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What: Outbrain has acquired Zemanta, a Slovenian-founded startup headquartered in New York City whose technology paires with Outbrain’s interest to put native advertising on the same scale as display.
Why it matters: By pairing Outbrain’s global network with Zemanta’s platform, marketers will be able to deliver scale, brand safety, and user engagement in one offering.

 

Outbrain, one of the world’s largest premium discovery platform, announced the acquisition of Zemanta, a Slovenian-founded startup headquartered in New York City whose DSP product is being used by dozens of agencies as their platform of choice for programmatic native advertising solutions. Zemanta’s native demand side platform will continue to operate as a standalone product after the acquisition.

Using the Zemanta platform, marketers and agencies have a unique opportunity to access one of the largest native supply opportunities in the world, spanning dozens of programmatic native networks and including large marketplaces like Yahoo, Facebook and Outbrain. Zemanta is unique in its ability to bid based on predicted user engagement, making it a natural fit with Outbrain’s offering.

This acquisition will allow Zemanta to grow its current business, serving existing brands, agencies, and marketers as well as expand globally.

“Digital marketing has grown on the strength of two important trends — efficiency gains from programmatic buying, and the effectiveness that comes with native advertising,” said Yaron Galai, Outbrain CEO. “Marketers no longer have to sacrifice one in favor of the other. By pairing Outbrain’s global network with Zemanta’s platform, marketers will be able to deliver scale, brand safety, and user engagement in one offering.”

“We are incredibly excited to be joining the world’s leading native advertising company, Outbrain. Together, we have the resources and scale to show the world how native advertising will truly be the foundation of the next phase of online advertising,” said Todd Sawicki, CEO of Zemanta. “Now under the umbrella of Outbrain, we will continue to be able to grow the Zemanta One Native DSP as we expand both our network of over 30 programmatic native exchange partners globally, as well as, the industry leading features that have made our DSP the best in class platform for programmatic native buyers.”

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What: Content recommendation platform Outbrain acquired early this month Revee, a technology company that allows publishers to track the revenue value of content in real-time. Using Revee’s technology, Outbrain has now launched Outbrain Automatic Yield.
Why it matters: 
Outbrain’s Automatic Yield allows publishers to measure the revenue value of their content in real time and connect content programming and revenue delivery with a single piece of technology.

descargaOutbrain, a global premium content recommendation platform acquired early this month Revee, a technology company that allows publishers to track the revenue value of content in real-time. Using Revee’s technology, Outbrain has now launched Outbrain Automatic Yield – a content recommendation solution that enables publishers to monetize audiences with a real-time understanding of each piece of content.

The launch of Outbrain’s Automatic Yield allows publishers – for the first time – to measure the revenue value of their content in real time. Outbrain solves one of the core problems digital publishers have faced from the beginning: how to connect content programming and revenue delivery with a single piece of technology.

Time Inc. is the first media partner to implement Outbrain Automatic Yield and will initially roll out across Fortune and Entertainment Weekly, two of its core U.S. properties.

The company worked with eight publishers on the beta test for Automatic Yield including Penske Media Corp., Independent Journal Review, The Daily Caller, and Singapore Press Holdings. The beta publishers, which will continue using the product, have seen up to a 110% lift in incremental revenue from using the tool, with limited tradeoff between revenue and click-through rates.

“Publishers are struggling to keep growing their audiences,” said Matt Crenshaw, Vice President of Product Marketing at Outbrain. “Facebook drove 32 percent less traffic to publishers from January to February last year, and Google and other inbound channels are getting more competitive. Publishers are frustrated and need a new solution. With Outbrain Automatic Yield, we’ve created an easy way for publishers to drive profitable traffic, ensuring user personalization and revenue delivery work together in real-time.”

Media companies serve so many different types of advertising with different flighting and targeting parameters, causing the value of a page or video to fluctuate wildly, even over the span of a single day. In early tests, Outbrain found that a single piece of content may fluctuate 262 percent over the course of a few hours. By isolating the page or video value in real time and driving interested users to this content, Outbrain is giving publishers an entirely new way to drive revenue that didn’t previously exist.

Publishers’content product, promotion, ad selling, and ad flighting typically live in separate silos managed by several teams.In this sense, the tool aims to address the inefficiencies in how publishers deliver revenue.

According to Matt Crenshaw, head of global distribution, Outbrain, said the tool also tries to help publishers with content syndication decisions: “By understanding the revenue value of the content on their sites, they can determine what’s worth syndicating on places like Facebook. Content syndication decisions are now being based on user engagement, but every decision a publisher makes needs to be made with revenue and growth in mind,” Crenshaw said.

