Presented by: Sarah Wiseman, Strategic Partnerships Director, Outbrain

2. SARAH WISEMAN
Strategic Partnerships Director, Outbrain
Sarah leads the brands & agencies division at
Outbrain for Australia. She helps clients drive real
business outcomes through content discovery and
amplification. Sarah works closely with the world’s
leading companies to ensure that metrics support all
of their content marketing endeavors and align
closely with their purchase funnel. Some of the
brands that Outbrain have helped include Visa,
McDonald’s, Nissan, Trend Micro, Microsoft and
many others.
#digiespresso

3. The Power of Content Discovery In The
Purchase Funnel
#digiespresso

5. 5
Fraud
Ad BlockingTransparency
Viewability
Winning
consumer
attention has
never been
harder

6. 6
The human
brain is the
most advanced
adblocker ever
invented

7. 7
PULLPUSH

8. 8
SEARCH SOCIAL DISCOVERY

9. 9
NATIVE WORKS BETTER

10. 10
THE RISE OF CONTENT MARKETING

11. 11
BUT LATELY… SOMETHING IS CHANGING
% 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
Brands with
Direct
Response Goals

14. Demand
Generation
with Content
for eCommerce

15. Demand
Generation
with Content
for Tourism

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

17. Landing Page
for discovery

18. 18
8FIT
App Download

19. 19
SEARCH SOCIAL OPPORTUNITY

20. 20
(1)
PLAN
FOR
SCALE
Plan for
distribution and
scale.

21. 21
(2)
DON’T
FLY
BLIND
It’s all about
post click
analytics.

22. 22
(3)
IT DOESN’T
END WHEN
THEY LEAVE
THE PAGE
Use data to sequence
stories and remarket
your product / offer

23. #digiespresso