oppenheimer 2015 private companies conference

Shaul Olmert, Co-founder & CEO

Is the internet really open?

Meet the modern gatekeepers

Modern Homepage Modern Encyclopedia

Modern Traffic Cop Modern Store Front

David vs. WhatsHisName

• Network of 1M+ sites

• IPO in 2011

• Peak market cap: >$2BN

• Revenue: $100K+ per day

• “Panda” release Feb 2012

• Traffic declined by 85%

• Current market cap: $83M

A reality check A reality check

The moment reality set in

The reactions …

Pop-ups & banner ads

PROS• Helps advertisers reach

performance goals

• Monetization for publishers

• Puts products / services in front of users they may not have been aware of

CONS• Redirects users off publisher’s

site

• Lowers brand value for advertisers

• Awful UX for users

Real value?

Legitimate consumer choice …or Digital theft??

Sources: Google, 2014; Business Insider, 2015

$21.8BNworldwide revenue loss for publishers

198Mpeople worldwide

use ad blockers

56%of digital ads served

are never seen

Some annoying dilemmas?

Using ad blocker

Mobile view with ads

“Sticky” banner

Interstitial ad on every click

Publishers fight back

How can publishers right the ship ?

Native advertising

Effectiveness of native ads

NATIVE ADS

32%BANNER ADS

23%NATIVE ADS

52%BANNER ADS

34%

Lift in brand favorability Lift in purchase intent

Consumers looked at original editorial content and native ads for a similar amount of time

NATIVE ADS

1 min

ORGANIC CONTENT

1.2 min

Source: Sharethrough/IPG Media Lab - 2014

The leading global user engagement

publisher

platform

The world’s leading publishers use Playbuzz to remain relevant & profitable

5,000+

publishers can’t

be wrong

TL; DR

Creating a user- and publisher-friendly content experience

Playbuzz

VS.

Delivering a fun, engaging user experience

Served right, both editorial and sponsored content promote audience engagement

Generating phenomenal engagement metrics

11%Share rate *94%

Completion rate*4:30 min*Sessions

Industry

Benchmarks

Sessions: 15 secondsCompletion rate: 22%Share rate: 0.21%

*Average engagement rates on Playbuzz, 2014

Without disrupting the overall user experience

Playbuzz Native ads on partner

sites

Providing tremendous value for publishers

MonetizationEngagement

Traffic

Pageviews

Virality Time spentonline

Userexperience

Adimpressions

Nativeadvertising

Example: Inventory on publishers’ embeds of Playbuzz content

• Ad units that are in the center of attention • 100% viewabiliity • Video ads on non-video content• Premium inventory Programmatica

lly served in-content video ads

Delivering native ads – at scale

+ +Free

bespoke content & platform

Premium, scalable & targeted

distribution

Only pay for full

engagement (CPE)

Publisher

ScaleAdvertiser Platform

Case Study: Unilever Native Ad Campaign

Prime location

promotion on

Playbuzz.com

Engagement rate

Completion rate

Avg. duration

91%86%

2:18 min

Case Study: Unilever Ad Campaign

Views

10%

30% 60%Playbuzz.com Social

Other8%Fantastic

Share Rate

10-day campaign achievedgoal on DAY 4

Views

Day1

Day2

Day3

Day4

Day5

Day6

Day7

Day8

Day9

Day10

THANK YOU!