In order to tap the growing digital market and reduce media production costs, global B2B media company UBM was looking for a solution suite that would help them leverage new technologies and transform their operating model.
Factors driving the need for the changes included: lowering year-on-year revenues for print products, delays in publishing content to websites, outdated websites and web content management systems, legacy digital ad serving platforms, ineffective system integrations, inefficient advertising database and circulation revenue management systems, and the presence of a strong vertical organization structure.
HCLTech proposed a single editorial collaboration and production workflow operating across publications, integrating it with the web and print channels. It also recommended that an ad revenue management and circulation data management system to be executed. HCLTech suggested a Platform-as-a-Service offering that self-funded the workflow software provision from the initial ‘lift and shift,’ and designed a variable commercial model in line with changing market demands. A hub-n-spoke model and transition to a new ad serving platform were also advocated.
Key benefits delivered:
- Improved ‘speed-to-market’
- A 30% reduction in production expenses and variable cost base
- Standardized workflows and systems
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