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KSL-TV Sought an Innovative Weather Solution That Could Help It Build Its Brand Across Digital Channels and Drive Advertising Revenue

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KSL-TV Sought an Innovative Weather Solution That Could Help It Build Its Brand Across Digital Channels and Drive Advertising Revenue Media & Entertainment Business challenge KSL-TV sought an innovative weather solution that could help it build its brand across digital channels and drive advertising revenue. Transformation In Utah, weather matters. And for 70 years, KSL-TV has been a premier source of local coverage, helping to keep its community informed and out of harm’s way. Kevin Eubank Using The Weather Company’s Max Engage with Chief Meteorologist Watson™ solution, KSL-TV is becoming a force in the KSL-TV digital arena with localized and personalized content that is helping to engage a new generation of viewers. Results “The Weather Company KSL-TV enabled us to have the Up to 13x increase tools to implement our in mobile video views with personalized future vision for this TV content pushed out across digital Forecasting a bright future station.” channels with weather stories that drive —Kevin Eubank, Chief Meteorologist, Revenue-generating content KSL-TV with custom forecasts, advertising and revenue—rain or shine sponsorship opportunities Workflow efficiency KSL-TV is an NBC-affiliate broadcast station headquartered in Salt Lake City, with the ability to create on-air and digital Utah. In operation since 1949, KSL-TV is home to the KSL Weather Center, KSL content from a single interface News Specialists, SportsBeat and local NBC News and programming. The station has received multiple Rocky Mountain Emmy Awards, including Best News Station and Best Coverage. KSL-TV is wholly owned and operated by Bonneville International. Share this A changing KSL-TV, he applies his business The perfect fit not just geo-pushes for severe acumen to that solid foundation and weather alerts, says Eubank. “We industry is helping the company transform “Innovation isn’t coming from the create custom forecasts—anything weather,” says Eubank. “Innovation is Broadcast television has seen and stay competitive as the we think may interest our viewers. We coming from technology as a whole. dramatic changes over the past two broadcast industry evolves. want an engaging product, but we The question we need to be asking is decades. With a 24-hour news cycle also want to be able to monetize that KSL-TV offers a full-featured weather how do we apply that to weather? and streaming content available product so that we can continue to app that delivers personalized And beyond that, to the newsroom, across platforms and devices, the provide that product in the future.” forecasts from local meteorologists media, digital and apps. The Weather challenge for broadcasters is clear. To who are experts in the region. But Company’s Max Engage solution was To that end, KSL-TV uses the Max stay relevant—and afloat—networks with weather apps that come readily the perfect fit for KSL because it Engage solution for a wide range of must deliver across all channels with installed on most phones, the gives us the ability to constantly advertising and sponsorship high-quality content that attracts loyal competition is tough, says Eubank, innovate, to try new things and offerings, including logo placements, viewers and builds the business by tasking meteorologists with creating explore ideas.” video pre-roll opportunities, concert capturing advertising dollars moving and pushing out content across forecasts and other event geo- away from television. multiple platforms to stay visible The Max Engage solution uses targeting. The company currently has augmented intelligence and For nearly 20 years, Kevin Eubank, and viable. an exclusive partnership with the automation to help meteorologists Chief Meteorologist at KSL-TV, has University of Utah providing weather But that’s not the only challenge, he quickly create customized, hyperlocal been using products from The forecasting for their home football says. For decades broadcast videos that can be pushed out Weather Company, an IBM Business, games. Before each game, KSL-TV’s television has relied on across mobile, web and social to deliver broadcasts that help his on-staff meteorologist will send out a commercials—30-second spots from channels simultaneously. Seamlessly community stay ahead of the ever- geo-push with a weather forecast to advertisers—to drive revenue for integrated with The Weather shifting weather conditions in Utah. everyone in the stadium. If there’s a programming. That model is Company’s Max Ecosystem platform, Eubank remembers the time when chance of severe weather, the changing as businesses designate the solution drives efficiency by preparing for a seven-day forecast audience is notified to watch the KSL advertising dollars across online and reducing workflow steps as videos took hours. “It was not real-time Weather