Este documento presenta el programa de un foro sobre marketing de contenido en México. Incluye una introducción, varias sesiones con moderadores y panelistas de diferentes empresas hablando sobre temas como el uso de contenido para impulsar el comercio electrónico y las perspectivas del mercado publicitario en México para 2017. También incluye descripciones breves de los patrocinadores y oportunidades de patrocinio.
2. PRESENTACIÓN DEL FORO
9:00 AM – 9:10 AM
(SALÓN UXMAL)
PRESENTA:
XIMENA CASSAB, Editor and Writer, PORTADA
@XCassab
3. DE CONTENIDO A PERFORMANCE: CÓMO AMBOS SE INTERCONECTAN
9:10 AM – 10:10 AM
PRESENTADO POR:
JUAN CARLOS VALDÉS, Sr. Manager, Head of LATAM Media
Sales, TABOOLA
@taboola
DESAYUNO PATROCINADO POR:
8. La población mundial gasta 20% de su
tiempo consumiendo contenido
Fuente: ComScore and Nielsen.
19%
Comunicación
22%
Social
13%
Multimedia
21%
Search
20%Consumiendo
Contenido
5%
Compras
12. El posicionamiaento de
Taboola combate esa
ceguera de los “banners”
El CTR promedio de una
publicidad de Taboola es
10x más que el de display
13. Permitiendo a los usuarios
en la web a descubrir
contenido en ese momento
donde son más propensas a
participar
14. 1. Distribuya y amplifique su
contenido hacia la audiencia de
publicaciones que más lo
deseen.
2. Dirija la audiencia
a su contenido
Ejemplo de experiencia del usuario
Descubrimiento de contenido para tráfico
15. Conduzca a los consumidores de
sitios web de primera calidad a
pa´ginas que requieran una acción
(conversión)
Taboola puede rastrear y optimizar
hacia conversiones con un pixel de
conversión
1. Clic 2. Consume
3. Convertir
Trayecto del Consumidor
16. Alcance a usuarios en México en
sitios web que visitan con frecuencia
La teconología de Taboola automáticamente posiciona su
contenido en los sitios web más relevantes en nuestra red
de más de 1,000 publicaciones premium y continua
optimizando para servirle su contenido a los usuarios y
páginas más potenciales en el transcurso de la campaña.
900MM
Visitas Mensuales de
Usuarios en México
30. AFM creó Mi Avo Club como estrategia
de awareness para crecer su base de
usuarios inscritos
Incrementar el awareness y generar
conversiones a un 70%+
Objetivo Resultados
Subscripción
Avocados From Mexico
34. Ves el creativo Lees el contenido Retargeting con anuncio directo Convertir
Dirigir a usuarios interesados directamente
a páginas de productos
Subscripción
Retargeting
35. Usuarios descubren contenido que
les
puede gustar
Algunos se suscriben
Taboola mide el
rendimiento/éxito y optimiza la
campaña
Luego ven avances de películas y
shows en Netflix.com2
3 4
Subscripción
Netflix
50. ROI
Campañas diseñadas y
optimizadas para
conversión
Completa transparencia
y control de contenido y
sitios web
CALIDAD TECH
Tecnología de alto rango –
generando altos CTR
SERVICIO
Servicio de alto nivel y
acceso a expertos
ALCANCE
Plataforma de descubrimiento
más grande – alcanzando a
más usuarios en ordenadores
que Facebook.
Cinco Razones para
Aliarse con Taboola
52. MERCADOTECNIA DEPORTIVA: LO ÚLTIMO SOBRE CÓMO ALCANZAR AL CONSUMIDOR MEXICANO CON CONTENIDO DEPORTIVO
10:10 AM – 10:50 AM
MODERADOR:
JUAN IGNACIO BLANCO, Managing Director, BRC GROUP
@JUGO_tv
CONVERSACIÓN ENTRE DOS EXPERTOS:
MAURICIO PALLARES COELLO
BBVA BANCOMER
Director Corporate Marketing
@BBVABancomer
EMILIO TRABULSE
GRUPO MARTI
CMO
@etrabulse
53. VIDEO: LO ÚLTIMO EN SOCIAL VIDEO/LIVE
STREAMING Y OTROS HITOS
10:50 AM – 11:25 AM
MODERADOR:
OMAR MEDINA, CEO, PLUSMEDIA
@Plusmedia1
PANELISTAS:
REBECA RICOY
AVON
Digital Strategies Sr. Manager NoLA
@rebecoy
JOSÉ ANTONIO VIESCA
ZOOMIN. TV
Director Comercial
@zoomintvnative
RAUL AGUILAR
NURUN
CEO
@Nurun
54.
