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Fionn Hyndman's (Outbrain) presentation at Mumbrella360 Asia 2017
- 2. BRAND COUNCIL BERLIN THERE ARE TWO FUNDEMENTAL PROBLEMS WITH TARGETING CONSUMERS ON THEIR PUBLIC BEHAVIOUR & INTERESTS ON SOCIAL MEDIA …PEOPLE-LIKE-PEOPLE & CONSUMERS PUBLIC PERSONA’S
- 3. BRAND COUNCIL BERLIN PEOPLE-LIKE-PEOPLE: THE PREMISE THAT CONSUMERS LIKE WHAT THEIR FRIENDS LIKE IS LARGELY UNTRUE
- 4. BRAND COUNCIL BERLIN CONSUMERS PUBLIC PERSONAS: THE ASSUMPTION THAT PEOPLE PORTRAY THEIR REAL SELF THROUGH SOCIAL MEDIA IS FLAWED
- 5. BRAND COUNCIL BERLIN HOW DO WE KNOW? WE CURATE DISCOVERY ON THE OPEN WEB
- 7. BRAND COUNCIL BERLIN It’s when we are: • Open-minded • Time-easy • Leaning-in MUMBRELLA360 ASIA
- 9. BRAND COUNCIL BERLIN Discovery is everywhere… DIGICON 2017 - PHILIPPINESMUMBRELLA360 ASIA 2017
- 11. BRAND COUNCIL BERLIN That’s where the attention is... 11DIGICON 2017 - PHILIPPINESMUMBRELLA360 ASIA 2017
- 12. BRAND COUNCIL BERLIN Home Page Video In-player SPONSORED CONTENT Mobile / In-App Article Page Native in Feed DIGICON 2017 - PHILIPPINESMUMBRELLA360 ASIA 2017
- 14. BRAND COUNCIL BERLIN 14 WHAT WE SHARE / LIKE SOCIAL The 3 Digital Moments WHAT WE SEARCH SEARCH WHAT WE FIND INTERESTING DISCOVERY MUMBRELLA360 ASIA 2017
- 15. BRAND COUNCIL BERLIN 15 WHAT WE SEARCH SEARCH WHAT WE SHARE / LIKE SOCIAL WHAT WE FIND INTERESTING DISCOVERY The 3 Digital Moments WE KNOW WHAT WE’RE LOOKING FOR WHAT WE SAY WE LIKE & OUR FRIENDS SHARE WHAT WE DON’T KNOW WE’RE LOOKING FOR MUMBRELLA360 ASIA 2017
- 17. BRAND COUNCIL BERLIN 17 0 10 20 30 40 50 55 year old and over 45-54 year olds 35-44 year olds 25-35 year olds 18-24 year olds % of Time Spent on Discovery 27-42%Of what we consume online are content we didn’t set out to find Outbrain commissioned research 2017
- 19. BRAND COUNCIL BERLIN Understanding Content DIGICON 2017 - PHILIPPINESMUMBRELLA360 ASIA 2017 Proprietary Taxonomy ~200 CATEGORIES Supervised Learning Topic Models SEVERAL THOUSAND TOPICS Unsupervised Learning Concepts Derived From Wikipedia Tags TENS OF THOUSANDS Graph (tree) Optimization Entities Extracted From Text TENS OF THOUSANDS Tuned OS Package
- 20. BRAND COUNCIL BERLIN Understanding Content Proprietary Taxonomy Business & Finance / Insurance Topic Models Money; costs; income; insurance; paid; year; cash; fees Entities US Senate; Obama Care; Ted Cruz Wiki Concepts Healthcare reform in the US; insurance companies of the US; patient protection and affordable care act; medicare/medicaid US, healthcare reform legislation in the US Other Info Geo, Device type, OS, Time of Day, Time on site, Source, Destination
- 21. BRAND COUNCIL BERLIN 21 This Gives Us Two Views of Massive Data Sets
- 22. BRAND COUNCIL BERLIN Category Deep Dives DIGICON 2017 - PHILIPPINESMUMBRELLA360 ASIA 2017
- 23. BRAND COUNCIL BERLIN Supply: content volume by theme Demand: CTR by theme Article keywords demand vs. supply: High demand but low volume = huge untapped opportunity for brands Break Service Win Bus Tourist Pilot Watch Airport Stay Passenger … … … … … Flight Travel Airline … Passenger Airport … … Tourist … Service … Break Bus Win Travel Insights on 17M Unique Users: APAC June 2017
- 24. BRAND COUNCIL BERLIN Article theme demand vs. supply: Focus your efforts on themes that are high in demand and low in supply Travel Insights on 17M Unique Users: APAC June 2017 Demand: CTR by theme Supply: content volume by theme Tips & Ideas Destinations Planning Accommodation Travel Trends Holidays Transportation Demand Supply
- 29. BRAND COUNCIL BERLIN Mobile is the platform of choice when it comes to Travel Travel Insights on 17M Unique Users: APAC June 2017 30% 59% 11% Desktop Smartphone Tablet
- 30. BRAND COUNCIL BERLIN Top Keywords by Market Parenting Deep Dives: Different Trends & Expectations per Market Malaysia PhilippinesSingapore