app for push alerts. And if social platforms. KSL-TV knew it are easily created using the same rendering,” he says. “We needed to there’s lightning, the audience in the needed to create content that could interface broadcasters use for on-air create graphics and build out stadium and the onsite officials are be monetized if it was going to build content. The solution’s geo-fencing different elements of the show. And if alerted at the same time—in real its brand in the digital arena. Like all capabilities allow meteorologists to we needed to change something it time. “That type of engagement and TV stations, KSL has limited target videos to specific regions, so took a lot of preparation to make it all customization with the ability to bandwidth with its weather team; the right audience—and only that happen. Now, graphics are monetize allows us to secure our Eubank likewise knew the station audience—receives the push. automatically created even before we future and be able to deliver this type needed to innovate to drive efficiency. need them. Obviously, the industry of service to our customers in years KSL-TV sought a trusted company Using the Max Engage solution, the has changed.” to come,” says Eubank. with deep expertise and leading tools KSL-TV Weather Center is able to create meaningful content in short Eubank is a second-generation that could help it execute its ideas KSL-TV was an early adopter of the snippets and engage with its meteorologist who grew up and implement its vision for the future Max Engage solution and has been audiences across channels—mobile, understanding the critical impact of the network. using the product for the past five web social—in whatever areas they weather has on all of our lives. At years. Over that time, the KSL choose throughout the day. And it’s Weather Center has seen an increase 2 in its mobile views of up to 13 times “We can show them that not only are Solution components and a rapid uptick in downloads of “The automation that’s we self-sufficient, but we’re revenue the KSL Weather app, with recent possible with Max positive. And we can use that to • Max Ecosystem stats showing 130,000 active users Engage allows us more continue to innovate.” • Max Engage with Watson™ and 2.6 million sessions. time to do customized From a viewer perspective, Eubank “Max Engage is both a really good content.” says the KSL Weather audience loves Take the next step product and really profitable,” he getting customized weather alerts. To learn more about the IBM —Kevin Eubank, Chief says. “We’re never limited. I can have The communications keep them solutions featured in this story, Meteorologist, KSL-TV one advertiser or 100. As long as informed and engaged while in Utah please contact your IBM they’re happy and we’re happy with and connected to home when they representative or IBM what we’re doing, our customer gets may be traveling. Customization Business Partner. a great product.” Innovation reaps options in Engage likewise allow rewards viewers to easily tailor the level and About The Weather Company According to Eubank, that flexibility, frequency of notifications. The Weather Company, an IBM along with the sophisticated analytics Eubank says unequivocally that the Business, delivers more than 25 tools in the Max Engage solution, Max Engage and the Max Ecosystem Moving forward, Eubank is excited to billion personalized and actionable have allowed KSL-TV to create solutions have transformed business work with The Weather Company to forecasts globally each day to millions revenue-generating content that at KSL-TV. Using Max Engage take advantage of geo-pushes and of consumers and thousands of keeps advertisers coming back. software, the KSL Weather Center’s perhaps explore the potential that marketers and businesses. It staff of four is able to easily create tools like the Max Engage solution accomplishes this through Weather’s “IBM not only delivers the products,” relevant and personalized content might have in the newsroom and with API, its business solutions division, says Eubank. “But they deliver the across platforms in minutes—and is news products. and digital products from The analytics so I can then go back to my first to air with vital information that Weather Channel and Weather advertisers and say, ‘Look, here’s keeps its audience safe. Max Engage “The Weather Company is always Underground. Its products include your CPM. Here’s your penetration. software has allowed KSL-TV to innovative,” says Eubank. “That’s the world’s most downloaded Here’s your user usage rate. Here’s increase mobile video views by up to what we love about them. They’re weather app, a network of 250,000 your fulfillment rate. Here’s your 13 times with revenue-generating continually pushing the envelope to personal weather stations, a top-20 completion rate.’ Those analytics are content that will secure the see what’s next.” US website, one of the world’s largest what allow us to not only survive but network’s future.
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