“Automatic Yield solves one of the core problems digital publishers have faced from the beginning: how to connect content programming and revenue delivery with a single piece of technology,” stated Yaron Galai, co-founder & CEO, Outbrain.

Outbrain is also actively pursuing plans to grow the adoption of Outbrain Automatic Yield beyond the U.S. Other beta partners at launch in the U.S. include Rodale.

 

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A summary of the most exciting recent news in online video in the U.S., U.S.-Hispanic and Latin American markets. If you’re trying to keep up, consider this your one-stop shop.

US/US HISPANIC MARKET

Research by eMarketer claims that total numbers of U.S. digital video viewers will increase from 221.8 million in 2017 to 239.2 million in 2021 and that the penetration rate among internet users will increase from 81.2% to 83.5%.

Vimeo has added a 360° feature with tutorials for creators, support for 8K files, offline viewing, and bespoke apps for specific mobile headsets.

Google has expanded its image recognition AI tools into the realm of video, announcing that users will be able to search through video content that is automatically assigned tags by an AI system.

According to new research from Ooyala, mobile represented 54% of all online video viewing in Q4 2016 and is tipped to hit nearly 60% in Q1 2017.

According to the NFL, their investment in online video platforms paid off: video-on-demand (VOD) starts grew by 76% over the previous year; mobile was up 235%. The average viewing session was 65.6 minutes, up 43%; and streaming across all devices was up 43%.

Google’s YouTube and Daydream groups are introducing the equi-angular cubemap (EAC), a new projection technique that increases the practical level of detail for 360-degree footage.

Ericsson’s annual ConsumerLab TV and Media Report reveals that a mobile subscription plan that allows affordable streaming of TV and video content on a mobile device – with reasonable video quality and without having to ration data – is of great interest to 40% of consumers globally. Millennials are the most interested group at 46%. 40% of consumers globally are “very interested” in a mobile data plan that includes unrestricted video streaming.

Facebook has signed a broadcasting agreement with Major League Soccer (MLS) and Univision Deportes that will see the social giant live stream at least 22 matches of the upcoming 2017 MLS season, beginning March 18, Mashable reports.

Ooyala has released its Q4 2016 Global Video Index, finding that pre-roll mobile impressions for broadcasters grew to 47 percent, up from 44 percent in Q3. Both smartphone and tablet percentages increased, taking share from computers, which dropped to 39 percent from 44 percent in Q3. For publishers, mobile pre-rolls showed a slight decline, falling from 39.7 percent in Q3 to 38.4 percent in Q4.

Outbrain released its ‘State of Global Content Marketing’ Report, revealing that 52% of all Outbrain pageviews were mobile in 2016.

LATAM MARKET

Discovery platform Taboola announced an exclusive strategic alliance with Televisa, who will integrate Taboola’s high-impact content recommendation platform with the goal of increasing revenue through sponsored content and video as well as driving engagement through on-site personalization.

Facebook has arranged distribution deals for both Mexico’s and Spain’s top soccer divisions, Liga MX and La Liga.

According to Ericsson’s annual ConsumerLab TV and Media Report claims that in Colombia 60% of consumers would be very interested in a mobile subscription plan that allows affordable streaming of TV and video content on a mobile device.

According to the new Irdeto Global Consumer Piracy Survey, almost three-fifths of consumers who watch pirated content in Latin America stated they would watch less or stop watching pirated video content after learning that piracy results in revenue loss from studios, affecting investments in future content creation.

Outbrain’s ‘State of Global Content Marketing’ Report revealed that in Brazil, social and video are particularly popular, and that mobile advertising generates 12.5% of awareness for brands in the country, 8.9% more than the average generated by desktop.

Hispanic Online Video Consumption is huge and getting even larger. The executives behind General Mills Hispanic Que Rica Vida (QRV) digital property know it. “Consumers today are spending 40% of their digital time on YouTube. As a digital platform that prides itself on consumer-intimacy, it was a clear next step for QRV to invest more heavily on YouTube”, Natalia Ortega, Media Site Planner of General Mills tells Portada. A look into General Mills QRV’s online video strategy. 6 Key Features.

1. Focus on Online Video with first episodic-style production

BANNERS SECCIONES FINALGeneral Mills recently introduced “Celebra lo Rico”, a 10-episode web series for Qué Rica Vida, its bilingual digital platform directed to U.S. Latinas. This is Qué Rica Vida’s first episodic-style video production. The series began airing on Qué Rica Vida’s YouTube Channel last week , and will continue with new episodes every other Thursday through Mother’s Day. The series features three food bloggers, Melissa Bailey, Morena Cuadra, and Fernanda Beccaglia, who regularly contribute articles and recipes to Qué Rica Vida.(Interestingly, Que Rica Vida is going all-in on digital and recently discontinued the Que Rica Vida off-line magazine it was publishing in partnership with ImpreMedia with a circ. of 1 million, it was the magazine with the highest circulation targeting Latinas in the U.S.).

