Customizing Products to Drive Value in Local Markets

September 30, 2020

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: