discovery: intersection of content and conversion
TRANSCRIPT
![Page 1: Discovery: Intersection of Content and Conversion](https://reader034.vdocuments.mx/reader034/viewer/2022042817/55a627381a28ab897c8b460b/html5/thumbnails/1.jpg)
DISCOVERYIntersection of Content and Conversion
Zev Gollender
VP of Media Sales
![Page 2: Discovery: Intersection of Content and Conversion](https://reader034.vdocuments.mx/reader034/viewer/2022042817/55a627381a28ab897c8b460b/html5/thumbnails/2.jpg)
We are
overwhelmed
with
INFORMATION
![Page 3: Discovery: Intersection of Content and Conversion](https://reader034.vdocuments.mx/reader034/viewer/2022042817/55a627381a28ab897c8b460b/html5/thumbnails/3.jpg)
people spend as much time
CONSUMING CONTENT
as they do searching and
using social networks
Source: ComScore and Nielsen.
20%
Shopping
Multimedia
Consumers
Social
Search
Consuming
Content
Communication
People Consume Content
![Page 4: Discovery: Intersection of Content and Conversion](https://reader034.vdocuments.mx/reader034/viewer/2022042817/55a627381a28ab897c8b460b/html5/thumbnails/4.jpg)
40% @2013
29% 2014
6.5% @2013
24% 2014
4.7% @2013
7% 2014
1+% @2013
1-% 2014
SEARCH IS NOT KING
35%
Social
Apr‘14
May‘14
Jun‘14
Jul‘14
Aug‘14
Sep
‘14
Search
Share of
t raffic to
publisher
content
SEARCH vs. SOCIAL
![Page 5: Discovery: Intersection of Content and Conversion](https://reader034.vdocuments.mx/reader034/viewer/2022042817/55a627381a28ab897c8b460b/html5/thumbnails/5.jpg)
5
DISCOVERYsearch in reverse
information finding
people
![Page 6: Discovery: Intersection of Content and Conversion](https://reader034.vdocuments.mx/reader034/viewer/2022042817/55a627381a28ab897c8b460b/html5/thumbnails/6.jpg)
Couldn’t Find Anything To Watch On TV
![Page 7: Discovery: Intersection of Content and Conversion](https://reader034.vdocuments.mx/reader034/viewer/2022042817/55a627381a28ab897c8b460b/html5/thumbnails/7.jpg)
A Major Shift in Traditional Advertising
Source: ZenithOptimedia and PwC/IAB.
Note: Display, Search and Classified spend in 2014 estimated to be $51.8B, $55.7bn and $13.5B, respectively.
![Page 8: Discovery: Intersection of Content and Conversion](https://reader034.vdocuments.mx/reader034/viewer/2022042817/55a627381a28ab897c8b460b/html5/thumbnails/8.jpg)
![Page 9: Discovery: Intersection of Content and Conversion](https://reader034.vdocuments.mx/reader034/viewer/2022042817/55a627381a28ab897c8b460b/html5/thumbnails/9.jpg)
550Mmonthly unique
users
200Bmonthly
recommendations
US desktop users
reached*
86%sponsored
content items
5M+
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
ACHIEVING SCALE
![Page 10: Discovery: Intersection of Content and Conversion](https://reader034.vdocuments.mx/reader034/viewer/2022042817/55a627381a28ab897c8b460b/html5/thumbnails/10.jpg)
TRUE PERSONALIZATION:
PERSONA & SITUATION
PREFERENCES DEVICE
TIME
REFERRAL
LOCATION
FREQUENCY
SOCIAL
VIDEO/TEXT10
![Page 11: Discovery: Intersection of Content and Conversion](https://reader034.vdocuments.mx/reader034/viewer/2022042817/55a627381a28ab897c8b460b/html5/thumbnails/11.jpg)
11
6B+ Daily Recommendations on Top Sites
![Page 12: Discovery: Intersection of Content and Conversion](https://reader034.vdocuments.mx/reader034/viewer/2022042817/55a627381a28ab897c8b460b/html5/thumbnails/12.jpg)
12
Taboola on Business Insider
![Page 13: Discovery: Intersection of Content and Conversion](https://reader034.vdocuments.mx/reader034/viewer/2022042817/55a627381a28ab897c8b460b/html5/thumbnails/13.jpg)
13
Taboola on Bloomberg TV
![Page 14: Discovery: Intersection of Content and Conversion](https://reader034.vdocuments.mx/reader034/viewer/2022042817/55a627381a28ab897c8b460b/html5/thumbnails/14.jpg)
14
Top Brands Become Storytellers with Taboola
![Page 15: Discovery: Intersection of Content and Conversion](https://reader034.vdocuments.mx/reader034/viewer/2022042817/55a627381a28ab897c8b460b/html5/thumbnails/15.jpg)
STORYTELLING: TOUCHING THE
ENTIRE FUNNEL
Decision
Consideration
Awareness
Loyalty