- 31. BRAND COUNCIL BERLIN Consumption by Time of Day Parenting Deep Dives: Different Trends & Expectations per Market Malaysia Singapore Philippines SG: Car, Childcare, Savings, Breastfeeding, Sleep, Nutrition – 10PM MY: Watch, Stop, Toddler, Game, Mum, Sleep, Wants - 8AM PH: Ask Amy, Success, Better, Food, Tantrum, Parenting, Ideas - 4PM
- 32. BRAND COUNCIL BERLIN People who consume parenting content also engage with women’s health, furniture, nutrition and relationships. SOURCE: DEEP DIVE, PARENTING CATEGORY, MARCH 2017 Parenting Insights on 800k Unique Users: Philippines March 2017
- 33. BRAND COUNCIL BERLIN Supply: content volume by theme Demand: CTR by theme Malaysia New Mums Good Healthy Dangerous Safe Advice Clean Advice Safe Healthy Dangerous Clean Good New mums in Malaysia are being given advice they don’t want and Filipinos want guides they don’t seem to be getting. Supply: content volume by theme Demand: CTR by theme Philippines New Mums Guide Help Family Quick Easy Good Help Family Guide Easy Quick Good
- 34. BRAND COUNCIL BERLIN KEYWORD: GUIDE % difference in engagement from regional baseline: >49% 0 - 49% -100 - 0% < -100% *compared to all other content in same period Parenting Insights Geographic Demand by Region: Philippines Mar 2017
- 35. BRAND COUNCIL BERLIN Keyword CTR by market Automotive Insights on 23M Unique Users: APAC June 2017
- 36. BRAND COUNCIL BERLIN Article themes demand vs. supply: High demand but low volume = huge untapped opportunity for brands Automotive Insights on 23M Unique Users: APAC June 2017
- 38. BRAND COUNCIL BERLIN 38 Personal Interest Profile: Discovering the ‘Real You’ DIGICON 2017 - PHILIPPINESMUMBRELLA360 ASIA 2017
- 39. BRAND COUNCIL BERLIN 39 Personal Interest Profile (PIP) DIY DOGS PARENTING AUSTRALIA H O L I D A Y S H O P P I N G F I N A N C I A L P L A N N I N G P H O T O G R A P H Y E M E R G I N G M A R K E T S W E E K E N D G E T A W A Y S GARDENING BASICS FOOTBALL R O A D T R I P S RUNNING A R T I S A N A L F U R N I T U R E I M P A C T I N V E S T I N G EDUCATIONAL APPS URBAN LANDSCAPING INTERIOR DESIGN IKEA HACKS T R U E C R I M E P O D C A S T S M E D I T A T I O N W O R K S H O P S GREEN ROOFDECKS CRAFT COFFEE HEALTHY COOKING RETIREMENT PLANNING S M A L L S P A C E S O L U T I O N S MUMBRELLA360 ASIA 2017
- 41. BRAND COUNCIL BERLIN COLLABORATIVE FILTERING & SOCIAL NETWORKS “TELL ME WHO YOUR FRIENDS ARE AND WE WILL TELL YOU WHAT YOU LIKE”
- 42. BRAND COUNCIL BERLIN COLLABORATIVE FILTERING & SOCIAL NETWORKS • Content-based • Understand the affinity of each user to each piece of content/topic/item, based on that user’s historical content consumption • Collaborative filtering • Understand the affinity of each user to each piece of content, based on co- consumption patterns of the entire user population * Friendship-based features can enhance affinity based models, & be leveraged for explanations of anomalies
- 43. BRAND COUNCIL BERLIN PEOPLE: DO THEY SHARE THE REAL THEM?
- 44. BRAND COUNCIL BERLIN 44 LIKES: Nikoi Island Animal rights City of Melbourne The Office INTERESTS: Debt Consolidation Solar Power SUV’s Parenting
- 45. BRAND COUNCIL BERLIN 45 Source: "For your eyes only: consuming vs. sharing content", Meshulam & Sasson (2016) “Private Social-Dissonance” -1 -0.5 0 0.5 1 Celebrities Sports Television Cars Fashion Movies Men’s Health Business Home Improvement Insurance Parenting Career Architecture Art Education Natural disasters
- 55. BRAND COUNCIL BERLINMUMBRELLA360 ASIA 2017 The Philippines
- 56. BRAND COUNCIL BERLINMUMBRELLA360 ASIA 2017 The Philippines
- 59. BRAND COUNCIL BERLIN 59 SEARCH SOCIAL DISCOVERY The 3 Digital Moments DATABASE OF HUMAN INTENTION WHAT WE WANT PEOPLE TO THINK WHAT WE REALLY CONSUME (THE PRE-SEARCH MOMENT) DIGICON 2017 - PHILIPPINESMUMBRELLA360 ASIA 2017