• Like
Agency Symposium - Ayal Steiner, Outbrain
Upcoming SlideShare
Loading in...5

Thanks for flagging this SlideShare!

Oops! An error has occurred.

Agency Symposium - Ayal Steiner, Outbrain



Published in Business , Technology
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
    Be the first to like this
No Downloads


Total Views
On SlideShare
From Embeds
Number of Embeds



Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

    No notes for slide
  • 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.


  • 1. The Role Of The Media Agencies In A Content Driven World Ayal Steiner, GM Outbrain ANZ
  • 2. 2013… I don’t want to be that guy…
  • 3. 2009…
  • 4. 2003…
  • 5. 1999…
  • 6. I don’t want to be that guy… BUT!
  • 7. Something is happening…
  • 8. The Role Of The Media Agencies In A Content Driven World Ayal Steiner, GM Outbrain ANZ
  • 9. Content Discovery… ….Working with global brands
  • 10. “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
  • 11. Planned Spend On Content in AUS Over next 12 months Source: ADMA 2013
  • 12. I don’t Know…………. Why is this happening???
  • 13. The Ad-Factory is broken
  • 14. You’ve got an audience… now what?
  • 15. Getting content discovered
  • 16. Back to the drawing board…
  • 17. The distribution of valuable content to engage people
  • 18. Content marketing is storytelling
  • 19. It’s not going anywhere
  • 20. Challenges
  • 21. Challenges Opportunities Create Format Distribut e Measure
  • 22. Challenges Opportunities Create Quality Velocity Skills
  • 23. Curate if you can’t create
  • 24. Challenges Opportunities Format Text/Video Own / Earned Device
  • 25. Leverage trusted sources…
  • 26. Challenges Opportunities Audience Content Distribut e Search Social Discovery
  • 27. Outbrain Discovery Organic recommendations drive to other articles/videos from News.Com.Au Sponsored recommendations “from around the web” drive to branded content.
  • 28. Challenges Opportunities Measure Engagemen t Attribution ROI
  • 29. Avg. 10.4 digital touch points …Across devices … Last click attribution
  • 30. I share Social Search I Search I care Discovery I discover I am aware
  • 31. “Content is just for awareness” Content drives bottom line sales Content spikes direct response Social chatter and followers Brand affinity and purchase intent
  • 32. Whom should we talk to? The lines are blurring Creative Media Brand PR Publisher
  • 33. 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
  • 34. Thank You