2. The Role Of The Media Agencies In A
Content Driven World
Ayal Steiner, GM Outbrain ANZ

3. 2013…
I don’t want to be that guy…

4. 2009…

5. 2003…

6. 1999…

7. I don’t want to be that guy…
BUT!

8. Something is happening…

9. The Role Of The Media Agencies In A
Content Driven World
Ayal Steiner, GM Outbrain ANZ

10. Content Discovery…
….Working with global brands

12. “Content marketing is key to
creating an emotional
connection with customers.”
74%
83%
“Content marketing is more
effective than advertising for
customer engagement.”
Source: Content Marketing Survey Report 2012, eConsultancy

13. Planned Spend On Content in AUS
Over next 12 months
Source: ADMA 2013

14. I don’t
Know………….
Why is this happening???

16. The Ad-Factory is broken

19. You’ve got an audience… now what?

20. Getting content discovered

22. Back to the drawing board…

24. The distribution of
valuable content to
engage people

25. Content marketing is
storytelling

26. It’s not going anywhere

27. Challenges

28. Challenges Opportunities
Create
Format
Distribut
e
Measure

29. Challenges Opportunities
Create
Quality
Velocity
Skills

33. Curate if you can’t create

34. Challenges Opportunities
Format
Text/Video
Own /
Earned
Device

35. Leverage
trusted
sources…

36. Challenges Opportunities
Audience
Content
Distribut
e
Search
Social
Discovery

37. Outbrain Discovery
Organic
recommendations drive
to other articles/videos
from News.Com.Au
Sponsored
recommendations “from
around the web” drive to
branded content.

40. Challenges Opportunities
Measure
Engagemen
t
Attribution
ROI

41. Avg. 10.4 digital touch points
…Across devices … Last click attribution

42. I share
Social
Search
I Search
I care
Discovery
I discover
I am aware

43. “Content is just for awareness”
Content drives bottom line sales
Content spikes direct response
Social chatter and followers
Brand affinity and purchase intent

44. Whom should we talk to?
The lines are blurring
Creative
Media
Brand
PR
Publisher

47. Be the change…
Run into the wind…
Fly or die…
Don’t get biter get better…
Evolve or dissolve..
You snooze, you lose…
and other boring clichés

48. Thank You