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מצגת של עינבר יגור, סמנכ"לית אסטרטגיית תוכן בחברת טאבולה

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הרצאה של עינבר יגור, סמנכ"לית אסטרטגיית תוכן בחברת טאבולה באירוע תכנים | יוצרים | באזז של חורים ברשת בתל אביב ב-17.2.15

Publicada em: Internet
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מצגת של עינבר יגור, סמנכ"לית אסטרטגיית תוכן בחברת טאבולה

  1. 1. DISCOVERY driving action through content RAN GISHRI VP, AUDIENCE DEVELOPMENT
  2. 2. CONTENT MARKETING IS HOT 2007 2009 2011 2013 2015 * Google Trends Data for 01/2007-01/2015
  3. 3. 100+ YEARS OF CONTENT MARKETING 1895 1900 1904 2014
  4. 4. WHAT HAS CHANGED?
  5. 5. WHAT HAS CHANGED? Technology
  6. 6. WHAT HAS CHANGED? Technology Distribution
  7. 7. WHAT HAS CHANGED? Technology Distribution People
  8. 8. Peak of Inflated Expectations Technology Trigger Trough of Disillusionment Slope of Enlightenment Plateau of Productivity CONTENT MARKETING HYPE CYCLE
  9. 9. • Planning CreationDistribution Optimization CUTTING THROUGH THE CONTENT CLUTTER
  10. 10. THE RISE OF DISCOVERY displaysearch discoverysocial
  11. 11. “YOU MAY ALSO LIKE”
  12. 12. 11 Personal Preferences Device Time of Day LocationSocial Trends PERSONALIZATION ENGINE OPTIMIZED FOR DESIRED BEHAVIOR
  13. 13. Users discover content they may like Some sign up Taboola measures performance and optimizes campaign Then watch teasers on Netflix.com1 2 3 4 NETFLIX - ACQUIRING SUBSCRIBERS
  14. 14. TOP ADVERTISERS GENERATING TRAFFIC AND LEADS WITH TABOOLA
  15. 15. 550M monthly unique users 200B monthly recommendations 86% US desktop users reached* 5M+ sponsored content items 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 SCALING CONTENT MARKETING
  16. 16. THANK YOU RAN GISHRI RAN.G@TABOOLA.COM @RGISHRI

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