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#digiespresso
Content Discovery – The Moment Before
Purchase Intent
#digiespresso
Ayal Steiner
40 years old, Married+2
15+ years as a product strategy & start ups
Previously @
Ex-Airforce
MD APAC
@
NICE TO MEET YOU
5
SEARCH SOCIAL DISCOVERY
6
NATIVE WORKS BETTER
7
Fraud
Ad BlockingTransparency
Viewability
Winning consumer
attention has never been
harder
8
The human brain is the
most advanced adblocker ever
invented
9
PULLPUSH
10
THE RISE OF CONTENT MARKETING
11
BUT LATELY… SOMETHING IS CHANGING
% Outbrain Campaigns with DR Goals
50%
25%
0%2010 2012 2014 2016
75%
15%20%
35%
65%
12
PERFORMANCE MARKETER
Diminishing return with higher CPA
Rising costs Search and Social
Need to own the pre-search moment
BRAND MARKETER
Move beyond ‘Engagement’ and ‘Reach’ metrics
Show real results and contribution to sales
Prove digital ROI
13
PERFORMANCE BRAND
DIS
CO
VER
Y
14
Brands with Direct Response Goals
SEARCH SOCIAL DISCOVERY
LANDING PAGECONTENT
LANDING PAGE
Demand Generation
with Content for eCommerce
Demand Generation
with Content for Tourism
PERFORMANCE
Adding content to a landing page
Landing Page for discovery
Landing Page for discovery
21
8FITApp Download
22
THE SELF-LEARNING MACHINE
Target relevant audience
DataSeed
Outbrain Lookalike
On-Page Actions
Context for Action
CREATIVE
CAMPAIGN
ANALYSIS
23
SEARCH SOCIAL OPPORTUNITY
#digiespresso
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