Automating Content Promotion and Distribution for Marketers

February 2016

Todd Sawicki, CEO – todd@zemanta.com

Zemanta’s software is used by marketers to maximize the return on their content creation and paid content investment.

Content is the engagement engine of the web

•73% of Americans ignore banner ads

•70% of internet users want to learn about products through content vs. traditional media

•Consumers who engage with Content have a 57% higher brand affinity

Promoting Content thru Native Ads is Messy: Fragmented Ecosystem

Promoting Content is Messy: Content is Everywhere

Content Marketers are Producing Hundreds & Thousands of Pieces of

Content Requiring Dedicated Content Management, Indexing, Parsing & Native

Re-formatting

Owned Websites 3rd Party Websites:News, Blogs & Social Sites

Our Solution

Today: Zemanta Offers a Segment Defining Marketing Automation Platform for the Distribution of Marketing Content

Features include:• Covers 25+ Native

Platforms, Exchanges & Networks

• Reaches 95% of US MAU

• Supports OpenRTB Native Standard

• Centralized Content Management (includes indexing, parsing, and aggregation of marketers content)

• Algorithmic bid and campaign optimization

• Aggregated Cross-Network Analytics & Reporting

ORGANIZE

PROMOTEOPTIMIZE

REPORT• Content Indexing

• Blog Posts• Landing Pages• 3rd Party Content

• Content Formatting• Title Length• Title Variations• Thumbnail Dimensions

• Reach 95% of US Audience• 25+ native networks /

exchanges• Target

• GEO (DMA)• Audience• Network• 1st Party Data• Publisher

• Impressions / Clicks / CTR / CPC

• Integration with 1st Party Analytics (ie. Google Analytics) for engagement and conversion measurement

• Content Lifecycle & Content Marketing Insights

• A/B Title and Thumbnail Testing

• Proprietary algorithmic bid optimizations

• Manual CPC bid adjustments by network

• Spend allocation towards top performing content & networks

What’s Happening Now: Top of Funnel Content Funnel Marketing

Top of Funnel Middle of Funnel

Great brands & agencies use Zemanta’s platform

Retail

Auto

Finance & Insurance

Agencies

CPG

B2B

• Grow audience for IQ Content Hub

• Optimize for top engaging content

• 750 + articles• 5 content themes• 1st & 3rd party data • Device targeting

comparison: mobile vs. desktop/tablet

• Global Audience

• Managed Services by Zemanta. Working with both client direct & agency team

• Increase awareness for GM’s OnStar products

• Engagement for blog, product and resource pages

• 150+ articles• 4 content themes• Content formatted and

targeted by type• Device targeting:

mobile, tablet & desktop

• US Only Audience

• Program self-managed by client’s preferred agency

• Drive sign-ups for world-class investment management service

• 3rd party articles• Generate a cookie

pool for re-targeting • Determine content

path to investment• US Only Audience

• Zemanta Client Services “Co-Piloting” program with client direct

• Grow Uniques across brand content hubs

• Build preference and guide consumers through purchase funnel

• Group and format content by type and genre

• 1st & 3rd party data• US Only Audiences• Device targeting:

desktop, tablet & mobile

• Program managed in-house with Zemanta’s advisory services

Goals

Tactics

Platform

Usage

Zemanta has helped us build momentum for new articles as they go live, grow our audience (90% of visitors from their networks are new to us), and maintain traffic volumes to content that are strong drivers of our business objectives. Their team is very responsive in optimizing towards our goals, and the partnership with Zemanta has become an essential component of our Marketing strategy.

Jason Naidu, Inbound Marketing Manager | BuildDirect

APPENDIX

Zemanta enables programmatic access to >500m global uniques (50% in the US)

OpenRTB Native Supply Partners:• Adiant (AdBlade, IndustryBrains)• Adknowledge (adBistro)• AdsNative• Avocarrot• Connatix• Disqus• DistroScale• Floor6 (GumGum)• Infolinks• InMobi• Matomy• MoPub

Non-RTB Partners:• Gravity• Yahoo Gemini • Outbrain

• Optimalya• Playtem• Pubmatic• Revenue.com• Rubicon• Sharethrough• Spoutable• Thoughtleadr• Triplelift• Veeseo• Yieldmo

Ad Formats:Promoted Recommendations

In-feed / In-steamIn-text

On-ImagePromoted Video

Targeting• Geo (DMA)• Audience• Network• Demo• 1st party data• Re-targeting (your previous visitors with content)• Content Sequencing (sequence content to audience to

tell your story)• Blacklisting• Whitelisting