints ahead

OUTCOME

Achieving the network’s vision

3Pillar launched 18 unique, custom mobile apps that penetrated local markets and collectively increased engagement by 347%. Continuing to drive success, the apps deliver highly trafficked, informative, and monetized content:

• Horoscope and lottery
• Real-time breaking news and weather alerts
• Short-form sports and entertainment videos
• Local station broadcast livestreams
• Text-based articles and live blogs