55.
56.
57.
58.
59. Los usuarios revisan el móvil 194
veces al día en promedio, el 30% de
esas veces es para ver video
Foro Video IAB 2016
60. Los anuncios Nativos en Vídeo captan 3
veces más la atención en contenido
Premium vs los formatos tradicionales
Estudio Yahoo & The Halo Effect
61. Branded Content tiene 59% mayor
recordación que los anuncios
tradicionales y nativos de Display
IPG MediaLab-led study
62. Para 2018 el 82% de la inversion en
Display en E.U.A. será programática,
principalmente usando mobile y video.
eMarketer
65. DE SOCIAL MARKETING A COMERCIO ELECTRÓNICO: OPORTUNIDADES Y
DESAFÍOS
11:50 AM 12:30 PM
MODERADORA
JULIANA SARRIA, Gerente de consumer Engagement - Gepp, PEPSICO BEVERAGES
@sarria_juliana
PANELISTAS:
ALEJANDRO SALAZAR
SOJERN
Director Comercial, América Latina
@Sojern
REGINA MORENO
VOLARIS
Head of Digital Marketing
@viajaVolaris
CARLOS SALDIVAR
IPROSPECT
Director de Estrategia y Desarrollo de Negocio
@iProspect
66. MÉXICO: PERSPECTIVAS PARA 2017 DE ANUNCIANTES Y AGENCIAS
12:30 PM – 1:15 PM
MODERADOR:
CARLOS TOMASINI, Periodista Independiente
@carlostomasini
PANELISTAS:
LYDIA SUAREZ
DENTSU AEGIS NETWORK MEXICO
Head of Media
@dentsuaegis
ALEJANDRO CARDOSO MENDOZA
PUBLICIS
Presidente y CEO Latinoamérica
@PublicisMex
ELIA BALTAZAR
Periodista
@eliabaltazar
MARTHA GONZALEZ GREGORIO
3M
Consumer Health Care - LATAM
@3Mmexico
Luis Fernando Preciado
Nestlé
eCommerce Manager
@Nestlé
Think back to when you first realized you could find pretty much anything across the web using a search box. We started Taboola 8 years ago with a vision to do that, only in reverse. We began with video because we thought that was the most challenging format (and btw our founder couldn’t find anything to watch on TV after spending 7 years in the army and thought there has to be a better way).
This has allowed us to create moments of discovery for all types of content in every country around the world by connecting people with information they may like, yet never knew existed.. just waiting to be discovered.
[TRANSITION] and everyone has something they want to be seen
The internet has allowed you to create virtually anything..
Your personal blog
News story
Brand wanting to connect with a new customer
New mobile app
Political campaign
and, in doing this for more than 8 years, we’ve realized the need for that moment of discovery
As you can see, we consume content around the web voraciously and are in this unique discovery mode at least 20% of our time online;
We spend as much time consuming content as we do searching, on social networks, and communicating with our friends, and far more than shopping and multimedia.
This is a previously untapped audience for brands and we are leading the charge to define this category.
So how does Discovery work?
Discovery taps into a unique mindset that allows brands to access a massive new audience that is completely open to learning about new ideas, messages, products and services.
While search is very intent driven and keyword based, social is very friend and interest based, Discovery a category where ideas are surfaced to you at the moment when you are most open to engage with them;
It is truly “pull based “marketing, and choice based, where messages and information find you in a seamless and integrated way!
Publishers and advertiser love our performance.
Users actually engage with our ads instead of tuning them out.
We drive a 10x higher CTR than display ads and drive superb engagement rates and actions that other forms of media on-site.
Take the example of Blue Apron. Did you ever just find something new/ innovative and your reaction was – wow, how did I not think of that? Something so simple yet so revolutionary!
EMEGING BRAND - Blue Apron let’s you cook without shopping for ingredients, making cooking fun without the hard work. When I tried it I was instantly hooked.
There are many new and DISRPUTIVE BRANDS like this - dollar shave club, harrys, plated, esalon, wealthfront - many more - using Disocvery to introduce us to new products, services and information - new ways of experiencing things we never new existed before.
ESTABLISHED BRAND – RE-DISCOVERY - Intel is a brand that I grew up with, as a company that built “solid” chips and microprocessors in PCs (not too exciting but important)!
Fast forward today, and Intel is powering all these wonderful technologies and tell stories about it across so many innovative fields, such as art, science, and healthcare.
They publish Intel IQ to tell them, a robust website in 23 languages worldwide. – with local staff on the ground in many many cities around the world. The topics span music, entertainment, gaming, lifestyle, fashion, technology and innovation = all enabled by technology powered by Intel.
