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.
  • Agency Symposium - Ayal Steiner, Outbrain

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

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