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Shaul Olmert, Co-founder & CEO
Is the internet really open?
Meet the modern gatekeepers
Modern Homepage Modern Encyclopedia
Modern Traffic Cop Modern Store Front
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
A reality check A reality check
The moment reality set in
The reactions …
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
Real value?
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
Some annoying dilemmas?
Using ad blocker
Mobile view with ads
“Sticky” banner
Interstitial ad on every click
Publishers fight back
How can publishers right the ship ?
Native advertising
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
The leading global user engagement
publisher
platform
The world’s leading publishers use Playbuzz to remain relevant & profitable
5,000+
publishers can’t
be wrong
TL; DR
Creating a user- and publisher-friendly content experience
Playbuzz
VS.
Delivering a fun, engaging user experience
Served right, both editorial and sponsored content promote audience engagement
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
Without disrupting the overall user experience
Playbuzz Native ads on partner
sites
Providing tremendous value for publishers
MonetizationEngagement
Traffic
Pageviews
Virality Time spentonline
Userexperience
Adimpressions
Nativeadvertising
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
Delivering native ads – at scale
+ +Free
bespoke content & platform
Premium, scalable & targeted
distribution
Only pay for full
engagement (CPE)
Publisher
ScaleAdvertiser Platform
Case Study: Unilever Native Ad Campaign
Prime location
promotion on
Playbuzz.com
Engagement rate
Completion rate
Avg. duration
91%86%
2:18 min
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
THANK YOU!
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