branded content & native advertising€¦ · average by post on facebook and twitter according...
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Branded content &native advertisingBranded content &native advertising
CONTENT MARKETINGIS ALL THE MARKETING
THAT’S LEFT- SETH GODIN
CONTENT MARKETINGIS ALL THE MARKETING
THAT’S LEFT- SETH GODIN
Kraft SaysIt Gets Four Times
Better ROIfrom Content
Than AdsJulie Fleischer, director of data,
content and media, Kraft
Kraft SaysIt Gets Four Times
Better ROIfrom Content
Than AdsJulie Fleischer, director of data,
content and media, Kraft
PEOPLE LOVEGREAT CONTENT
How do you feel about sponsoredcontent?
Hubshout, May 2014
Do you find value in sponsoredcontent?
Hubshout, May 2014
8 IN 10BRANDS
ALREADY CREATE GREATCONTENT
Traditional digitaladvertising
has become wallpaperJason Hill, global head of
media strategy, General Electrics
Traditional digitaladvertising
has become wallpaperJason Hill, global head of
media strategy, General Electrics
Do you have a content marketingstrategy?
48%
35%
Yes, NOT documented
Yes, documented 70% of B2BMarketers arecreating more
content than theydid one year ago
50% OF Marketersplan to increasecontent marketingbudget over thenext 12 months
3%
14%
0% 10% 20% 30% 40% 50% 60%
Unsure
No
70% of B2BMarketers arecreating more
content than theydid one year ago
50% OF Marketersplan to increasecontent marketingbudget over thenext 12 months
AdAge, Sept 2014
MUCH OF THIS GREAT CONTENTIS
NEVER SEEN
How will you promote your content?
32.7%
67.2%
Are you morewilling to click
on sponsoredarticles or banner
ads?
Hubshout, May 2014
Sponsored articles Banner ads
67.2%
Are you morewilling to click
on sponsoredarticles or banner
ads?
Will you use social media only?
Average by post on Facebook and Twitter according to Forrester/Ogilvy - 2014
NATIVE advertising revenue
Native advertising is an online advertisingmethod in which the advertiser attempts togain attention by providing content in thecontext of the user's experience.
Native ad formats match both the FORMand FUNCTION of the user experience inwhich they are placed.
What is native advertising
Native advertising is an online advertisingmethod in which the advertiser attempts togain attention by providing content in thecontext of the user's experience.
Native ad formats match both the FORMand FUNCTION of the user experience inwhich they are placed.
OUTBRAIN HELPS PEOPLE
DISCOVER GREATCONTENT
OUTBRAIN HELPS PEOPLE
DISCOVER GREATCONTENT
9 Travel Apps ForGetting AroundLike a LocalIntel iQ
INTERNAL DISCOVERYPROMOTED DISCOVERYOUTBRAIN AMPLIFY
9 Travel Apps ForGetting AroundLike a LocalIntel iQ
9 Travel Apps ForGetting Around Like aLocalIntel iQ
Scale your reach withthe World's Most Premium
PUBLISHERs
Scale your reach withthe World's Most Premium
PUBLISHERs
561MMUNIQUE USERS WORLDWIDE
67%Reach - italy
561MMUNIQUE USERS WORLDWIDE
67%Reach - italy
ACROSS ALL DEVICES
MOBILE DEKSTOP TABLET
MOBILE MARKETING OPTIONS HAVE BEENLIMITED
TimeSpent
Desktop Mobile
62% 38%
Audiweb/IAB - 2014
AdSpend
Desktop Mobile
Desktop Mobile
14%
86%
Interruptive ad model‘very likely’ to fail
on mobileJimmy Maymann
Huffington Post CEO
Interruptive ad model‘very likely’ to fail
on mobileJimmy Maymann
Huffington Post CEO
Outbrain Brings NativeAdvertising TO Mobile Web
& Apps
AVERAGE outbrain engagement (CTR)
MOBILE USERS ARE MORE ENGAGED
+46%+38%
Desktop Smartphone Tablet
DESKTOP TABLETSMARTPHONE
OUTBRAIN ANALYSIS, APRIL 2014
ACROSS all CONTENT FORMATs
ARTICLESARTICLES
VIDEOS
SLIDESHOWs
HOW will you promote VIDEO?
INTRUSIVE72% of per-rolls are skipped
LIMITEDPre-rolls can’t supportlong-form content
USER-INITIATEDAudiences choose to view videos –brand lift is 82% higher than pre-rolls
PRE-
ROLLS
FULLY FLEXIBLEAny type and length of videocontent – brand lift is 4.5X higherfor long form videos versusrepurposed TV ads
vs.
GOOGLE\YOUTUBE TRUVIEW BENCHMARKS, 2013 | NIELSEN, 2014 | TUBEMOGUL, 2014 | MILLWARD BROWN, 2013
RISKYBots generate over 30 million pre-rollviews a day on non brand-safe sites
LIMITEDPre-rolls can’t supportlong-form content
FULLY FLEXIBLEAny type and length of videocontent – brand lift is 4.5X higherfor long form videos versusrepurposed TV ads
PREMIUMMost premium publishers in abrand-safe environment
WHAT ADV do you find helpful?
