dialog with outbrain: the roi of content discovery, digiday brand summit, december 2016

THE ROI OF CONTENT DISCOVERY| ANDRIES DE VILL IERS

THE ROI OF CONTENT

DISCOVERY

1

LAURA PHELPS BRANDON BERGMARKDigital Media Manager,Hewlett Packard Enterprise

Tech Industry Lead, North AmericaOutbrain

THE ROI OF CONTENT DISCOVERY

DIGIDAY BRAND SUMMIT 2016

554 MillionUsers Globally

PREMIUM PUBLISHER PARTNERS BRAND PARTNERSHIPS

If You’re On The Web, You’ve Seen Outbrain


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The OutbrainInterest Graph

FASHION

MOVIES

PA R E N T I N G

I S L A N D E S C A P ES

H O L I D A Y S H O P P I N G

F I N A N C I A L P L A N N I N GA E R I A L P H O T O G R A P H Y

E M E R G I N G M A R K E T S

W E E K E N D G E T A W A Y S

G A R D E N I N G B A S I C S

BA S E B A L L

R O A D T R I P S

R UN NING

A R T I S A N A L F U R N I T U R E

I M P A C T I N V E S T I N G

E D U C AT I O N A L A P P S

E N T R E P R E N E U R I A L I S M

I N T E R I O R D ES I G N

P O L I T I C A L R AC ES

M E D I T A T I O N W O R K S H O P S

W E B S I T E D E S I G N

CYBERSECURITY

H E A LT H Y C O O K I N G

R E T I R E M E N T P L A N N I N G

S M A L L S P A C E S O L U T I O N S


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The OutbrainInterest Graph

FASHION

MOVIES

PA R E N T I N G

I S L A N D E S C A P ES

H O L I D A Y S H O P P I N G

F I N A N C I A L P L A N N I N GA E R I A L P H O T O G R A P H Y

E M E R G I N G M A R K E T S

W E E K E N D G E T A W A Y S

G A R D E N I N G B A S I C S

BA S E B A L L

R O A D T R I P S

R UN NING

A R T I S A N A L F U R N I T U R E

I M P A C T I N V E S T I N G

E D U C AT I O N A L A P P S

E N T R E P R E N E U R I A L I S M

I N T E R I O R D ES I G N

P O L I T I C A L R AC ES

M E D I T A T I O N W O R K S H O P S

W E B S I T E D E S I G N

CYBERSECURITY

H E A LT H Y C O O K I N G

R E T I R E M E N T P L A N N I N G

S M A L L S P A C E S O L U T I O N S

THE ROI OF CONTENT DISCOVERY 5

ENGAGE

ASK

SHARE

RESEARCH

TRUST

DISCOVER

AWARENESSADVOCATE

Brands Use Content to Tell Their Story Throughout the Consumer Journey

BUY

CONSIDERBROWSE


Hewlett Packard Enterprise Case Study:

Harnessing Content Discovery Across HPE’s Consumer JourneyHPE Matter:• Digital magazine that features business leaders sharing their

perspectives on a technology-driven world• Launched in 2014, updated monthly, now on its 13th issue.• Partnership with Outbrain began from Issue #1 through today

Content Challenge:• Expand content strategy beyond awareness/site traffic• Connect customers with content to influence HPE white paper

downloads• Prove the ROI of content discovery


Awareness / Engagement:Fill the funnel and deepen engagement through personalized content experiences

• Drive awareness + discover new audiences w/ content recommendations driving to ungated HPE editorial

• Retarget engaged readers with personalized HPE business content recommendations to move them through the funnel

• Uncover and amplify the best performing content types

• Gather content insights to inform future strategy

Upper Funnel Strategy


Lead Generation:Continue the conversation with engaged customers by connecting them with relevant, but gated, HPE content to influence requests for info.

• Uncover the top content, contexts and creative driving conversion

• Look-alike model top performing attributes, optimize and scale for conversion efficiency

• Gather content insights from upper and lower funnel interactions to inform future strategy

Lower Funnel Strategy


HPE Case Study:

Results

.16% / .13%CTR

(Mobile / Desktop)

$.23 / $.31eCPC

(Mobile / Desktop)

$35.67 / $31.27CPA

(All Tactics / Desktop Only)

3% / 3.63%Conversion Rate

(All Tactics / Desktop Only)

AWARENESS METRICS CONVERSION METRICS

FY 2016 Editorial Campaign Data Business of Hacking 8/1 – 10/31 /16 Campaign Data


HPE Case Study:

The ROI of Content Discovery throughout the Consumer Journey

Outcomes:• Outbrain continues to deliver ever

more cost-efficient traffic for the upper-funnel awareness campaign

• Outbrain is the top performer of the lower-funnel campaigns, establishing benchmark for all partners: $28 CPA

• Proving the ROI of content and content discovery is helping forge new partnerships among new HPE business units

August September October $-

$10.00

$20.00

$30.00

$40.00

$50.00

$60.00

$70.00

$80.00

0.00%

0.50%

1.00%

1.50%

2.00%

2.50%

3.00%

HPE Conversions

CPA Conv. Rate


PERFORMANCE

Partnership Highlights

RESULTS

• Delivering a positive ROI• Consistently a top performer

TEAMWORK AGILITY

• Flexibility in midst of shifting goals and budgets

• Collaborative relationship • Knowledgeable and consultative


THANK YOU

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dialog with outbrain: the roi of content discovery, digiday brand summit, december 2016

Marketing