agency symposium - ayal steiner, outbrain
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The Role Of The Media Agencies In A Content Driven World
Ayal Steiner, GM Outbrain ANZ
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2013…
I don’t want to be that guy…
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2009…
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2003…
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1999…
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I don’t want to be that guy…
BUT!
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Something is happening…
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The Role Of The Media Agencies In A Content Driven World
Ayal Steiner, GM Outbrain ANZ
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Content Discovery…
….Working with global brands
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“Content marketing is key to creating an emotional connection with customers.”
“Content marketing is more effective than advertising for customer engagement.”
83%
74%
Source: Content Marketing Survey Report 2012, eConsultancy
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Source: ADMA 2013
Planned Spend On Content in AUS
Over next 12 months
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Why is this happening???I don’t Know………….
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Technology
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The Ad-Factory is broken
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You’ve got an audience… now what?
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Getting content discovered
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Technology
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Back to the drawing board…
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The distribution of valuable content to
engage people
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Content marketing is storytelling
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It’s not going anywhere
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Challenges
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Challenges Opportunities
Create
Format
Distribute
Measure
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Challenges Opportunities
Create Quality Velocity Skills
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Curate if you can’t create
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Challenges Opportunities
Format Text/Video Own / Earned Device
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Leverage trusted sources…
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Challenges Opportunities
Distribute
Search Social Discovery
Content Audience
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Outbrain Discovery
Organic recommendations drive to other articles/videos from News.Com.Au
Sponsored recommendations “from around the web” drive to branded content.
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Challenges Opportunities
Measure
Engagement Attribution ROI
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Avg. 10.4 digital touch points…Across devices … Last click attribution
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Search
Social
DiscoveryI discover
I share
I Search
I care
I am aware
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“Content is just for awareness”
Content drives bottom line sales
Content spikes direct response
Social chatter and followers
Brand affinity and purchase intent
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Creative
Media
PR
Publisher
Brand
Whom should we talk to?The lines are blurring
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Be the change… Run into the wind… Fly or die…Don’t get biter get better…Evolve or dissolve..You snooze, you lose…
and other boring clichés
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Thank You