#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

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NATIVE WORKS BETTER

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Fraud

Ad BlockingTransparency

Viewability

Winning consumer

attention has never been

harder

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The human brain is the

most advanced adblocker ever

invented

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PULLPUSH

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THE RISE OF CONTENT MARKETING

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BUT LATELY… SOMETHING IS CHANGING

% Outbrain Campaigns with DR Goals

50%

25%

0%2010 2012 2014 2016

75%

15%20%

35%

65%

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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

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PERFORMANCE BRAND

DIS

CO

VER

Y

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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

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8FITApp Download

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THE SELF-LEARNING MACHINE

Target relevant audience

DataSeed

Outbrain Lookalike

On-Page Actions

Context for Action

CREATIVE

CAMPAIGN

ANALYSIS

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SEARCH SOCIAL OPPORTUNITY

#digiespresso