Partnering at the Speed of Innovation, Digiday Brand Summit, April 2017
•Télécharger en tant que PPTX, PDF•
0 j'aime•269 vues
BRANDON BERGMARK and YOLI CHISHOLM presentation at DBS, April 2017
Recommandé
Recommandé
Contenu connexe
Similaire à Partnering at the Speed of Innovation, Digiday Brand Summit, April 2017
Similaire à Partnering at the Speed of Innovation, Digiday Brand Summit, April 2017 (20)
Plus de Digiday
Plus de Digiday (20)
Dernier
Dernier (20)
Partnering at the Speed of Innovation, Digiday Brand Summit, April 2017
- 1. Partnering at the Speed of Innovation Presenters: Brandon Bergmark Head of Industry, Tech / Telecom Outbrain Yoli Chisholm Digital Director / CMO Microsoft
- 2. Outbrain Powers Discovery DIGIDAY Premium Publisher Partners Brand Partnerships 2
- 3. Outbrain & Microsoft: A Globe-Spanning Partnership DIGIDAY Brazil Australia Singapore UK France PME : 3 conseils pour s’inspirer des start-ups ! Microsoft Want to Buy the Best Tech Gift? Here’s a Helping Hand Microsoft Microsoft Did a Really Good Job With Windows 10: Ma Bloomberg Business Faça o teste e Descubra se… Microsoft Patrocinado Game On! Can You Predict the Big Football Winners and Losers? Bing US How Sales Leaders Can Harness New Techniques to Empower Their Teams Microsoft 3
- 4. 2015 Outbrain Custom Audience Retargeting Launched October Outbrain’s Custom Audience feature enables Microsoft to retarget high-value visitors to its site 2014 First Microsoft CMO campaign in U.S. Launched October Microsoft activates its inaugural campaign on Outbrain to drive efficient traffic to its Microsoft for Work blog 2013 Outbrain's platform launches on MSN Launched November Microsoft selects Outbrain as its native discovery platform on MSN Timeline of a Successful Partnership DIGIDAY 4 2014-15 Optimized Campaign Launched Q4 Microsoft’s One Government Cloud lead generation campaign leveraged Outbrain’s KPI optimization tool to drive cost-efficiency This is the Future of Cities [Free Whitepaper] Microsoft Here Are The Sales Closing Techniques You Need to Know Microsoft Who Is Fighting Drone Armies of Millions of Infected Computers? Microsoft
- 5. Timeline of a Successful Partnership DIGIDAY 2015 Sequential Retargeting Launched Q4 Microsoft drives retargeted audiences from upper funnel to lower funnel pages through sequenced campaigns 2016 B2B Targeting via Bombora Launched Q2 Microsoft reaches niche IT professionals using Bombora targeting on Outbrain 2016 1st Party DMP Launched Q2 Outbrain activates campaigns targeted towards Microsoft’s own 1st Party DMP audience segments 4 2016 Microsoft Joins Outbrain Brand Council Launched March Work in Field Service? Then You Need to Know About This Tech Solution Microsoft 2nd Story Sales Closing Techniques You Need to Know to Succeed Microsoft 1st Story
- 6. Looking Forward DIGIDAY Account Based Marketing Outbrain ABM via Bombora 4 Increased Video Output Outbrain Native In-Feed More Qualified Audiences Outbrain Lookalike Audiences Brand Safety • Premium Publishers • Brand Safety Verification Support • Zero Tolerance of Fake News • Rigid Policy Guidelines Westminster Dog Show Welcomes Three New Breeds to 2017 Competition How Sales Leaders Can Harness New Techniques to Empower Their Teams Microsoft Emma Stone Opens Up About Growing Up with Anxiety and Struggling with Fame: “It Terrified Me” What’s Inside the Screen Actor’s Guild Awards Swag Bag? In-Feed
- 7. Thank You
Notes de l'éditeur
- BRANDON: Thanks very much for inviting us to the Digiday Brand Summit. My name is Brandon Bergmark and oversee Outbrain’s west coast sales organizations and also head up the technology vertical nationally for the company. Today, I’m privileged to be co-presenting with one of Outbrain’s most valued and strategic technology marketers, Microsoft. More than just a campaign-driven relationship, Outbrain and Microsoft have a highly collaborative relationship, and over the next few minutes Yoli and I take you through the evolution of our partnership, which is anchored by innovation. YOLI: Happy to be here. My name is Yoli Chisholm and I run Demand Generation for Microsoft’s commercial side of our business. My team includes our internal ad agency, social media management and social selling. [Yoli: It might be good to further establish the theme of this presentation, so perhaps here you can reference that Microsoft seeks media partners that not only fulfill the commitments of a campaign, but that also quickly develop / innovate new capabilities based on the needs of Microsoft.]
- BRANDON: Microsoft is, obviously, one of the most recognized brands around the world. For those of you who are not yet familiar with Outbrain, we are the company that pioneered content discovery, powering the native recommendations across the most leading publishers globally and personalizing the online experience for millions of users daily. In doing so, we have had the privilege of working with best of breed brands around the world.
