#OBwebinar
Content Marketing Insights 2014 Holiday Webinar
Miko LevyVP, Outbrain@mikolevy
The Webinar Will Begin Shortly• All participants will be muted• For audio, select “Mic & Speakers” in
your GoToWebinar control panel• To submit Q&A, use the “Questions”
tool in the control panel
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• Holiday Season Key Dates• The Holiday Marketplace: What’s Happening• Holiday Content Consumption Trends • How Outbrain Can Help• How To Prepare Your Outbrain Campaign • Q&A
Agenda
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@Outbrain#OBwebinar
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October: Early Shopping
November 28: Thanksgiving
November 29: Black Friday
December 1: Cyber Monday
December 8: Green Monday
December 15: Free Shipping Day
December 27: Post-Holiday Sales
Holiday Season: Key Dates
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The Holiday Marketplace:
Buyers
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The Marketplace: Buyers
US Ecommerce Spending Trends ($ millions)
PROJECTED US MOBILE E-COMMERCE MARKET BY
END OF 2014
Source: ComScore
Q1 2011 Q2 2011 Q3 2011 Q4 2011 Q2 2012 Q3 2012 Q4 2012 Q1 2013 Q2 2013 Q3 2013 Q4 2013$0
$10,000
$20,000
$30,000
$40,000
$50,000
$60,000
$70,000
$38,002 $37,501 $36,308
$49,698
$43,153 $41,936
$56,781
$50,180 $49,843 $47,468
$63,084
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The Marketplace: Buyers
$292MILLION
PROJECTED USE-COMMERCE SPEND
FOR 2014
Source: FTI US Online Sales Forecast Report
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The Marketplace: Buyers
+13%INCREASE
IN CONSUMER SPEND PER ONLINE ORDER FROM 2013 T0 2014
Source: IBM Online Retail Holiday Readiness Report 2014
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The Marketplace: Buyers
1/3OF VISITS TO ONLINE STORES COME
FROM MOBILE DEVICES
Source: eMarketer: Holiday Shopping Preview; 9/4/2013
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The Marketplace: Buyers
80%OF AMERICANS
ARE INFLUENCED BY ONLINE REVIEWS
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The Holiday Marketplace:
Sellers
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The Marketplace: Sellers
49%OF MARKETERS
WILL LAUNCH A HOLIDAY CAMPAIGN BEFORE
HALLOWEEN
Source: Experian Marketing Services Study
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The Marketplace: Sellers
22AVERAGE NUMBER OF PROMOTIONAL EMAILS RETAILERS WILL SEND
THEIR ACTIVE SUBSCRIBERS IN
NOVEMBER
Source: 2014 Exact Target Holiday Calendar Trends
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The Marketplace: Sellers
WILL LAUNCH A HOLIDAY CAMPAIGN BEFORE
HALLOWEEN
Source: Kenshoo. 2013 Global Online Retail Seasonal Shopping Report
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The Marketplace: Sellers
WILL LAUNCH A HOLIDAY CAMPAIGN BEFORE
HALLOWEEN
Source: Outbrain network 2013
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
2013 average network CPC
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Holiday Content Consumption
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Q: When thinking of smartphones, what brands come to mind?
CONTROL
EXPOSED
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
8%
22%
7%
20%
10%
29%
8%
9%
66%
20%
Unaided Brand Recall (Electronics)
Recalled 1st
Recalled 2nd
Recalled 3rd
Recalled 4th
Recalled later or not at all
* Outbrain Earned Media Survey, October 2013; 815 participants
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How People Spend Their Online Time
22%SOCIAL NETWORKING
5%ONLINE SHOPPING
13%MULTI-MEDIA SITES
19%EMAILS/COMMUNICATION
20%READING CONTENT
21%SEARCH
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Holiday Content Peaks Cyber MondayHoliday Consumption Trends
Cyber Monday
Black Friday
Green Monday
Source: Outbrain; Nielsen; ComScore Top US Online Spending Days 2013
83% want to purchase
within a day of consuming
content
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Top Performing Content by CTR
+42% CTR BEAUTY
+21% CTR SHOPPING
+20% CTR THANKSGIVING
+6% CTR PARTIES
-8% CTR. CHRISTMAS
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Desktop Still Rules Content Consumption by Device
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Q+A ReminderSubmit your questions using the Q&A feature on your Webex toolbar
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How OutbrainAMPLIFIES
Your ContentSub
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Paid Recommendations
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We’ve Got You Covered
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30Million
NUMBER OF PEOPLE WHO CLICK ON OUTBRAIN
RECOMMENDATIONS PER DAY
Source: ComScore August 2014
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188Billion
NUMBER OF RECOMMENDATIONS SERVED PER MONTH
Source: ComScore August 2014
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Drive Traffic to Owned Content
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Earned Media
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Campaign Optimization Strategies for the Holidays
Sub
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1. Start ahead of the holidays
2. Go mobile
3. Monitor closely
4. Optimize your CTR
Optimizing Your Campaign
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The longer you amplify your content, the higher your CTR
1. Start ahead of the holidays
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0.23% AVG CTR TABLET
0.16% AVG CTR DESKTOP
2. Go Mobile
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Mobile ConsumptionPeak Consumption Times
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• Competition is fierce • Monitor frequently • Geo and device targeting to reach the right audience
3. Monitor closely
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
2013 average network CPC
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4. Boost your EngagementTest Multiple Headlines
> 5 URLs > 10 URLs > 20 URLs 0%
20%
40%
60%
80%
100%
120%
140%
160%
180% CTR improvement compared with 1 URL
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4. Boost your EngagementUse Descriptive Headlines
16-18WORDS IN A HEADLINE GENERATE THE
HIGHEST CTR
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4. Boost your EngagementDon’t use pushy headlines
20%PUSHY HEADLINES GENERATE A
LOWER CTR
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4. Boost your EngagementUse videos on Youtube
+46%HIGHER CTR THAN VIDEOS HOSTED
ON YOUR OWN DOMAIN
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4. Boost your EngagementConsider Top Performing Holiday Keywords
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Steps for Success
1. Start ahead of the holidays
2. Go mobile
3. Monitor closely
4. Boost your engagement
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Q+ASubmit your questions using the Q&A feature on your Webex toolbar
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