DISCOVERYIntersection of Content and Conversion презентация

We are overwhelmed with INFORMATION

Слайд 1
DISCOVERY Intersection of Content and Conversion
Zev Gollender
VP of Media Sales



Слайд 2
We are
overwhelmed
with
INFORMATION


Слайд 3people spend as much time CONSUMING CONTENT as they do searching and

using social networks

Source: ComScore and Nielsen.

People Consume Content


Слайд 440% @2013
29% 2014
6.5% @2013
24% 2014
4.7% @2013
7% 2014
1+% @2013
1-% 2014
SEARCH IS NOT

KING

Слайд 5




DISCOVERY
search in reverse

information finding
people


Слайд 6Couldn’t Find Anything To Watch On TV


Слайд 7A Major Shift in Traditional Advertising
Source: ZenithOptimedia and PwC/IAB.
Note: Display, Search and Classified

spend in 2014 estimated to be $51.8B, $55.7bn and $13.5B, respectively.

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ACHIEVING SCALE


Слайд 10
























TRUE PERSONALIZATION:
PERSONA & SITUATION
PREFERENCES
DEVICE
TIME
REFERRAL
LOCATION
FREQUENCY
SOCIAL
VIDEO/TEXT


Слайд 116B+ Daily Recommendations on Top Sites


Слайд 12Taboola on Business Insider


Слайд 13Taboola on Bloomberg TV


Слайд 14


Top Brands Become Storytellers with Taboola


Слайд 15STORYTELLING: TOUCHING THE ENTIRE FUNNEL


Decision
Consideration
Awareness
Loyalty


Слайд 16Content Leads to Conversions
“Almost HALF of brands now track ROI on

content marketing” MarketingMagazine.co.uk

“We need to close the loop between engagement and ACTIONS” DIGIDAY.com


Слайд 17


Netflix – Acquiring Subscribers
Users discover
content they may like
Some
sign up
Taboola

measures
performance/ROI and optimizes campaign

Then watch teasers
on Netflix.com

1

2

3

4


Слайд 18This Dinner Hack Has Millennials Ditching Delivery



Plated – Driving Foodies

to Subscribe

Слайд 19LasikPlus – Driving Customer Acquisition
55%
lower CPA than search or radio


Слайд 20Best Practices to Drive Conversions



Слайд 21Best Practices to Drive Conversions


Слайд 22Best Practices to Drive Conversions


Слайд 23Best Practices to Drive Conversions


Слайд 24Best Practices to Drive Conversions


Слайд 25Best Practices to Drive Conversions


Слайд 26Best Practices to Drive Conversions


Слайд 27Best Practices to Drive Conversions


Слайд 28Best Practices to Drive Conversions
“10 Tips to Impress on a First

Date”

“5 Great Ways to Ask Someone Out”

“8 Reasons to Try Online Dating”

91%
Decrease in CPA


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CULTURE OF TESTING


Слайд 30CULTURE OF TESTING
75%
Drop in Cost Per Action


Слайд 31Best Practices to Drive Conversions
57%
Increase in Conversions


Слайд 32FOCUS ON ROI


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THANK YOU
Zev Gollender
zev.g@taboola.com



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