Noah Internet Conference: The Playbuzz Method for Content Engagement
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The importance of interactive content formats that are optimized for social storytelling and how publishers can catch up via the Playbuzz network.
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Noah Internet Conference: The Playbuzz Method for Content Engagement
- 1. Shaul Olmert, Co-founder & CEO
- 2. Company Overview Israel APAC New York Already in operation Up next Germany LATAM London • Founded: 2012 • Officially launched: December 2013 • Funding: $15.8MM • Employees: 80+ (November 2015)
- 3. Digital Publishing: The Model Is Broken!
- 4. Mobile People have infinite media choices
- 5. But much less attention Mobile 78%of internet users don’t read entire articles Source: Wall Street Journal, 2014
- 6. Publishers are exposed to endless competition 2.4M tweets within 24 hours
- 7. Content discovery has been democratized >60% Web publishers get of traffic through referrals from Facebook on average Sources: Atlantic, 2014; Forrester Research, 2014; Pew Research, 2014 Users visit 12 per month. The rest they stumble upon via social media URLs The homepage is dying
- 8. Traditional business model is collapsing Sources: Google, 2014; Business Insider, 2015 $21.8BN worldwide revenue loss for publishers 198M people worldwide use ad blockers 56% of digital ads served are never seen
- 9. While most publishers try to win today’s war with yesterday’s weapons
- 10. New publishers joined the game, and changed the rules
- 11. They outperform traditional media 50m monthly visits 20m monthly visits 16m monthly visits 17m monthly visits
- 12. $2500 $1500 $250 $70 Vice BuzzFeed Washington Post Boston Globe Their valuations easily surpass traditional publishers Media Company Valuations ($millions)
- 13. Their DNA: Formats + Data + Ubiquitous Distribution
- 14. How can the rest of the content world catch-up?
- 15. The leading global user engagement publisher platform
- 16. VS. The DNA of digital engagement- cracked!...
- 17. Library of formats for interactive, social storytelling Gallery QuizTriviaPersonality QuizListFlip CardsRanked List Slideshow Poll Open List Photo Caption Video
- 19. …that can be embedded on multiple websites
- 20. And promoted on the publisher’s site, feeds and mobile app…
- 21. …as well as its social channels
- 22. YouTube as a model • Tools for creating and publishing content • Destination website and platform for 3rd-party embeds • Community, discovery and monetization • Optional monetization for 3rd-party authors and publishers
- 23. Generating phenomenal engagement metrics 11%Share rate* 94%Completion rate* 4:30min* Sessions Industry Benchmarks Sessions: 15 seconds Completion rate: 22% Share rate: 0.21% * Average engagement rates on Playbuzz, 2014
- 24. Off-the-charts engagement Playbuzz’s per-item engagement rates are 3x higher than nearest competitor Source: Digiday, 2014 21,554 7,568 2,354 533 392 Playbuzz
- 25. A viral phenomenon 2,112,079 2,283,898 2,467,753 2,634,928 2,817,276 3,201,048 4,407,667 7,089,734 8,668,569 10,218,843 Yahoo BBC Mail Online The New York Times The Guardian NBC News Fox News BuzzFeed The Huffington Post Playbuzz Most shared websites on Facebook (monthly) Source: NewsWhip, January 2015 total sessions since May 2014 2bn
- 26. The world’s leading publishers use Playbuzz to remain relevant 5,000+ publishers can’t be wrong
- 27. With Playbuzz, content is optimized based on proprietary analytics
- 28. Audience intelligence with aggregate data & consumer insights
- 29. Drilled-down, segmented data insights Current Profession Liberal or Conservative Online or Retail Shopper Home owner or renting
- 30. Monetization Network • Ad units that are in the center of attention • 100% viewability • Video ads on non-video content • Premium inventory Programmatically served in-content video ads
- 31. Native ads – at scale + + Free bespoke content & platform Premium, scalable & targeted distribution Only pay for full engagement (CPE) Publisher ScaleAdvertiser Platform
- 32. Case Study: Unilever Native Ad Campaign Prime location promotion on Playbuzz.com Engagement rate Completion rate Avg. duration 91% 86% 2:18min
- 33. Case Study: Unilever Ad Campaign Views 10% 30% 60%Playbuzz.com Social Other 10-day campaign achieved goal on DAY 4 Views Day1 Day2 Day3 Day4 Day5 Day6 Day7 Day8 Day9 Day 10
- 34. THANK YOU!