Converting Consumers Through Content, Digiday Content Marketing Summit, August 23rd, 2016
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Lon Otremba's presentation from DCMS Park City in August 2016
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Converting Consumers Through Content, Digiday Content Marketing Summit, August 23rd, 2016
- 1. LON OTREMBA, CEO of BIDTELLECT CONVERTING CUSTOMERS THROUGH CONTENT
- 2. Paid Content is Now King 1 2 3 4 5 6 7
- 3. Native Ads Meet Advanced Ad Tech What They ARE • Living, breathing, content • Deeply relevant • Personal • Engaging Bidtellect Ecosystem: • Access over 2 Trillion impressions • Process Over 1.5 billion native auctions daily • Millions of Websites and mobile apps • Some of the biggest brands in the world • The Native ecosystem is growing exponentially, creating smarter, more engaging ads Where They GO • Targeting • Contextual Relevance • Brand Safety What Happens when they get THERE • Assembled in Real Time • Look and Feel Like Content • Performance Optimized and Sophisticated Algorithms
- 4. 1. ESTABLISH CLEAR GOALS (Cost Efficiency, Engagement, Conversions, Video Starts, Traffic) 2. FOLLOW SPECS Make sure you have all the content pieces – headline, image and content. 3. ALWAYS INCLUDE TRACKABLE LINKS 4. EDUCATE, ENTERTAIN AND BRING VALUE 5. GRAB ATTENTION WITH APPEALING AND EMOTIONAL IMAGES 6. DYNAMIC PRICING/BIDDING Here’s what we’ve learned, and what you should know:
- 5. The Future of Content Marketing 1 Shift to Native away from Display 2 Content Discovery Becomes What Native Really Means 3 Engagement Metrics Drive KPIs 4 FTC will Focus on Monitoring – Not Enforcing 5 Scale, Scale, Scale 6 If Paid Content is King, Then Paid Content Distribution is KING KONG
- 6. LON OTREMBA, CEO of BIDTELLECT THANK YOU!
Hinweis der Redaktion
- Argument: Why is this important to you? Why was there a need for Bidtellect? What was missing in the market? Moving away from banner/display and toward native/engaging content Paid content is the only effective advertising “If content is king – paid content distribution is king kong”
- Bidtellect’s scale is unparalleled – we have the most precise understanding of what performs, what works – and what doesn’t. Increasing volume in ecosystem, mature in a new category, we are experts, getting smarter every time, We created a sophisticated technology platform that enables paid content distribution at MASSIVE scale. We assemble, in real time, commonly used (IAB defined) content previews that link to deep content. We can access over two TRILLION impressions We process over 1.5 billion Native auctions each day Large numbers of the biggest brands in the world are using Bidtellect (including many here) Also, maybe we can get a list of how many brands are utilizing our platform. Would be interesting to show - despite the latest chart you have have seen on BI, THIS many brands all already working in Native in some capacity - there is still time to be early adaptors?
- In an open RTB2.3/2.4 environment price levels are determined based on value. Native placements which enable relevant content to be found by your target audience run the gauntlet in price. Brand Safe, highly viewable targeted in feed pricing can be as high as $30CPM while on the other hand rec widget Omni device run of network inventory can be caught for as low as $0.50 cpc
- THANK