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The Role Of The Media Agencies In A Content Driven World
Ayal Steiner, GM Outbrain ANZ
2013…
I don’t want to be that guy…
2009…
2003…
1999…
I don’t want to be that guy…
BUT!
Something is happening…
The Role Of The Media Agencies In A Content Driven World
Ayal Steiner, GM Outbrain ANZ
Content Discovery…
….Working with global brands
“Content marketing is key to creating an emotional connection with customers.”
“Content marketing is more effective than advertising for customer engagement.”
83%
74%
Source: Content Marketing Survey Report 2012, eConsultancy
Source: ADMA 2013
Planned Spend On Content in AUS
Over next 12 months
Why is this happening???I don’t Know………….
Technology
The Ad-Factory is broken
You’ve got an audience… now what?
Getting content discovered
Technology
Back to the drawing board…
The distribution of valuable content to
engage people
Content marketing is storytelling
It’s not going anywhere
Challenges
Challenges Opportunities
Create
Format
Distribute
Measure
Challenges Opportunities
Create Quality Velocity Skills
Curate if you can’t create
Challenges Opportunities
Format Text/Video Own / Earned Device
Leverage trusted sources…
Challenges Opportunities
Distribute
Search Social Discovery
Content Audience
Outbrain Discovery
Organic recommendations drive to other articles/videos from News.Com.Au
Sponsored recommendations “from around the web” drive to branded content.
Challenges Opportunities
Measure
Engagement Attribution ROI
Avg. 10.4 digital touch points…Across devices … Last click attribution
Search
Social
DiscoveryI discover
I share
I Search
I care
I am aware
“Content is just for awareness”
Content drives bottom line sales
Content spikes direct response
Social chatter and followers
Brand affinity and purchase intent
Creative
Media
PR
Publisher
Brand
Whom should we talk to?The lines are blurring
Be the change… Run into the wind… Fly or die…Don’t get biter get better…Evolve or dissolve..You snooze, you lose…
and other boring clichés
Thank You
