Tiffany Black's presentation from DCMS Park City in August 2016

1. | ANDRIES DE VILLIERS
STORYTELLING
AT SCALE
1
TIFFANY BLACK AVI ZIMAK
Head of Global Influencer
Content Marketing
General Manager,
The Americas

2. DIGIDAY BRAND SUMMIT 2016
If you Have Engaged with Content Online, You know Outbrain
2
½ Billion
People Worldwide
250Billion Content
Recommendations
Every Month

4. 4
The Outbrain
Interest Graph
DIY
DOGS
PARENTING
ISLAND ESCAPES
H O L I D A Y S H O P P I N G
F I N A N C I A L P L A N N I N G
A E R I A L P H O T O G R A P H Y
E M E R G I N G M A R K E T S
W E E K E N D G E T A W A Y S
GARDENING BASICS
BASEBALL
R O A D T R I P S
RUNNING
A R T I S A N A L F U R N I T U R E
I M P A C T I N V E S T I N G
E D U C A T I O N A L A P P S
URBAN LANDSCAPING
INTERIOR DESIGN
IKEA HACKS
M E D I T A T I O N W O R K S H O P S
GREEN ROOFDEC K S
CRAFT COFFEE
HEALTHY COOKIN G
R E T I R E M E N T P L A N N I N G
S M A L L S P A C E S O L U T I O N S

5. 5
ENGAGE
ASK
SHARE
RESEARCH
TRUST
DISCOVER
AWARENESS
ADVOCATE
Brands Use Content to Tell Their Story Throughout the Consumer Journey
BUY
CONSIDER
BROWSE

6. 6
ENGAGE
ASK
SHARE
RESEARCH
TRUST
DISCOVER
AWARENESS
ADVOCATE
BUY
CONSIDER
BROWSE
Discover: Target
Elevate Your Holiday Party
Style with Minimal Effort
Target
DISCOVER

7. 7
ENGAGE
ASK
SHARE
RESEARCH
TRUST
DISCOVER
AWARENESS
ADVOCATE
BUY
CONSIDER
BROWSE
Research: Visa
RESEARCH
Visa Checkout: A Safe,
Simple and Easy Way To
Checkout Online
Visa

8. 8
ENGAGE
ASK
SHARE
RESEARCH
TRUST
DISCOVER
AWARENESS
ADVOCATE
BUY
CONSIDER
BROWSE
Engage: Ford
Build Your Own Ford Explorer
Ford Blog
ENGAGE

9. 9
ENGAGE
ASK
SHARE
RESEARCH
TRUST
DISCOVER
AWARENESS
ADVOCATE
BUY
CONSIDER
BROWSE
Trust: eBay
TRUST
Save Money This Summer
By Avoiding These 10
Gardening Mistakes
eBay

10. 10
eBay Case Study:
Social Influencer Content
GOAL:
Find a channel with low CPCs
that will guarantee traffic to
influencer content.

11. 11
eBay Case Study:
Building Trust with Content at Scale

12. 12
eBay Case Study:
Results
1,022,081
Clicks
877,065
Sessions
$0.095/$0.11
CPC/CPS
0.39%
CTR
+437%
Sessions Increased (Q2 vs. Q1)
-109%
CPS Decreased (Q2 vs. Q1)

13. THANK YOU
13