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Content Marketing Insights 2014 Holiday Webinar

Miko LevyVP, Outbrain@mikolevy

The Webinar Will Begin Shortly• All participants will be muted• For audio, select “Mic & Speakers” in

your GoToWebinar control panel• To submit Q&A, use the “Questions”

tool in the control panel

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• Holiday Season Key Dates• The Holiday Marketplace: What’s Happening• Holiday Content Consumption Trends • How Outbrain Can Help• How To Prepare Your Outbrain Campaign • Q&A

Agenda

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October: Early Shopping

November 28: Thanksgiving

November 29: Black Friday

December 1: Cyber Monday

December 8: Green Monday

December 15: Free Shipping Day

December 27: Post-Holiday Sales

Holiday Season: Key Dates

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The Holiday Marketplace:

Buyers

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The Marketplace: Buyers

US Ecommerce Spending Trends ($ millions)

PROJECTED US MOBILE E-COMMERCE MARKET BY

END OF 2014

Source: ComScore

Q1 2011 Q2 2011 Q3 2011 Q4 2011 Q2 2012 Q3 2012 Q4 2012 Q1 2013 Q2 2013 Q3 2013 Q4 2013$0

$10,000

$20,000

$30,000

$40,000

$50,000

$60,000

$70,000

$38,002 $37,501 $36,308

$49,698

$43,153 $41,936

$56,781

$50,180 $49,843 $47,468

$63,084

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The Marketplace: Buyers

$292MILLION

PROJECTED USE-COMMERCE SPEND

FOR 2014

Source: FTI US Online Sales Forecast Report

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The Marketplace: Buyers

+13%INCREASE

IN CONSUMER SPEND PER ONLINE ORDER FROM 2013 T0 2014

Source: IBM Online Retail Holiday Readiness Report 2014

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The Marketplace: Buyers

1/3OF VISITS TO ONLINE STORES COME

FROM MOBILE DEVICES

Source: eMarketer: Holiday Shopping Preview; 9/4/2013

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The Marketplace: Buyers

80%OF AMERICANS

ARE INFLUENCED BY ONLINE REVIEWS

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The Holiday Marketplace:

Sellers

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The Marketplace: Sellers

49%OF MARKETERS

WILL LAUNCH A HOLIDAY CAMPAIGN BEFORE

HALLOWEEN

Source: Experian Marketing Services Study

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The Marketplace: Sellers

22AVERAGE NUMBER OF PROMOTIONAL EMAILS RETAILERS WILL SEND

THEIR ACTIVE SUBSCRIBERS IN

NOVEMBER

Source: 2014 Exact Target Holiday Calendar Trends

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The Marketplace: Sellers

WILL LAUNCH A HOLIDAY CAMPAIGN BEFORE

HALLOWEEN

Source: Kenshoo. 2013 Global Online Retail Seasonal Shopping Report

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The Marketplace: Sellers

WILL LAUNCH A HOLIDAY CAMPAIGN BEFORE

HALLOWEEN

Source: Outbrain network 2013

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

2013 average network CPC

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Holiday Content Consumption

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Q: When thinking of smartphones, what brands come to mind?

CONTROL

EXPOSED

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

8%

22%

7%

20%

10%

29%

8%

9%

66%

20%

Unaided Brand Recall (Electronics)

Recalled 1st

Recalled 2nd

Recalled 3rd

Recalled 4th

Recalled later or not at all

* Outbrain Earned Media Survey, October 2013; 815 participants

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How People Spend Their Online Time

22%SOCIAL NETWORKING

5%ONLINE SHOPPING

13%MULTI-MEDIA SITES

19%EMAILS/COMMUNICATION

20%READING CONTENT

21%SEARCH

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Holiday Content Peaks Cyber MondayHoliday Consumption Trends

Cyber Monday

Black Friday

Green Monday

Source: Outbrain; Nielsen; ComScore Top US Online Spending Days 2013

83% want to purchase

within a day of consuming

content

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Top Performing Content by CTR

+42% CTR BEAUTY

+21% CTR SHOPPING

+20% CTR THANKSGIVING

+6% CTR PARTIES

-8% CTR. CHRISTMAS

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Desktop Still Rules Content Consumption by Device

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Q+A ReminderSubmit your questions using the Q&A feature on your Webex toolbar

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How OutbrainAMPLIFIES

Your ContentSub

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Paid Recommendations

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We’ve Got You Covered

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30Million

NUMBER OF PEOPLE WHO CLICK ON OUTBRAIN

RECOMMENDATIONS PER DAY

Source: ComScore August 2014

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188Billion

NUMBER OF RECOMMENDATIONS SERVED PER MONTH

Source: ComScore August 2014

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Drive Traffic to Owned Content

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Earned Media

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Campaign Optimization Strategies for the Holidays

Sub

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1. Start ahead of the holidays

2. Go mobile

3. Monitor closely

4. Optimize your CTR

Optimizing Your Campaign

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The longer you amplify your content, the higher your CTR

1. Start ahead of the holidays

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0.23% AVG CTR TABLET

0.16% AVG CTR DESKTOP

2. Go Mobile

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Mobile ConsumptionPeak Consumption Times

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• Competition is fierce • Monitor frequently • Geo and device targeting to reach the right audience

3. Monitor closely

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

2013 average network CPC

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4. Boost your EngagementTest Multiple Headlines

> 5 URLs > 10 URLs > 20 URLs 0%

20%

40%

60%

80%

100%

120%

140%

160%

180% CTR improvement compared with 1 URL

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4. Boost your EngagementUse Descriptive Headlines

16-18WORDS IN A HEADLINE GENERATE THE

HIGHEST CTR

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4. Boost your EngagementDon’t use pushy headlines

20%PUSHY HEADLINES GENERATE A

LOWER CTR

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4. Boost your EngagementUse videos on Youtube

+46%HIGHER CTR THAN VIDEOS HOSTED

ON YOUR OWN DOMAIN

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4. Boost your EngagementConsider Top Performing Holiday Keywords

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Steps for Success

1. Start ahead of the holidays

2. Go mobile

3. Monitor closely

4. Boost your engagement

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Q+ASubmit your questions using the Q&A feature on your Webex toolbar

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We are here for you

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help.outbrain.com

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