discovery: intersection of content and conversion
TRANSCRIPT
DISCOVERY
Zev Gollender
VP of Media Sales
@MZGollender
@Taboola
Intersection of Content and Conversion
We are
OVERWHELMED
with information
Source: ComScore and Nielsen.
People spend as much time
CONSUMING CONTENT
as they do searching and
using social networks
People Consume Content
Communication
19%
Social
22%Shopping
5%
Multimedia
13%
Search
21%
20%
Consuming Content
4
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.
TRUE PERSONALIZATION:
PERSONA & SITUATION
PREFERENCES DEVICE
TIME
REFERRAL
LOCATION
FREQUENCY
SOCIAL
VIDEO/TEXT
6B+ Daily Recommendations on Top Sites
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
Taboola on Business Insider
Taboola on Bloomberg TV
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
Bank of America – Creating Thought Leadership and Brand Loyalty
Secured Vs Unsecured Credit: What are They?
WealthFront - Earned Media Driving Conversions
Here’s How Millenials Can Start Investing Right Now
Motif – Using a Microsite to get Millenials to Invest
4 Investing Tips for Millenials
FOCUS ON ROI
