The document discusses content discovery and the moment before purchase intent. It notes that winning consumer attention has become harder as search and social media need to own the pre-search moment. Both performance marketers and brand marketers need to move beyond traditional engagement and reach metrics to show real results and contribution to sales. The solution proposed is using content discovery to generate demand for ecommerce and tourism by adding relevant content to landing pages through a self-learning machine that targets the right audience and analyzes on-page actions and context for actions.

2. #digiespresso

3. Content Discovery – The Moment Before
Purchase Intent
#digiespresso

4. Ayal Steiner
40 years old, Married+2
15+ years as a product
strategy & start ups
Previously @
Ex-Airforce
MD APAC
@
NICE TO MEET YOU

5. 5
SEARCH SOCIAL DISCOVERY

6. 6
NATIVE WORKS BETTER

7. 7
Fraud
Ad BlockingTransparency
Viewability
Winning
consumer
attention has
never been
harder

8. 8
The human
brain is the
most advanced
adblocker ever
invented

9. 9
PULLPUSH

10. 10
THE RISE OF CONTENT MARKETING

11. 11
BUT LATELY… SOMETHING IS CHANGING
% Outbrain Campaigns with
DR Goals
50%
25%
0%
2010 2012 2014 2016
75%
15%
20%
35%
65%

12. 12
PERFORMANCE MARKETER
Diminishing
return with higher CPA
Rising costs
Search and Social
Need to own the
pre-search moment
BRAND MARKETER
Move beyond ‘Engagement’
and ‘Reach’ metrics
Show real results and
contribution to sales
Prove digital ROI

13. 13
PERFORMANCE BRAND
DISCOVERY

14. 14
Brands with
Direct
Response Goals

15. SEARCH SOCIAL DISCOVERY

16. LANDING PAGE
CONTENT
LANDING PAGE

17. Demand
Generation
with Content
for eCommerce

18. Demand
Generation
with Content
for Tourism

19. PERFORMANCE
Adding content
to a landing
page
Landing Page
for discovery

20. Landing Page
for discovery

21. 21
8FIT
App Download

22. 22
THE SELF-LEARNING MACHINE
Target relevant
audience
Data
Seed
Outbrain
Lookalike
On-Page
Actions
Context for Action
CREATIVE
CAMPAIGN
ANALYSIS

23. 23
SEARCH SOCIAL OPPORTUNITY

24. #digiespresso