Branded content & native advertising

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Shavonne Maxwell
8 years ago
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1 Branded content & native advertising

2 CONTENT MARKETING IS ALL THE MARKETING THAT S LEFT - SETH GODIN

3 Kraft Says It Gets Four Times Better ROI from Content Than Ads Julie Fleischer, director of data, content and media, Kraft

4 PEOPLE LOVE GREAT CONTENT

5 How do you feel about sponsored content? Hubshout, May 2014

6 Do you find value in sponsored content? Hubshout, May 2014

7 8 IN 10 BRANDS ALREADY CREATE GREAT CONTENT

8 Traditional digital advertising has become wallpaper Jason Hill, global head of media strategy, General Electrics

9 Do you have a content marketing strategy? 70% of B2B Marketers are creating more content than they did one year ago 35% Yes, documented 48% Yes, NOT documented 14% No 3% Unsure 0% 10% 20% 30% 40% 50% 60% 50% OF Marketers plan to increase content marketing budget over the next 12 months AdAge, Sept 2014

35% Yes, documented 48% Yes, NOT documented 14% No 3% Unsure 0% 10% 20% 30%

10 MUCH OF THIS GREAT CONTENT IS NEVER SEEN

11 How will you promote your content? 32.7% 67.2% Sponsored articles Are you more willing to click on sponsored articles or banner ads? Banner ads Hubshout, May 2014

12 Will you use social media only? Average by post on Facebook and Twitter according to Forrester/Ogilvy

13 NATIVE advertising revenue

14 What is native advertising Native advertising is an online advertising method in which the advertiser attempts to gain attention by providing content in the context of the user's experience. Native ad formats match both the FORM and FUNCTION of the user experience in which they are placed.

content in the context of the user's experience.

15 OUTBRAIN HELPS PEOPLE DISCOVER GREAT CONTENT

16 PROMOTED DISCOVERY DISCOVERY INTERNAL OUTBRAIN AMPLIFY 9 Travel Apps For Getting Around Like a Local Intel iq

17 Scale your reach with the World's Most Premium PUBLISHERs

18 Scale your reach with the World's Most Premium PUBLISHERs 561MM UNIQUE USERS WORLDWIDE 67% Reach - italy

19 ACROSS ALL DEVICES MOBILE DEKSTOP TABLET

20 MOBILE MARKETING OPTIONS HAVE BEEN LIMITED 62% 38% Desktop Mobile Time Spent 14% 86% Desktop Ad Spend Mobile Audiweb/IAB

21 Interruptive ad model very likely to fail on mobile Jimmy Maymann Huffington Post CEO

22 Outbrain Brings Native Advertising TO Mobile Web & Apps

23 MOBILE USERS ARE MORE ENGAGED AVERAGE outbrain engagement (CTR) +38% +46% Desktop Smartphone Tablet DESKTOP SMARTPHONE TABLET OUTBRAIN ANALYSIS, APRIL 2014

24 ACROSS all CONTENT FORMATs ARTIC LES VIDEO S SLIDESHO

25 HOW will you promote VIDEO? PRE- vs. INTRUSIVE ROLLS USER-INITIATED LIMITED FULLY FLEXIBLE RISKY PREMIUM 72% of per-rolls are skipped Pre-rolls can t support long-form content Bots generate over 30 million pre-roll views a day on non brand-safe sites Audiences choose to view videos brand lift is 82% higher than pre-rolls Any type and length of video content brand lift is 4.5X higher for long form videos versus repurposed TV ads Most premium publishers in a brand-safe environment GOOGLE\YOUTUBE TRUVIEW BENCHMARKS, 2013 NIELSEN, 2014 TUBEMOGUL, 2014 MILLWARD BROWN, 2013

26 WHAT ADV do you find helpful? Links to suggested content at the end of the article 66,1% SPONSORED ARTICLES PROMOTED TWEET 28,4% 12,9% PROMOTED FACEBOOK POST 30,1% ADS IN SEARCH RESULTS PAGE 30,3% VIDEO ADVERTISEMENTS 23,5% Hubshout, May 2014

