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Agency Symposium - Ayal Steiner, Outbrain

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The Role Of The Media Agencies In A Content Driven World Ayal Steiner, GM Outbrain ANZ
2013… I don’t want to be that guy…
2009…
2003…
1999…
I don’t want to be that guy… BUT!
Something is happening…
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 Ad-Factory is broken
You’ve got an audience… now what?
Getting content discovered
Back to the drawing board…
The distribution of valuable content to engage people
Content marketing is storytelling
It’s not going anywhere
Challenges
Challenges Opportunities Create Format Distribut e Measure
Challenges Opportunities Create Quality Velocity Skills
Curate if you can’t create
Challenges Opportunities Format Text/Video Own / Earned Device
Leverage trusted sources…
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
“Content is just for awareness” Content drives bottom line sales Content spikes direct response Social chatter and followers Brand affinity and purchase intent
Whom should we talk to? The lines are blurring Creative Media Brand PR Publisher
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
Thank You

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Agency Symposium - Ayal Steiner, Outbrain

Editor's Notes

  1. 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.
  2. It all comes down to trust.
  3. is where you can now help them ‘Discover’ your content in a native manner.d
  4. Thank you.