native - 7 tips to make your content marketing work - affiliate world europe july 2016

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Miko Levy

VP Acquisition

Native: 7 Tips to Make Content Marketing Work

Miko LevyVP AcquisitionOutbrain

@MikoLevy

All publisher and brand examples are for illustrative purposes only

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• 38 years old, Married + 1

• 10 years in Online Performance Marketing

• Previously @ 888.com, ROASTe & Conduit

• VP Customer Acquisition @Outbrain

Hi…I’m Miko

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iab UK, Adspend report, 2016

Growth of Native

Change in Spend 2014 vs. 2015

10%

Display

16%

Paid for Search

13%

Banners / Embedded

50%

Content & Native Inc. In-Feed

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Increase in Native Positions

4

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ZenithOptimedia’s Media Consumption Forecasts | 2015

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First, Consumers Just Ignored Our Ads

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The Linus Group, Linus Report. September/October 2007

They Really Ignored Our Ads

Click-Through Rate on Display Ads

7

1996 2007

0%

2002

8%

4%

2%

6%

20041999

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Adobe, May 2015

Now, They Actively Block Them

48%Growth in ad blocking YOY

15% of US consumers

21M30M

39M

54M

121M

181M

7/09

JAN 09 JAN 11 JAN 12 JAN 12 JAN 14 JAN 15

7/10 7/11 7/12 7/13 7/14

Global monthly Active Ad Blocking Software Users (Desktop)

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Nanigans, Global Facebook Advertising Benchmark Report, Q1-2016

The Cost of Facebook Ads is Rising

+39%Increase Year-Over-Year

CPM GLOBAL

+59%Increase Year-Over-Year

CPC ECOMMERCE

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Performance Marketers Seize the Content Opportunity

Digital Marketing Trends for 2016, Smart Insights, Feb 2016

Content Marketing 22%

Big Data 17%

Marketing Automation 13%

Mobile Marketing 12%

Social Media Marketing 8%

Wearables 6%

Conversion Rate Optimization 5%

SEO 3%

Display Programmatic 2%

Paid Search 2%

What are the digital marketing activities with the greatest commercial impact in 2016?

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½ BillionPeople Worldwide

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250Billion ContentRecommendationsEvery Month

If You Read Content Online, You Know Outbrain

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7 Tips to Make Content Marketing Work

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1. Don’t Be a Douchebag

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2. Define a Content Strategy

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Define a Content Strategy

When does your audience consume content?

What types of content does your audience consume?

Where does your audience consume content?

What devices does your audience consume content on?

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3. Build Audience Segments

with the Right Content

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4. Re-engage Audience

Segments with Content

21

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Emarketer

Marketers Increasingly Use 1st Party Data

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Major Platforms Have Moved in This Direction

Facebook Custom Audiences

Google Matched Content

TwitterTailored Audiences

OutbrainCustom Audiences

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One King’s Lane Re-Engaged Site Visitors with Content to Drive Sales

Results:

50%Decrease in CPA

4xIncrease in Conversion Rate

1.5xIncrease in CTR

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5. Sequence Your Content

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There Has to Be A Better Way to Tell Brand Stories

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Optimize For Upper & Lower Funnel Objectives

AWARENESS

CONSIDERATION

CONVERSION

Website Visitors

Social Sharing Time Spent

DownloadsPurchases Sign-Ups

Video Views High-Value Actions

Leads

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Story Sequencing

Why more businesses should be pursuing hybrid cloud Dell Power More

Be your own Chief Cloud Officer Dell

Infographic: Hybrid cloud is the future Dell Power More

AWARENESSDrive awareness withappealing infographic CONSIDERATION

Reinforce brand equity on owned media

ACTIONDrive to registration on owned media

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6. Learn How to Measure

Content KPIs

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Learn How to Measure Content KPIs

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Learn How to Measure Content KPIs

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7. There is No Silver Bullet

32

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1. Don’t be Douchebag

2. Define a Content Strategy

3. Build Audience Segments with Content

4. Re-engage Audience Segments with Content

5. Sequence Your Content

6. Learn How to Measure Content KPIs

7. There is No Silver Bullet

7 Tips to Make Content Marketing Work

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Thank You.

@mikolevy | miko@outbrain.com