Discovery: Intersection of Content and Conversion
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Digital Finance Masterclass was a half-day event hosted in New York City where digital experts presented attendees with ways they can deploy the latest tools and techniques to generate new business and retain loyal customers. Taboola's VP of Media Sales, Zev Gollender, presented examples of content campaigns running on Taboola's platform and shared best practices for creative, distribution, and optimization.
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Discovery: Intersection of Content and Conversion
- 1. DISCOVERY Zev Gollender VP of Media Sales @MZGollender @Taboola Intersection of Content and Conversion
- 3. Source: ComScore and Nielsen. People spend as much time CONSUMING CONTENT as they do searching and using social networks People Consume Content Communication 19% Social 22%Shopping 5% Multimedia 13% Search 21% 20% Consuming Content
- 4. 4 DISCOVERY search in reverse information finding people
- 5. Couldn’t Find Anything To Watch On TV
- 6. A Major Shift in Traditional Advertising Source: ZenithOptimedia and PwC/IAB. Note: Display, Search and Classified spend in 2014 estimated to be $51.8B, $55.7bn and $13.5B, respectively.
- 7. TRUE PERSONALIZATION: PERSONA & SITUATION PREFERENCES DEVICE TIME REFERRAL LOCATION FREQUENCY SOCIAL VIDEO/TEXT
- 8. 6B+ Daily Recommendations on Top Sites
- 9. 550M monthly unique users 200B monthly recommendations US desktop users reached* 86% sponsored content items 5M+ PROPERTY REACH Google Ad Network 95.3% Taboola 86.2% Yahoo Audience Net. 84.7% Google Sites 82.6% Outbrain 73.8% Yahoo Sites 73.2% Facebook 59.5% By ComScore 10 2014 ACHIEVING SCALE
- 10. Taboola on Business Insider
- 11. Taboola on Bloomberg TV
- 12. STORYTELLING TOUCHING THE ENTIRE FUNNEL DECISION CONSIDERATION AWARENESS LOYALTY
- 13. Content Leads to Conversions “Almost half of brands now track ROI on content marketing” MarketingMagazine.co.uk “We need to close the loop between engagement and actions” DIGIDAY.com
- 14. Bank of America – Creating Thought Leadership and Brand Loyalty Secured Vs Unsecured Credit: What are They?
- 15. WealthFront - Earned Media Driving Conversions Here’s How Millenials Can Start Investing Right Now
- 16. Motif – Using a Microsite to get Millenials to Invest 4 Investing Tips for Millenials
- 17. FOCUS ON ROI
Editor's Notes
- Doesn’t it seem like time moves faster that it used to? I think one of the reason why is we as consumers are overwhelmed with choices today… Number of products in a supermarket is close to 50,000 iTunes Store offers more than 37 million songs Neflix has over 9000 Titles It can truly make your head spin – we are truly in the age of information overload.
- What are people - that appear so busy- actually doing in the digital world? Time is spend evenly around 5-6 activities – Messaging – Multimedia - Reading content on websites - Social networks - Search…and to a lesser degree Shopping. At the same time people are multi-tasking between all these activities – perhaps whatsapping on the couch and shopping on your ipad, all the while watching TV. What’s interesting is close to 80% of a users time is spend consuming and interacting with different forms of content on the internet – and we’ll see that the 20% of the time spend around the web is largely untapped.
- Think of Discovery as “search in reverse.” We at Taboola call it “Information Finding People”. Discovery allows a marketer to reach an audience who are increasingly reading articles, watching videos, consuming slide-shows. It’s a way to harvest the intent of an massive user base in a content consumption mode, and in an integrated and seamless way.
- You’ve all seen Discovery before, and Taboola is a market leader in the space Taboola serve targeted recommendations, natively integrated alongside content, across all platforms - desktop, tablet and mobile. Whats unique about this audience is a user typically has finished consuming content, and is hungry for more information. The result is advertisers can reach users that are highly receptive, and highly engaged to learn more –and as we’ll see today - a huge opportunity for brands and performance marketers to drive significant conversions.
- Now let’s take a look at the bigger picture. The global advertising industry is a half TRILLION dollar market Online advertising makes up 23% of this, or $120B, and is growing steadily Search and display make up roughly $100B of that number – a bulk of the revenue We see Discovery as the 3rd big player in the online advertising market, worth tens of billions of dollars today.
- Without personalization, all this content and information is meaningless - and Taboola is solving this problem. Different people behave in different ways, in different situations, and the 2 Main things Taboola looks for are Persona - who you are and B) Situation - what are you doing – We look at multiple signals such as what type of content you consume most, your social preferences, as well as device type, location, time of day and referral source. For example: I know when I’m at home on my i-pad consuming video, the content I’m interested in will be very different from when I’m traveling and with my laptop.
- We work with a set of premium publishers, and we see 6 BILLION recommendations per day. These are large brand name sites such as NBC, Bloomberg, and USA Today - We are frequently part of design and redesign processes.
- The hyper growth of Taboola means that advertisers can reach vast new audiences with discovery. Taboola serves 200 Billion recommendations a month to over 550 million unique users; We reach over 86% of all users in the US, which is more than Facebook according to Comscore. We do that with over 5 million pieces of sponsored content in our system, so we can always display the most relevant content and information to any user.
- Here we see our classic widget on business insider Note that we serve organic recommendations in the top line, and sponsored links in the bottom
- Here you see our video recommendation widget on Bloomberg – we power their video discovery.
- Storytelling through content and information is unique, as it has the ability to touch all different part of the funnel and move the needle to drive not only awareness, but consideration, decision and loyalty. Its this 3rd step – Decisions – actual conversions that are backing into measurable, and scalable leads and sales– that I want to dive deeper into.
- As you can see, this is a very hot topic in the industry. Now lets’ spend some time going through some examples.
- Thought leadership - Big and very roundabout about their information to help speak to new audience – how ro manage your credit report and 401k – very practical, informative information - Driving traffic and thought leadership - Building a community, Bank of America is a established player in the space and not looking to disrupt the space. - General financial intuitions aren’t doing this enough – very few companies are cultivating content on their own.
- Using earned media to drive conversions- trend to reach this audience is to use other’s publication’s voice – more receptive to that theiri own media - angle is speaking to a younger audience- Millennial and investing – very specific audience that is trying to go outside the norm. - young, smart people – how technology is disrupting the space
- Motif Investing, a financial investment startup, has seen tremendous growth thanks to content discovery They’re promoting content on their branded microsite called SparkLine They then retarget clickers of their microsite with additional offerings
- Whats the key takeaway here? FOCUS ON ROI PEOPLE!