![Page 16: Discovery: Intersection of Content and Conversion](https://reader034.vdocuments.mx/reader034/viewer/2022042817/55a627381a28ab897c8b460b/html5/thumbnails/16.jpg)
Content Leads to Conversions
“Almost HALF of brands now track ROI on content marketing” MarketingMagazine.co.uk
“We need to close the loop
between engagement and
ACTIONS” DIGIDAY.com
![Page 17: Discovery: Intersection of Content and Conversion](https://reader034.vdocuments.mx/reader034/viewer/2022042817/55a627381a28ab897c8b460b/html5/thumbnails/17.jpg)
17
Netflix – Acquiring Subscribers
Users discover
content they may like
Some
sign up
Taboola measures
performance/ROI and
optimizes campaign
Then watch teasers
on Netflix.com1 2
3 4
![Page 18: Discovery: Intersection of Content and Conversion](https://reader034.vdocuments.mx/reader034/viewer/2022042817/55a627381a28ab897c8b460b/html5/thumbnails/18.jpg)
This Dinner Hack
Has Millennials
Ditching Delivery
Plated – Driving Foodies to Subscribe
![Page 19: Discovery: Intersection of Content and Conversion](https://reader034.vdocuments.mx/reader034/viewer/2022042817/55a627381a28ab897c8b460b/html5/thumbnails/19.jpg)
LasikPlus – Driving Customer Acquisition
55%lower CPA than search or radio
![Page 20: Discovery: Intersection of Content and Conversion](https://reader034.vdocuments.mx/reader034/viewer/2022042817/55a627381a28ab897c8b460b/html5/thumbnails/20.jpg)
Best Practices to Drive Conversions
![Page 21: Discovery: Intersection of Content and Conversion](https://reader034.vdocuments.mx/reader034/viewer/2022042817/55a627381a28ab897c8b460b/html5/thumbnails/21.jpg)
Best Practices to Drive Conversions
![Page 22: Discovery: Intersection of Content and Conversion](https://reader034.vdocuments.mx/reader034/viewer/2022042817/55a627381a28ab897c8b460b/html5/thumbnails/22.jpg)
Best Practices to Drive Conversions
![Page 23: Discovery: Intersection of Content and Conversion](https://reader034.vdocuments.mx/reader034/viewer/2022042817/55a627381a28ab897c8b460b/html5/thumbnails/23.jpg)
Best Practices to Drive Conversions
![Page 24: Discovery: Intersection of Content and Conversion](https://reader034.vdocuments.mx/reader034/viewer/2022042817/55a627381a28ab897c8b460b/html5/thumbnails/24.jpg)
Best Practices to Drive Conversions
![Page 25: Discovery: Intersection of Content and Conversion](https://reader034.vdocuments.mx/reader034/viewer/2022042817/55a627381a28ab897c8b460b/html5/thumbnails/25.jpg)
Best Practices to Drive Conversions
![Page 26: Discovery: Intersection of Content and Conversion](https://reader034.vdocuments.mx/reader034/viewer/2022042817/55a627381a28ab897c8b460b/html5/thumbnails/26.jpg)
Best Practices to Drive Conversions
![Page 27: Discovery: Intersection of Content and Conversion](https://reader034.vdocuments.mx/reader034/viewer/2022042817/55a627381a28ab897c8b460b/html5/thumbnails/27.jpg)
Best Practices to Drive Conversions
![Page 28: Discovery: Intersection of Content and Conversion](https://reader034.vdocuments.mx/reader034/viewer/2022042817/55a627381a28ab897c8b460b/html5/thumbnails/28.jpg)
Best Practices to Drive Conversions
“10 Tips to Impress on a First Date”
“5 Great Ways to Ask Someone Out”
“8 Reasons to Try Online Dating”
91%Decrease
in CPA
![Page 29: Discovery: Intersection of Content and Conversion](https://reader034.vdocuments.mx/reader034/viewer/2022042817/55a627381a28ab897c8b460b/html5/thumbnails/29.jpg)
Confidential | 29
CULTURE OF TESTING
![Page 30: Discovery: Intersection of Content and Conversion](https://reader034.vdocuments.mx/reader034/viewer/2022042817/55a627381a28ab897c8b460b/html5/thumbnails/30.jpg)
Confidential | 30
CULTURE OF TESTING
75%Drop in Cost Per Action
![Page 31: Discovery: Intersection of Content and Conversion](https://reader034.vdocuments.mx/reader034/viewer/2022042817/55a627381a28ab897c8b460b/html5/thumbnails/31.jpg)
Best Practices to Drive Conversions
57%Increase in
Conversions
![Page 32: Discovery: Intersection of Content and Conversion](https://reader034.vdocuments.mx/reader034/viewer/2022042817/55a627381a28ab897c8b460b/html5/thumbnails/32.jpg)
FOCUS ON ROI