- BRANDON: Today, Outbrain and Microsoft has a far reaching relationship with global media campaigns being run out of the U.S., as well as within the regional markets where both of our companies maintain a presence.
- YOLI: 2013 – Our journey with Outbrain started in 2013 with MSN where as a publisher editorially we have 3 goals: 1. Get the right content to the right user at the right time 2. Increase time spent on the platform 3. Seamlessly distribute and extend the life of our content Outbrain was solution that helped us on all 3 of these challenges. (would be great if we had some stats) BRANDON: By using Outbrain’s content discovery platform, which makes recommendations based on each individual user’s content consumption history, MSN was able to significantly increase its pageviews and time spent – all by providing MSN’s visitors with personalized recommendations to other content in which he or she might be interested. YOLI: 2014: Outbrain worked for us as a publisher and in 2014 we started to leverage their offering as an Advertiser to support our content strategy. We were looking for a way to: Increase traffic to our business blogs. Distributing our content at scale Efficiently targeting the relevant audiences without having to do direct deals with each publisher. Outbrain proved to be a great partner to support our content strategy. BRANDON: Although the majority of Outbrain’s clicks are generated by internal, organic recommendations, each one of those cilcks informs Outbrain’s engine what that individual user might be interested in seeing from one of our marketing partners. And because Outbrain is cost-per-click, there’s a very critcal “self-qualification” filter that each user conducts to help ensure that we’re getting the right user to Microsoft’s pages. YOLI: 2015 – Outbrain was working well driving our Top of funnel content getting our thought leadership content infront of our business decision makers. In 2015 we decided to expand to leveraging Outbrain to support our bottom of funnel content focusing on: Turning anonymous visitors into known prospects By driving users to our middle and bottom funnel content ebooks, whitepapers driving leads as well as supporting our retargeting efforts building our cookie pools BRANDON: Admittedly, when I joined Outbrain 5 years ago, upper-funnel, thought leadership campaigns made up the majority of the brand initiatives we supported. Microsoft challenged us, however, to help them generate qualified IT leads for their salespeople, making the One Government Cloud campaign the first gated page program on the network. Today, lower funnel, conversion-based campaigns represent Outbrain’s fastest growing channels.
- YOLI: 2015 – As our content strategy got more sophisticated we worked with Outbrain to support our Marketing Automation strategy Leveraging their ability to serve content sequentially Enabling us to not only turn anonymous visitors into known prospects But also nurture them through the buyer journey increasing their lead score they engaged with more content with the goal of turning them into a marketing qualified lead Outbrain helps us support Sales in accelerating the pipeline BRANDON: Outbrain has always been a big propenent of the power of story-telling. So as Microsoft sought to achieve this story-telling while also driving users from upper to lower-funnel pages, Outbrain was excited to support that with our Story Sequencing solution, which delivered higher CTRs and conversion rates when users were retargeted. And, in March of 2016, Outbrain established its Brand Council, which would better enable us to understand the objectives and respond to the needs of our Fortune 500 brand partners, like Microsoft. YOLI: Brand Council We were happy to join Outbrain’s Brand Council it gave us an opportunity to deepen our relationship as we all adapt to changes in our ecosystem and look for ways to improve the customer experience. I also love the opportunity to learn from my peers and what is working in their respective industries. 2016 (cont’d) As Outbrain offering has evolved we have looked for ways to refine our targeting and leverage our 1st party data to target with greater precision Accelerate the learning algorithm Expand our target audience with look alikes? BRANDON: Once again, Microsoft was by our side as our first beta partner for 1st party DMP targeting – which now supports Adobe, BlueKai, Liveramp and Krux. The ability to retarget audience segments custom-built by Microsoft helped to further improve backend performance and deliver Microsoft with cost efficient leads and traffic.
- YOLI: FUTURE LOOKING Looking forward we are always interested in expanding the breadth of ways we use Outbrain particularly as Outbrain works well with our other marketing partners. As a publishers distributing content on our owned assets As an advertiser expanding into their in-feed offering BRANDON: And we’re excited to support Microsoft as they move deeper into ABM, require higher-impact placements for priority campaigns, and seek new ways to reach valuable, but hard-to-find audiences. YOLI: [Yoli, let me know if you’re comfortable with something along these lines… “But regardless of the initiative, the strategy or the tactic, one aspect that remains constant is the need to protect and elevate Microsoft’s brand, so ensuring that we are aligned with media partners who ensure that brand safety is paramount”] BRANDON: Brand safety has been a hot topic lately and for all the right reasons. Outbrain has maintained the same position for over a decade now. We only work with premium, reputable and brand safe publishing partners and advertisers. Our network guidelines clearly articulate our position. No fake news. No scams or other forbidden categories. Full support of third party verification and viewability solutions. As the Microsoft – and the digital media industry – continues to evolve, so too will Outbrain, and we look forward to many more years of partnership and innovation together!