content-marketing-and-discovery
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