SARAH WISEMANStrategic Partnerships Director, Outbrain

Sarah leads the brands & agencies division at

Outbrain for Australia. She helps clients drive real

business outcomes through content discovery and

amplification. Sarah works closely with the world’s

leading companies to ensure that metrics support all

of their content marketing endeavors and align

closely with their purchase funnel. Some of the

brands that Outbrain have helped include Visa,

McDonald’s, Nissan, Trend Micro, Microsoft and

many others.

#digiespresso

The Power of Content Discovery In The

Purchase Funnel

#digiespresso

5

Fraud

Ad BlockingTransparency

Viewability

Winning consumer

attention has never been

harder

6

The human brain is the

most advanced adblocker ever

invented

7

PULLPUSH

8

SEARCH SOCIAL DISCOVERY

9

NATIVE WORKS BETTER

10

THE RISE OF CONTENT MARKETING

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BUT LATELY… SOMETHING IS CHANGING

% 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

Brands with Direct Response Goals

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

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8FITApp Download

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SEARCH SOCIAL OPPORTUNITY

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(1)PLAN FOR SCALE

Plan for distribution and scale.

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(2)DON’T FLY BLIND

It’s all about post click analytics.

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(3)IT DOESN’T END WHEN THEY LEAVE THE PAGE

Use data to sequence stories and remarket your product / offer

#digiespresso