Download - Content Marketing Optaros
Content MarketingA Higher Performing Approach
2 © 2009 Optaros, Inc. All rights reserved.
Content Marketing
Display Advertising Returns Diminishing
1. Visitors Ignore Ads 2. Ad Blockers are a Growing Problem
Eyeball tracking Studies, 100% Focus on Content AdBlocker OFF AdBlocker ON
3. Higher Performance on Content side of Page
Traditional barriers• Sponsor & 3rd Party – required IT Project to Implement• Sponsors have to provide compelling content & tools• Required partnership between Sponsor & 3rd Party
3 © 2009 Optaros, Inc. All rights reserved.
Content Marketing
Real Estate | Content Real Estate is More Attractive
Content
100% Engagement
1,000/1,000
Website
Ads
0.10%
1/1,000
4 © 2009 Optaros, Inc. All rights reserved.
Content Marketing
Analysis | Why Does Content Work Better than Ads?
Online Display Funnel
• Most ignore/block ads• More opt into content
ContentMarketingFunnel
Traffic
Engagement
Conversion
Why Better
• Content on media site is more trusted
• Real-time A/B tests, optimization increases CTRs
• More highly qualified• More convinced they
need product
5 © 2009 Optaros, Inc. All rights reserved.
Content Marketing
Approaches | How Does it Compare to Other Approaches?
Display Advertising ContentMarketing
CTR1/1,000 1/10-1/100
Conversion Rate 1-2% 4-6%
Advertiser Presence on Media Site
Ad in ad slot Content/tools in content slots
Analytics Impressions, clicks Full web analytics on page
A/B Test, Change After the fact In-market
In-market Control Media Co., Ad Network Advertiser
Ad Slot
AdvertiserSite
ContentHigh Traffic
AdvertiserSite
PublisherPage
6 © 2009 Optaros, Inc. All rights reserved.
Content Marketing
OView | SaaS to Manage Content Sponsorships
Sponsor manages interactive content and tools to promote engagement
Sponsor has full visibility and control – without costly IT overhead
OView Service Provides:
Double digit CTRs <1%
Content on Partner’s Site
7 © 2009 Optaros, Inc. All rights reserved.
Content Marketing
Companies are at Different Levels of Maturity
Basic Standard Advanced
Objective Scalable approach to manage sponsorships
Improve performance of each sponsorship
Optimize ROAS across sponsorship network
Analytics, Testing, Targeting
Traditional web analytics
Engagement analytics, in-market re-targeting, A/B testing.
Analyze by demographic, re-target content cross network
Application Views Existing tools & content
New, optimized for desired behaviors
APIs integrated into AppViews for auto-updating content
Distributed Content Management (DCM)
All assets, embed locations managed in single system
Update AppViews in-market (polls, articles), clone
Change layouts, branding in-market
Partners Existing Existing & New View as single, private sponsorship network
Return on Ad Spend (ROAS)
8 © 2009 Optaros, Inc. All rights reserved.
Content Marketing
Process Change| In-market Changes
Display Ad/Content Sponsorship Process
Run Campaign
Wait to See Orders
RepeatNext Time
ExpectedOrders?
At or above
Change Something Next Time
Below
Embedded Sponsorship Process
Run Campaign
No visibility into visitor interactions on Publisher pages
Near real-time visibility into visitor interactions on Publisher pages
Multi-version A/B Run 2 or 3 versions simultaneously, shift to best after 1-2 hours
Single-version A/B Run 1 version and swap out if not performing in 1 hour
Continuous Learning Analyze interaction data to determine hypotheses for performance changes for next run
9 © 2009 Optaros, Inc. All rights reserved.
Optaros Background
Optaros | Grow Your Business through Assembled Web
Software as a Service• Distributed Content
Management (DCM)
• Integrate analytics, testing, targeting
• Client can manage in-market changes
Interactive Agency• Ideas • Design• Analytics• Testing
OView provides a single platform to manage content/applications across desired digital channels.
Optaros provides a turnkey service for successful content marketing that includes interactive agency type services plus support for the SaaS