So your social plan is in place and you've maxed out your PPC efforts. You are hearing Native is the new buzzword... but how to make it work and your CPA worth the investment? Outbrain will show you how to take native beyond a simple call-to-action, demonstrating how to address the complete content-driven customer journey from first touch through conversion and beyond. Miko Levy, Outbrain's VP of Acquisition will share his insights and demonstrate how to architect a native experience that is measurable at every stage. A session packed with tangible tips on how to boost your online funnel, increase conversions and turn your prospects into loyal customers.

1. | #AWEurope @MIKOLEVY|| #AWEurope @MIKOLEVY|
Miko Levy
VP Acquisition
Native:
7 Tips
to Make Content
Marketing Work
Miko Levy
VP Acquisition
Outbrain
@MikoLevy
All publisher and brand examples are for illustrative purposes only

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• 38 years old, Married + 1
• 10 years in Online Performance Marketing
• Previously @ 888.com, ROASTe & Conduit
• VP Customer Acquisition @Outbrain
Hi…I’m Miko

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iab UK, Adspend report, 2016
Growth of Native
Change in Spend 2014 vs. 2015
10%
Display
16%
Paid for Search
13%
Banners / Embedded
50%
Content & Native
Inc. In-Feed

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Increase in
Native Positions
4

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ZenithOptimedia’s Media Consumption Forecasts | 2015

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First, Consumers Just Ignored Our Ads

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The Linus Group, Linus Report. September/October 2007
They Really Ignored Our Ads
Click-Through Rate on Display Ads
7
1996 2007
0%
2002
8%
4%
2%
6%
20041999

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Adobe, May 2015
Now, They Actively Block Them
48%Growth in ad blocking YOY
15% of US consumers
21M
30M
39M
54M
121M
181M
7/09
JAN 09 JAN 11 JAN 12 JAN 12 JAN 14 JAN 15
7/10 7/11 7/12 7/13 7/14
Global monthly Active Ad Blocking Software Users (Desktop)

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Nanigans, Global Facebook Advertising Benchmark Report, Q1-2016
The Cost of Facebook Ads is Rising
+39%Increase Year-Over-Year
CPM GLOBAL
+59%Increase Year-Over-Year
CPC ECOMMERCE

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Performance Marketers Seize the Content Opportunity
Digital Marketing Trends for 2016, Smart Insights, Feb 2016
Content Marketing 22%
Big Data 17%
Marketing Automation 13%
Mobile Marketing 12%
Social Media Marketing 8%
Wearables 6%
Conversion Rate Optimization 5%
SEO 3%
Display Programmatic 2%
Paid Search 2%
What are the digital
marketing activities
with the greatest
commercial impact
in 2016?

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½ Billion
People Worldwide
| #AWEurope @MIKOLEVY
250Billion Content
Recommendations
Every Month
If You Read Content Online, You Know Outbrain

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7 Tips to Make Content Marketing Work

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1. Don’t Be a Douchebag

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2. Define a Content Strategy

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Define a Content Strategy
When does your
audience consume
content?
What types of
content does your
audience consume?
Where does your
audience consume
content?
What devices does
your audience
consume content on?

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3. Build Audience Segments
with the Right Content

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4. Re-engage Audience
Segments with Content
21

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Emarketer
Marketers Increasingly Use 1st Party Data

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Major Platforms Have Moved in This Direction
Facebook
Custom Audiences
Google
Matched Content
Twitter
Tailored Audiences
Outbrain
Custom Audiences

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One King’s Lane Re-Engaged Site Visitors with Content to Drive Sales
Results:
50%
Decrease in CPA
4x
Increase in Conversion Rate
1.5x
Increase in CTR

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5. Sequence Your Content

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There Has to Be A Better Way to Tell Brand Stories

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Optimize For Upper & Lower Funnel Objectives
AWARENESS
CONSIDERATION
CONVERSION
Website Visitors
Social Sharing Time Spent
DownloadsPurchases Sign-Ups
Video Views High-Value Actions
Leads

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Story Sequencing
Why more businesses
should be pursuing hybrid
cloud Dell Power More
Be your own Chief Cloud
Officer Dell
Infographic: Hybrid cloud is
the future Dell Power More
AWARENESS
Drive awareness with
appealing infographic CONSIDERATION
Reinforce brand equity on
owned media
ACTION
Drive to registration on
owned media

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6. Learn How to Measure
Content KPIs
29

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Learn How to Measure Content KPIs

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Learn How to Measure Content KPIs

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7. There is No Silver Bullet
32

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1. Don’t be Douchebag
2. Define a Content Strategy
3. Build Audience Segments with Content
4. Re-engage Audience Segments with Content
5. Sequence Your Content
6. Learn How to Measure Content KPIs
7. There is No Silver Bullet
7 Tips to Make Content
Marketing Work

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Thank You.
@mikolevy | miko@outbrain.com