discovery: intersection of content and conversion
TRANSCRIPT
DISCOVERYIntersection of Content and Conversion
Zev Gollender
VP of Media Sales
We are
overwhelmed
with
INFORMATION
people spend as much time
CONSUMING CONTENT
as they do searching and
using social networks
Source: ComScore and Nielsen.
20%
Shopping
Multimedia
Consumers
Social
Search
Consuming
Content
Communication
People Consume Content
40% @2013
29% 2014
6.5% @2013
24% 2014
4.7% @2013
7% 2014
1+% @2013
1-% 2014
SEARCH IS NOT KING
35%
Social
Apr‘14
May‘14
Jun‘14
Jul‘14
Aug‘14
Sep
‘14
Search
Share of
t raffic to
publisher
content
SEARCH vs. SOCIAL
5
DISCOVERYsearch in reverse
information finding
people
Couldn’t Find Anything To Watch On TV
A Major Shift in Traditional Advertising
Source: ZenithOptimedia and PwC/IAB.
Note: Display, Search and Classified spend in 2014 estimated to be $51.8B, $55.7bn and $13.5B, respectively.
550Mmonthly unique
users
200Bmonthly
recommendations
US desktop users
reached*
86%sponsored
content items
5M+
PROPERTY REACH
Google Ad Network 95.3%
Taboola 86.2%
Yahoo Audience Net. 84.7%
Google Sites 82.6%
Outbrain 73.8%
Yahoo Sites 73.2%
Facebook 59.5%
By ComScore 10 \ 2014
ACHIEVING SCALE
TRUE PERSONALIZATION:
PERSONA & SITUATION
PREFERENCES DEVICE
TIME
REFERRAL
LOCATION
FREQUENCY
SOCIAL
VIDEO/TEXT10
11
6B+ Daily Recommendations on Top Sites
12
Taboola on Business Insider
13
Taboola on Bloomberg TV
14
Top Brands Become Storytellers with Taboola
STORYTELLING: TOUCHING THE
ENTIRE FUNNEL
Decision
Consideration
Awareness
Loyalty
Content Leads to Conversions
“Almost HALF of brands now track ROI on content marketing” MarketingMagazine.co.uk
“We need to close the loop
between engagement and
ACTIONS” DIGIDAY.com
17
Netflix – Acquiring Subscribers
Users discover
content they may like
Some
sign up
Taboola measures
performance/ROI and
optimizes campaign
Then watch teasers
on Netflix.com1 2
3 4
This Dinner Hack
Has Millennials
Ditching Delivery
Plated – Driving Foodies to Subscribe
LasikPlus – Driving Customer Acquisition
55%lower CPA than search or radio
Best Practices to Drive Conversions
Best Practices to Drive Conversions
Best Practices to Drive Conversions
Best Practices to Drive Conversions
Best Practices to Drive Conversions
Best Practices to Drive Conversions
Best Practices to Drive Conversions
Best Practices to Drive Conversions
Best Practices to Drive Conversions
“10 Tips to Impress on a First Date”
“5 Great Ways to Ask Someone Out”
“8 Reasons to Try Online Dating”
91%Decrease
in CPA
Confidential | 29
CULTURE OF TESTING
Confidential | 30
CULTURE OF TESTING
75%Drop in Cost Per Action
Best Practices to Drive Conversions
57%Increase in
Conversions
FOCUS ON ROI
