The importance of interactive content formats that are optimized for social storytelling and how publishers can catch up via the Playbuzz network.

1. Shaul Olmert, Co-founder & CEO

2. Company Overview
Israel
APAC
New York
Already in operation
Up next
Germany
LATAM
London
• Founded: 2012
• Officially launched: December 2013
• Funding: $15.8MM
• Employees: 80+ (November 2015)

3. Digital Publishing: The Model Is
Broken!

4. Mobile
People have infinite media choices

5. But much less attention
Mobile
78%of internet users don’t read
entire articles
Source: Wall Street Journal, 2014

6. Publishers are exposed to endless competition
2.4M tweets within
24 hours

7. Content discovery has been democratized
>60%
Web publishers get
of traffic through referrals
from Facebook on average
Sources: Atlantic, 2014; Forrester Research, 2014; Pew Research, 2014
Users visit
12
per month. The rest they
stumble upon via social
media
URLs
The homepage is
dying

8. Traditional business model is collapsing
Sources: Google, 2014; Business Insider, 2015
$21.8BN
worldwide revenue
loss for publishers
198M
people worldwide
use ad blockers
56%
of digital ads served
are never seen

9. While most publishers try to win
today’s war with yesterday’s weapons

10. New publishers joined the game,
and changed the rules

11. They outperform traditional media
50m
monthly visits
20m
monthly visits 16m
monthly visits
17m
monthly visits

12. $2500
$1500
$250
$70
Vice BuzzFeed Washington Post Boston Globe
Their valuations easily surpass traditional
publishers
Media Company Valuations
($millions)

13. Their DNA: Formats + Data + Ubiquitous Distribution

14. How can the rest of the content world catch-up?

15. The leading global user
engagement publisher
platform

16. VS.
The DNA of digital engagement- cracked!...

17. Library of formats for interactive, social storytelling
Gallery QuizTriviaPersonality QuizListFlip CardsRanked List
Slideshow
Poll
Open List
Photo Caption
Video

18. Content authoring...
Exercise regularly

19. …that can be embedded on multiple websites

20. And promoted on the publisher’s site, feeds
and mobile app…

21. …as well as its social channels

22. YouTube as a model
• Tools for creating and publishing content
• Destination website and platform for 3rd-party embeds
• Community, discovery and monetization
• Optional monetization for 3rd-party authors and publishers

23. Generating phenomenal engagement metrics
11%Share rate*
94%Completion rate*
4:30min*
Sessions
Industry Benchmarks
Sessions: 15 seconds
Completion rate: 22%
Share rate: 0.21%
* Average engagement rates on Playbuzz, 2014

24. Off-the-charts engagement
Playbuzz’s per-item
engagement rates are 3x
higher than nearest
competitor
Source: Digiday, 2014
21,554
7,568
2,354
533 392
Playbuzz

25. A viral phenomenon
2,112,079
2,283,898
2,467,753
2,634,928
2,817,276
3,201,048
4,407,667
7,089,734
8,668,569
10,218,843
Yahoo
BBC
Mail Online
The New York Times
The Guardian
NBC News
Fox News
BuzzFeed
The Huffington Post
Playbuzz
Most shared websites on Facebook (monthly)
Source: NewsWhip, January 2015
total sessions
since May 2014
2bn

26. The world’s leading publishers use Playbuzz to
remain relevant
5,000+
publishers can’t
be wrong

27. With Playbuzz, content is optimized based on
proprietary analytics

28. Audience intelligence with aggregate data &
consumer insights

29. Drilled-down, segmented data insights
Current
Profession
Liberal or
Conservative
Online or Retail
Shopper
Home owner or
renting

30. Monetization Network
• Ad units that are in the center of attention
• 100% viewability
• Video ads on non-video content
• Premium inventory
Programmatically
served
in-content
video ads

31. Native ads – at scale
+ +
Free bespoke
content &
platform
Premium,
scalable &
targeted
distribution
Only pay
for full
engagement
(CPE)
Publisher
ScaleAdvertiser Platform

32. Case Study: Unilever Native Ad Campaign
Prime location
promotion on
Playbuzz.com
Engagement rate
Completion rate
Avg. duration
91%
86%
2:18min

33. Case Study: Unilever Ad Campaign
Views
10%
30% 60%Playbuzz.com Social
Other
10-day campaign achieved
goal on DAY 4
Views
Day1 Day2 Day3 Day4 Day5 Day6 Day7 Day8 Day9 Day
10

34. THANK YOU!