Brandon Bergmark presentation at DBS in Park City, Utah, December 2016

1. THE ROI OF CONTENT DISCOVERY| ANDRIES DE VILLIERS
THE ROI OF
CONTENT
DISCOVERY
1
LAURA PHELPS BRANDON BERGMARK
Digital Media Manager,
Hewlett Packard Enterprise
Tech Industry Lead, North America
Outbrain

2. THE ROI OF CONTENT DISCOVERY
DIGIDAY BRAND SUMMIT 2016
PREMIUM PUBLISHER PARTNERS BRAND PARTNERSHIPS
If You’re On The Web, You’ve Seen Outbrain

3. THE ROI OF CONTENT DISCOVERY
3
The Outbrain
Interest Graph
FASHION
MOVIES
PARENTING
ISLAND ESCAPES
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
A E R I A L 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
BASEBALL
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
E D U C A T I O N A L A P P S
ENTREPRENEURIALISM
INTERIOR DESIGN
POLITICAL RACES
M E D I T A T I O N W O R K S H O P S
WEBSITE DESIGN
CYBERSECURITY
HEALTHY COOKIN G
R E T I R E M E N T P L A N N I N G
S M A L L S P A C E S O L U T I O N S

4. THE ROI OF CONTENT DISCOVERY
4
The Outbrain
Interest Graph
FASHION
MOVIES
PARENTING
ISLAND ESCAPES
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
A E R I A L 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
BASEBALL
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
E D U C A T I O N A L A P P S
ENTREPRENEURIALISM
INTERIOR DESIGN
POLITICAL RACES
M E D I T A T I O N W O R K S H O P S
WEBSITE DESIGN
CYBERSECURITY
HEALTHY COOKIN G
R E T I R E M E N T P L A N N I N G
S M A L L S P A C E S O L U T I O N S

5. THE ROI OF CONTENT DISCOVERY 5
ENGAGE
ASK
SHARE
RESEARCH
TRUST
DISCOVER
AWARENESS
ADVOCATE
Brands Use Content to Tell Their Story Throughout the Consumer Journey
BUY
CONSIDER
BROWSE

6. THE ROI OF CONTENT DISCOVERY 6
Hewlett Packard Enterprise Case Study:
Harnessing Content Discovery Across HPE’s
Consumer Journey
HPE Matter:
• Digital magazine that features business leaders sharing their
perspectives on a technology-driven world
• Launched in 2014, updated monthly, now on its 13th issue.
• Partnership with Outbrain began from Issue #1 through today
Content Challenge:
• Expand content strategy beyond awareness/site traffic
• Connect customers with content to influence HPE white paper
downloads
• Prove the ROI of content discovery

7. THE ROI OF CONTENT DISCOVERY 7
Awareness / Engagement:
Fill the funnel and deepen engagement through
personalized content experiences
• Drive awareness + discover new audiences w/
content recommendations driving to ungated HPE
editorial
• Retarget engaged readers with personalized HPE
business content recommendations to move them
through the funnel
• Uncover and amplify the best performing content
types
• Gather content insights to inform future strategy
Upper Funnel Strategy

8. THE ROI OF CONTENT DISCOVERY 8
Lead Generation:
Continue the conversation with engaged customers
by connecting them with relevant, but gated, HPE
content to influence requests for info.
• Uncover the top content, contexts and creative
driving conversion
• Look-alike model top performing attributes,
optimize and scale for conversion efficiency
• Gather content insights from upper and lower
funnel interactions to inform future strategy
Lower Funnel Strategy

9. THE ROI OF CONTENT DISCOVERY
HPE Case Study:
Results
.16% / .13%
CTR
(Mobile / Desktop)
$.23 / $.31
eCPC
(Mobile / Desktop)
$35.67 / $31.27
CPA
(All Tactics / Desktop Only)
3% / 3.63%
Conversion Rate
(All Tactics / Desktop Only)
AWARENESS METRICS CONVERSION METRICS
FY 2016 Editorial Campaign Data Business of Hacking 8/1 – 10/31 /16 Campaign Data

10. THE ROI OF CONTENT DISCOVERY 10
HPE Case Study:
The ROI of Content Discovery throughout the Consumer Journey
Outcomes:
• Outbrain continues to deliver ever
more cost-efficient traffic for the
upper-funnel awareness campaign
• Outbrain is the top performer of the
lower-funnel campaigns, establishing
benchmark for all partners: $28 CPA
• Proving the ROI of content and content
discovery is helping forge new
partnerships among new HPE business
units
0.00%
0.50%
1.00%
1.50%
2.00%
2.50%
3.00%
$0.00
$10.00
$20.00
$30.00
$40.00
$50.00
$60.00
$70.00
$80.00
August September October
HPE Conversions
CPA Conv. Rate

11. THE ROI OF CONTENT DISCOVERY 11
PERFORMANCE
Partnership Highlights
RESULTS
• Delivering a positive ROI
• Consistently a top performer
TEAMWORK AGILITY
• Flexibility in midst of
shifting goals and budgets
• Collaborative relationship
• Knowledgeable and consultative

12. THE ROI OF CONTENT DISCOVERY
THANK YOU
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