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#OBwebinar
Keith Pepper VP, Account Strategy @keithpepper
Joy Reines Head of Account Strategy, East @JoyR26
The Webinar Will Begin Shortly • All parFcipants will be muted • For audio, select “Mic & Speakers” in your GoToWebinar control panel • To submit Q&A, use the “QuesFons” tool in the control panel
Content Marke5ng Insights for the Holiday Season
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• Holiday Season Key Dates • The Holiday Marketplace: What’s Happening • Holiday Content ConsumpFon Trends • How Outbrain Can Help • How To Prepare Your Outbrain Campaign • Q&A
Agenda
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@Outbrain
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#OBwebinar
October: Early Shopping
November 26: Thanksgiving
November 27: Black Friday
November 30: Cyber Monday
December 14: Green Monday
December 18: Free Shipping Day
December 28: Post-‐Holiday Sales
Holiday Season: Key Dates
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The Holiday Marketplace:
Buyers
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14% Forecasted Increase Year-‐over-‐Year
$349 BILLION
PROJECTED US E-‐COMMERCE SPEND
FOR 2015
Source: eMarketer
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$43,432
$49,698
$56,781
$63,084
$77,558
$0
$10,000
$20,000
$30,000
$40,000
$50,000
$60,000
$70,000
$80,000
$90,000
Q1 2010
Q2 2010
Q3 2010
Q4 2010
Q1 2011
Q2 2011
Q3 2011
Q4 2011
Q1 2012
Q2 2012
Q3 2012
Q4 2012
Q1 2013
Q2 2013
Q3 2013
Q4 2013
Q1 2014
Q2 2014
Q3 2014
Q4 2014
U.S. E-‐Commerce Spending ($ Millions)
Q4 E-‐Commerce Spending Con5nue to Climb
Source: ComScore
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Thanksgiving to Cyber Monday Saw 24% Increase Year-‐over-‐Year
$0
$1,000
$2,000
$3,000
$4,000
$5,000
$6,000
$7,000
Thanksgiving Black Friday Cyber Monday Thanksgiving through Cyber
Monday
Green Monday Free Shipping Day
U.S. Holiday E-‐Commerce Spending in 2014 vs. 2013 ($ Millions)
2013
2014
Source: ComScore
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Consumers More Comfortable Shopping Online for Big Ticket Items
+13% INCREASE
IN CONSUMER SPEND PER ONLINE ORDER FROM 2013 T0 2014
Source: IBM Online Retail Holiday Readiness Report 2014
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Mobile Traffic Now the Majority
56% OF TRAFFIC TO ONLINE STORES IN DECEMBER 2015 EXPECTED TO COME FROM MOBILE DEVICES
Source: IBM, Inc.
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The Holiday Marketplace:
Sellers
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Get Started Before Halloween
49% OF MARKETERS
WILL LAUNCH A HOLIDAY CAMPAIGN BEFORE
HALLOWEEN
Source: Experian MarkeFng Services Study
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Cri5cal to Standout in the Inbox
22
AVERAGE NUMBER OF PROMOTIONAL EMAILS RETAILERS WILL SEND
THEIR ACTIVE SUBSCRIBERS IN NOVEMBER
Source: 2015 Exact Target Holiday Calendar Trends
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Major Compe55on During the Holidays
WILL LAUNCH A HOLIDAY CAMPAIGN BEFORE
HALLOWEEN
Source: Outbrain network 2014
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
2014 average network CPC
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Holiday Content Consump5on
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Consistent Holiday Content Consump5on
Source: Outbrain data
Clicks on Co
nten
t
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CTRs for Content is Higher on Mobile
+20% Smartphones
CLICK THROUGH RATES FOR HOLIDAY CONTENT HIGHER ON MOBILE DEVICES VS DESKTOP
Source: Outbrain data
+23% Tablets
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Top Performing Content by CTR
+42% CTR BEAUTY
+21% CTR SHOPPING
+20% CTR THANKSGIVING
+6% CTR PARTIES
-‐8% CTR. CHRISTMAS
Source: Outbrain data
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Cocktails
Shopping
Skin
102%
84%
80%
Tricks
Video
Quick
Thanksgiving
Toys
Decorating
Ideas
35%
25%
20%
16%
16%
11%
27%
HOLIDAY CONTENT AVERAGE
Top Performing Holiday Keywords
Source: Outbrain data
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Q+A Reminder
Submit your quesFons using the Q&A feature on your GoToWebinar toolbar
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How Outbrain AMPLIFIES Your Content Sub
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PROMOTED DISCOVERY
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We’ve Got You Covered
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30 Million
NUMBER OF PEOPLE WHO CLICK ON OUTBRAIN RECOMMENDATIONS
PER DAY
Source: ComScore August 2014
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200 Billion
NUMBER OF RECOMMENDATIONS SERVED PER MONTH
Source: ComScore August 2014
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Drive Traffic to Owned Content
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Earned Media
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Exclusive Access to The World’s Most Premium Publishers
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Campaign Strategies for the Holidays Sub
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Campaign Strategies for the Holidays
1. Start ahead of the holidays 2. Go mobile
3. Test more headlines
4. Remember the holiday compeFFon
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The longer you amplify your content, the higher your CTR
1. Start ahead of the holidays
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Mobile content gets higher CTRs than desktop
2. Go mobile
Tablet
.23%
.20%
.16%
SmartphoneDesktop
HOLIDAY 2013 CONTENT:ENGAGEMENT BY DEVICE
AVERAGE CTR
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0%
20%
40%
60%
80%
100%
120%
140%
160%
180%
CTR improvement compared with 1 headline
The more content and headlines you test, the beker your campaign will perform
>5 Headlines >10 Headlines >15 Headlines
3. Test More Headlines
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hkp://outbra.in/hubspotebook
3. Test More Headlines
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Bracketed clarificaFons increase CTR and Conversion Rate when used in headlines:
+38% Higher CTR
75% Higher CVR
3. Test More Headlines
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Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
2014 average network CPC
CompeFFon is especially fierce during the holidays.
4. Remember the holiday compeFFon
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Campaign Strategies for the Holidays
1. Start ahead of the holidays 2. Go mobile
3. Test more headlines
4. Remember the holiday compeFFon
#OBwebinar
Q+A
Submit your quesFons using the Q&A feature on your GoToWebinar toolbar