27 The future of marketing is about transparency and honesty and truth. If the content is highquality, people don't care if someone paid to deliver it Larry Weber, Weber Shandwick

28 HOW DOES IT WORK?

29 PROMOTED DISCOVERY OUTBRAIN AMPLIFY

30 The Outbrain personalization engine Popular Contextu al Geography topical Temporal Right Audience pricing Right Time RIGHT DEVICE Right Device Content type behavior al

31 GETTING YOUR CONTENT DISCOVERED IS EASY SUBMIT CONTENT GAIN INSIGHTS DRIVE TRAFFIC FLEXIBLE CPC YOUR LINKS APPEAR

32 CASE STUDy: P&G

33 Case study: Danone

34 CASE STUDy: red bull

35 CASE STUDy: xperia z2

36 Measure results

37 Case study: Huggies +20x +15% +10% +22% -15% utenti unici utenti VS. search pv/utente tempo speso bounce VS. Search

38 Case study: MAZDA + EARNED MEDIA

39 Example: MAZDA + EARNED MEDIA AWARENESS»» Impressions Brand recall CONSIDERATION» Brand favorability CONVERSION»» Purchase intent Retargeting

40 Example: MAZDA + EARNED MEDIA Brand Lift Study

41 Example: MAZDA + EARNED MEDIA Brand Lift Study 64% CONTROL EXPOSURE 62% 54% 50% 39% 12% Unaided Brand Recall Brand Favorability Purchase Intent OUTBRAIN RESEARCH/QUALMETRICS, APRIL 2014

42 Example: MAZDA + EARNED MEDIA RETARGETING READERS 2. Retarget across the web 1. Cookie the review reader

43 measurement & insights

44 Get deep campaign ANALYTICS and content INSIGTHS CAMPAIGN SCORE TRAFFIC SOURCES HEADLINES GEOGRAPHIC CONVERSIONS GOOGLE ANALYTICS

45 festive content consumption

46 festive content keywords

47 Who will be next american president?

48 Keeping your brand safe

49 OUTBRAIN BUILDS AUDIENCE TRUST AND MAINTAINS BRAND SAFETY CONTENT GUIDELINES FTC ACTIVISM DISCLOSURE GUIDELINES HEAD OF CONTENT SAFETY IAB MEMBERSHIP BILLGUARD PARTNERSHIP

50 Why Do OVER 80% OF the World s leading brands choose Outbrain? ADAGE DATACENTER/KANTAR MEDIA, TOP 100 GLOBAL ADVERTISERS, 2014

51 Why Do OVER 80% OF the World s leading brands choose Outbrain? premium publishers Total brand safety Largest global reach Advanced Analytics & PROVEN results Insights Audience s trust

52 Why reader trust matter Strongly Agree 3% Agree Neither Agree nor Disagree Disagree Strongly Disagree 1% 2% 94% 31% 63% of readers agree that Thrustworthiness is a key factor when deciding whether to visit a publisher site Outbrain, Oct 2014

53 Trusted content drives purchase 85% 67% of consumers says they seek out trusted content of consumers says it drives their buying decisions Nielsen/InPowered, M arch 2014

54 What adv will impact your purchase? Links to suggested content at the end of the article 33,6% SPONSORED ARTICLES 14,3% PROMOTED TWEET PROMOTED FACEBOOK POST ADS IN SEARCH RESULTS PAGE VIDEO ADVERTISEMENTS 16,7% 3,0% 17,4% 14,8% Hubshout, May 2014

55 IS YOUR CONTENT ready? Alberto Mari Country Manager Italy, Outbrain

For more information, please contact: 214-886-6074 info@digitalinsightsonline.com

For more information, please contact: 214-886-6074 info@digitalinsightsonline.com SEARCH RETARGETING Reach more searchers, more often, and more effectively with industry leading, keyword level search retargeting