oppenheimer 2015 private companies conference
TRANSCRIPT
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Shaul Olmert, Co-founder & CEO
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Is the internet really open?
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Meet the modern gatekeepers
Modern Homepage Modern Encyclopedia
Modern Traffic Cop Modern Store Front
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David vs. WhatsHisName
• Network of 1M+ sites
• IPO in 2011
• Peak market cap: >$2BN
• Revenue: $100K+ per day
• “Panda” release Feb 2012
• Traffic declined by 85%
• Current market cap: $83M
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A reality check A reality check
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The moment reality set in
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The reactions …
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Pop-ups & banner ads
PROS• Helps advertisers reach
performance goals
• Monetization for publishers
• Puts products / services in front of users they may not have been aware of
CONS• Redirects users off publisher’s
site
• Lowers brand value for advertisers
• Awful UX for users
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Real value?
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Legitimate consumer choice …or Digital theft??
Sources: Google, 2014; Business Insider, 2015
$21.8BNworldwide revenue loss for publishers
198Mpeople worldwide
use ad blockers
56%of digital ads served
are never seen
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Some annoying dilemmas?
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Using ad blocker
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Mobile view with ads
“Sticky” banner
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Interstitial ad on every click
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Publishers fight back
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How can publishers right the ship ?
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Native advertising
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Effectiveness of native ads
NATIVE ADS
32%BANNER ADS
23%NATIVE ADS
52%BANNER ADS
34%
Lift in brand favorability Lift in purchase intent
Consumers looked at original editorial content and native ads for a similar amount of time
NATIVE ADS
1 min
ORGANIC CONTENT
1.2 min
Source: Sharethrough/IPG Media Lab - 2014
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The leading global user engagement
publisher
platform
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The world’s leading publishers use Playbuzz to remain relevant & profitable
5,000+
publishers can’t
be wrong
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TL; DR
Creating a user- and publisher-friendly content experience
Playbuzz
VS.
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Delivering a fun, engaging user experience
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Served right, both editorial and sponsored content promote audience engagement
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Generating phenomenal engagement metrics
11%Share rate *94%
Completion rate*4:30 min*Sessions
Industry
Benchmarks
Sessions: 15 secondsCompletion rate: 22%Share rate: 0.21%
*Average engagement rates on Playbuzz, 2014
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Without disrupting the overall user experience
Playbuzz Native ads on partner
sites
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Providing tremendous value for publishers
MonetizationEngagement
Traffic
Pageviews
Virality Time spentonline
Userexperience
Adimpressions
Nativeadvertising
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Example: Inventory on publishers’ embeds of Playbuzz content
• Ad units that are in the center of attention • 100% viewabiliity • Video ads on non-video content• Premium inventory Programmatica
lly served in-content video ads
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Delivering native ads – at scale
+ +Free
bespoke content & platform
Premium, scalable & targeted
distribution
Only pay for full
engagement (CPE)
Publisher
ScaleAdvertiser Platform
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Case Study: Unilever Native Ad Campaign
Prime location
promotion on
Playbuzz.com
Engagement rate
Completion rate
Avg. duration
91%86%
2:18 min
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Case Study: Unilever Ad Campaign
Views
10%
30% 60%Playbuzz.com Social
Other8%Fantastic
Share Rate
10-day campaign achievedgoal on DAY 4
Views
Day1
Day2
Day3
Day4
Day5
Day6
Day7
Day8
Day9
Day10
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THANK YOU!