content-marketing-and-discovery

Post on 24-Jul-2015

81 Views

Category:

Documents

0 Downloads

Preview:

Click to see full reader

TRANSCRIPT

DISCOVERYdriving action through content

RAN GISHRIVP, AUDIENCE DEVELOPMENT

CONTENT MARKETING IS HOT

2007 2009 2011 2013 2015

* Google Trends Data for 01/2007-01/2015

100+ YEARS OF CONTENT MARKETING

1895

1900 1904

2014

WHAT HAS CHANGED?

Technology Distribution People

Peak of Inflated Expectations

TechnologyTrigger

Trough ofDisillusionment

Slope of Enlightenment

Plateau ofProductivity

CONTENT MARKETING HYPE CYCLE

• Planning

CreationDistribution

Optimization

CUTTING THROUGH THE CONTENT CLUTTER

THE RISE OF DISCOVERY

displaysearch

discoverysocial

“YOU MAY ALSO LIKE”

9

PersonalPreferences

Device Time of Day

LocationSocialTrends

PERSONALIZATION ENGINE OPTIMIZED FOR DESIRED BEHAVIOR

Users discover content they may like

Somesign up

Taboola measuresperformance and optimizes campaign

Then watch teaserson Netflix.com1 2

3 4

NETFLIX - ACQUIRING SUBSCRIBERS

550Mmonthly

unique users

200Bmonthly

recommendations

86%US desktop users

reached*

5M+sponsored

content items

PROPERTY REACH

Google Ad Network 95.3%

Taboola 86.2%

Yahoo Audience Net. 84.7%

Google Sites 82.6%

Outbrain 73.8%

Yahoo Sites 73.2%

Facebook 59.5%

By ComScore 10 \ 2014

SCALING CONTENT MARKETING

THANK YOU

RAN GISHRI

RAN.G@TABOOLA.COM

@RGISHRI

top related