Agency Symposium - Ayal Steiner, Outbrain

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Mark Abay

Negócios Tecnologia

The Role Of The Media Agencies In A
Content Driven World

Ayal Steiner, GM Outbrain ANZ

Content Discovery…
….Working with global brands

“Content marketing is key to
creating an emotional
connection with customers.”

74%

83%

“Content marketing is more
effective than advertising for
customer engagement.”

Source: Content Marketing Survey Report 2012, eConsultancy

Planned Spend On Content in AUS
Over next 12 months

Source: ADMA 2013

I don’t
Know………….

Why is this happening???

The distribution of
valuable content to
engage people

Challenges Opportunities
Create
Format
Distribut
e
Measure

Challenges Opportunities
Create

Quality

Velocity

Skills

Challenges Opportunities

Format

Text/Video

Own /
Earned

Device

Challenges Opportunities

Audience

Content

Distribut
e

Search

Social

Discovery

Outbrain Discovery

Organic
recommendations drive
to other articles/videos
from News.Com.Au

Sponsored
recommendations “from
around the web” drive to
branded content.

Challenges Opportunities

Measure

Engagemen
t

Attribution

ROI

Avg. 10.4 digital touch points
…Across devices … Last click attribution

I share

Social
Search
I Search

I care

Discovery
I discover
I am aware

Be the change…
Run into the wind…
Fly or die…
Don’t get biter get better…
Evolve or dissolve..
You snooze, you lose…

and other boring clichés

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Agency Symposium - Ayal Steiner, Outbrain

2. The Role Of The Media Agencies In A Content Driven World Ayal Steiner, GM Outbrain ANZ

3. 2013… I don’t want to be that guy…

4. 2009…

5. 2003…

6. 1999…

7. I don’t want to be that guy… BUT!

8. Something is happening…

9. The Role Of The Media Agencies In A Content Driven World Ayal Steiner, GM Outbrain ANZ

10. Content Discovery… ….Working with global brands

11.

12. “Content marketing is key to creating an emotional connection with customers.” 74% 83% “Content marketing is more effective than advertising for customer engagement.” Source: Content Marketing Survey Report 2012, eConsultancy

13. Planned Spend On Content in AUS Over next 12 months Source: ADMA 2013

14. I don’t Know…………. Why is this happening???

15.

16. The Ad-Factory is broken

17.

18.

19. You’ve got an audience… now what?

20. Getting content discovered

21.

22. Back to the drawing board…

23.

24. The distribution of valuable content to engage people

25. Content marketing is storytelling

26. It’s not going anywhere

27. Challenges

28. Challenges Opportunities Create Format Distribut e Measure

29. Challenges Opportunities Create Quality Velocity Skills

30.

31.

32.

33. Curate if you can’t create

34. Challenges Opportunities Format Text/Video Own / Earned Device

35. Leverage trusted sources…

36. Challenges Opportunities Audience Content Distribut e Search Social Discovery

37. Outbrain Discovery Organic recommendations drive to other articles/videos from News.Com.Au Sponsored recommendations “from around the web” drive to branded content.

38.

39.

40. Challenges Opportunities Measure Engagemen t Attribution ROI

41. Avg. 10.4 digital touch points …Across devices … Last click attribution

42. I share Social Search I Search I care Discovery I discover I am aware

43. “Content is just for awareness” Content drives bottom line sales Content spikes direct response Social chatter and followers Brand affinity and purchase intent

44. Whom should we talk to? The lines are blurring Creative Media Brand PR Publisher

45.

46.

47. Be the change… Run into the wind… Fly or die… Don’t get biter get better… Evolve or dissolve.. You snooze, you lose… and other boring clichés

48. Thank You

Notas do Editor

The rise of social media made constant creation and distribution of original and curated content a must for any brand, equipping them with content skill sets they didn’t have before.Facebook’s move to the Timeline model only emphasizes the "editorial" nature of brand pages.
It all comes down to trust.
is where you can now help them ‘Discover’ your content in a native manner.d
Thank you.

Agency Symposium - Ayal Steiner, Outbrain

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Notas do Editor