12,9%
28,4%
66,1%
PROMOTED TWEET
SPONSORED ARTICLES
Links to suggested content at theend of the article
Hubshout, May 2014
23,5%
30,3%
30,1%
12,9%
VIDEO ADVERTISEMENTS
ADS IN SEARCH RESULTS PAGE
PROMOTED FACEBOOK POST
PROMOTED TWEET
The future of marketing isabout transparency and
honesty and truth.If the content is high-
quality, people don't careif someone paid to deliver
itLarry Weber,
Weber Shandwick
The future of marketing isabout transparency and
honesty and truth.If the content is high-
quality, people don't careif someone paid to deliver
itLarry Weber,
Weber Shandwick
HOWDOES IT WORK?
PROMOTED DISCOVERYOUTBRAIN AMPLIFY
Popular
TemporalContextual
RightAudienceRight TimeRIGHT DEVICERightContent
The Outbrain personalization engine
behavioral
pricingGeography
Devicetype
topical
RightAudienceRight TimeRIGHT DEVICERightContent
GETTING YOUR CONTENT DISCOVERED ISEASY
SUBMITCONTENT GAIN
INSIGHTS
FLEXIBLECPC
DRIVETRAFFICFLEXIBLE
CPC
DRIVETRAFFIC
YOUR LINKSAPPEAR
CASE STUDy: P&G
Case study: Danone
CASE STUDy: red bull
CASE STUDy: xperia z2
Measure results
Case study: Huggies
+20x utenti unici
+15% utenti VS. search
+10% pv/utente
+22% tempo speso
-15% bounce VS. Search
+20x utenti unici
+15% utenti VS. search
+10% pv/utente
+22% tempo speso
-15% bounce VS. Search
Case study: MAZDA + EARNED MEDIA
AWARENESS
CONSIDERATION
CONVERSION
» Impressions» Brand recall
» Brand favorability
Example: MAZDA + EARNED MEDIA
AWARENESS
CONSIDERATION
CONVERSION
» Brand favorability
» Purchase intent» Retargeting
Example: MAZDA + EARNED MEDIA
Brand LiftStudy
50%
39%
64% 62%54%
Brand LiftStudy
Example: MAZDA + EARNED MEDIA
CONTROLEXPOSURE
12%
39%
Unaided BrandRecall
Brand Favorability Purchase Intent
OUTBRAIN RESEARCH/QUALMETRICS, APRIL 2014
Example: MAZDA + EARNED MEDIA
2. Retarget across the web
RETARGETINGREADERS
1. Cookie the review reader
2. Retarget across the web
measurement& insightsmeasurement& insights
Get deep campaign ANALYTICS andcontent INSIGTHS
CAMPAIGN SCORE | TRAFFIC SOURCES | HEADLINES | GEOGRAPHIC | CONVERSIONS | GOOGLE ANALYTICS
festive content consumption
festive content keywords
Who will be next americanpresident?
Keeping your brand safe
DISCLOSURE GUIDELINES
OUTBRAIN BUILDS AUDIENCETRUST
AND MAINTAINS BRAND SAFETY
HEAD OF CONTENT SAFETYCONTENT GUIDELINES
BILLGUARD PARTNERSHIPIAB MEMBERSHIPFTC ACTIVISM
Why Do OVER 80% OF theWorld’s leading brands choose
Outbrain?
ADAGE DATACENTER/KANTAR MEDIA, TOP 100 GLOBAL ADVERTISERS, 2014
premium publishers
Largest global reach
PROVEN results
Why Do OVER 80% OF theWorld’s leading brands choose
Outbrain?
Total brand safety
Advanced Analytics &
Insights
Audience’s trust
premium publishers
Largest global reach
PROVEN results
Total brand safety
Advanced Analytics &
Insights
Audience’s trust
3% 1%2%
Strongly Agree Agree Neither Agree nor Disagree Disagree Strongly Disagree
Why reader trust matter
94%of readers agree that
“Thrustworthiness” is a key factorwhen deciding whether to visit a
publisher site63%
31% 94%of readers agree that
“Thrustworthiness” is a key factorwhen deciding whether to visit a
publisher site
Outbrain, Oct 2014
Trusted content drives purchase
67%of consumers says itdrives their buying
decisions
85%of consumers says
they seek out “trustedcontent”
67%of consumers says itdrives their buying
decisions
85%of consumers says
they seek out “trustedcontent”
Nielsen/InPowered, March 2014
What adv will impact your purchase?
16,7%
14,3%
33,6%
PROMOTED TWEET
SPONSORED ARTICLES
Links to suggested content at the endof the article
Hubshout, May 2014
14,8%
17,4%
3,0%
16,7%
VIDEO ADVERTISEMENTS
ADS IN SEARCH RESULTS PAGE
PROMOTED FACEBOOK POST
PROMOTED TWEET
IS YOUR CONTENTready?
Alberto MariCountry Manager Italy, Outbrain
IS YOUR CONTENTready?
Alberto MariCountry Manager Italy, Outbrain