Intel also sponsors ten-pole events like the Creator’s Project, that inspire, educate and entertain a new, diverse generation of customers – who are discovering Intel in a whole new light!
All through the power of discovery!
And Brands have responded. We work with most of the major Fortune 500 brands, from IBM to Coca Cola, and everyone in between.
The beauty of what we do is we touch all different parts of the funnel for marketers, from brands awareness, to pr/communications, audience development, lead gen, and we power sales for leading retailors.
One of the unique elements of discovery is we can touch all the parts of the funnel.
Expedia is a massive online travel booking company who has built a content website called Viewfinder.
They have hundred of pieces of content covering topics around travel, and creative articles such as “Best Places to Cross Country Ski in 2016” –content which inspires people to travel more.
It’s a top of the funnel tactic that attracts new potential users to Expedia and bring them further into their funnel.
Expedia has links in the content which drives users to book through Expedia, as well as they retarget users that has visited Viewfinder
They view us as a full platform that can help build brand awareness, drive engagement, and drive leads and ultimately booking for them.
We touch all the part of the funnel for Expedia.
Expedia is a massive online travel booking company who has built a content website called Viewfinder.
They have hundred of pieces of content covering topics around travel, and creative articles such as “Best Places to Cross Country Ski in 2016” –content which inspires people to travel more.
It’s a top of the funnel tactic that attracts new potential users to Expedia and bring them further into their funnel.
Expedia has links in the content which drives users to book through Expedia, as well as they retarget users that has visited Viewfinder
They view us as a full platform that can help build brand awareness, drive engagement, and drive leads and ultimately booking for them.
We touch all the part of the funnel for Expedia.
Expedia is a massive online travel booking company who has built a content website called Viewfinder.
They have hundred of pieces of content covering topics around travel, and creative articles such as “Best Places to Cross Country Ski in 2016” –content which inspires people to travel more.
It’s a top of the funnel tactic that attracts new potential users to Expedia and bring them further into their funnel.
Expedia has links in the content which drives users to book through Expedia, as well as they retarget users that has visited Viewfinder
They view us as a full platform that can help build brand awareness, drive engagement, and drive leads and ultimately booking for them.
We touch all the part of the funnel for Expedia.
Babbel is a disruptive online language course; it couldn’t compete with Rosetta Stone and other bigger player on the serach, so used content that’s converting at a much better CPA than other forms of media, and at massive scale – generating over 100k leads/ month.
Because of our global scale, we we able to quickly replicate this outside of English and turn on new languages such as French, Spanish, German and many new markets.
Expedia is a massive online travel booking company who has built a content website called Viewfinder.
They have hundred of pieces of content covering topics around travel, and creative articles such as “Best Places to Cross Country Ski in 2016” –content which inspires people to travel more.
It’s a top of the funnel tactic that attracts new potential users to Expedia and bring them further into their funnel.
Expedia has links in the content which drives users to book through Expedia, as well as they retarget users that has visited Viewfinder
They view us as a full platform that can help build brand awareness, drive engagement, and drive leads and ultimately booking for them.
We touch all the part of the funnel for Expedia.
Taboola delivers users to content pages and email sign up pages.
Key Trends & Takeaways:
Contextual campaigns scale with Wayfair’s audience.
Wayfair employs external retargeting efforts and Taboola provides a growing pool of interested consumers to Wayfair, fueling their own lower funnel efforts with great success.
[Brand Awareness + Lead Gen
We can drive to any press articles, new or old, and add or supplement pages throughout the campaign
We can track and optimize towards video views, using our tracking pixel
We deliver unmatched CTRs and post-click engagement metrics and often see 2-4 additional video views per click
We deliver unmatched CTRs and post-click engagement metrics and often see 2-4 additional video views per click
OUR STRATEGY
Extend beyond the walls of existing social platforms and allow Taboola to help amplify your social content on Pinterest, Tumblr, Facebook or Instagram
OUR STRATEGY
Our behavioral predictive engine will place branded or unbranded original content in front of users who have previously engaged with similar content or are ‘lookalikes’ to users who have engaged with similar content
Quality - transparency
Technology
Service,
ROI
reach.
As video ad monetization continues to grow across the board, marketers and agencies are increasingly focusing on social venues such as Facebook, Snapchat and Periscope
Consumers are 14 percent more likely to look for additional content from a company after a single impression of branded content.
Showing a 17 percent improvement in brand recall vs 2013
A strong majority of US marketers plan to spend money on social video—both on ads in general and on placements to boost content