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Agency Symposium - Ayal Steiner, Outbrain
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Agency Symposium - Ayal Steiner, Outbrain

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  • 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.

Transcript

  • 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