2. Treating YouTube as a Destination

The videos are hosted on YouTube, which is treated as a destination and not as a content distribution channel. As General Mills’ Natalia Ortega says, “Consumers today are spending 40% of their digital time on YouTube. As a digital platform that prides itself on consumer-intimacy, it was a clear next step for QRV to invest more heavily in YouTube. Over the last year, we have begun to treat YouTube as a destination, rather than as a content distribution channel.” As of 1/13/2015 the Qué Rica Vida YouTube channel had over 1.7 million views.

The videos are hosted on YouTube, which is treated as a destination and not as a content distribution channel.

3. Content: Branded Food Entertainment vs How-To

bloggersThe Celebra lo Rico series aims to differentiate Qué Rica Vida from the competitive landscape of Latina food platforms, and, according to Ortega, “gage whether our audience was craving branded food entertainment on YouTube. Before this, our channel mostly featured “how-to” content and kitchen tips. This content is searchable, but not ownable; we are working to understand what the right balance is for our consumer, and what video content needs our brand can, and should, be satisfying.”

4. Promotion: Paid, Earned and Owned

The web series is supported with extensions across Qué Rica Vida’s online platforms, including QueRicaVida.com, the Qué Rica Vida Facebook page and weekly e-mail newsletters. Ortega adds that “We are exploring various paid content distribution partners, as well as advertising on GeneralMill’s other owned platforms (including BettyCrocker.com, Pillsbury.com and Tablespoon.com) todrive traffic to the Qué Rica Vida YouTube channel. Though YouTube is the priority destination for video, we distribute our content across a number of channels, including Facebook, Instagram and our e-mail newsletters. In addition, we are testing a number of video-optimized paid distribution tools including Virool, Outbrain and Taboola.”

5. Manage Audience Expectations and uphold Authenticity

Internet AudienceOrtega tells Portada that Que Rica Vida has adopted the “industry’s best practices, regularly uploading new content to set expectations for our subscribers and working with influencers as content creators to uphold authenticity. We are spending more time monitoring audience engagement to inform and optimize our video content strategy moving forward.”

The language binary will become less relevant as we aim to speak in culture, as opposed to in language.

6. English vs. Spanish Engagement

Ortega notes that QRV’s Spanish-language audience “is more highly engaged, but in the long-term, this language binary will become less relevant as we aim to speak in culture, as opposed to in language.”

CHECK OUT: Inside Kelloggs Hispanic Content Marketing Program

What: After many weeks of rumors, Israeli content delivery platform Outbrain is said to have filed confidentially with the US Securities and Exchange Commission (SEC) for a US$1 billion Nasdaq IPO.
Why it matters: If the company succeeds, it would be one of the largest IPOs ever for an Israeli company. The IPO, due to the first quarter of 2015,  is still subjected to SEC scrutiny.

descargaIsraeli content delivery platform Outbrain is said to have filed confidentially with the US Securities and Exchange Commission (SEC) for a Nasdaq IPO, the WSJ reports.

According to the report, the company would seek to raise as much as US$250 million in an IPO, placing the company’s valuation at about US$1 billion. However, it remains unclear how much of the company it would seek to sell in any listing.

 

Were Outbrain to succeed, it would be one of the largest IPOs ever for an Israeli company

Outbrain may go public in the first quarter of 2015 if the filing passes SEC scrutiny. The company has appointed Goldman Sachs and JP Morgan as lead underwriters for any listing.

Founded in 2006 by CEO Yaron Galai and General Manager Ori Lahav, Outbrain is a content delivery platform that provides Internet content and article recommendations (it recently signed a major exclusive deal with Time Inc). The platform has over 400 employees in 15 offices worldwide, out of which at least 100 are in its Israeli R&D and data management facility. Employees outside Israel work in sales for the company, including a strong presence in New York City. A Miami unit targeting the Latin American market is going to open soon.

Outbrain provides links to a site’s older content and to content from other sites, to engage users in previously posted content that may have gotten overlooked on a site, and to provide a richer user experience for web surfers on a site. For this purpose, Outbrain uses cookies to determine what a user is interested in, and provides the appropriate links. When a user clicks on a promoted link from another site, the site that hosted the link gets paid for the referral, and Outbrain takes a cut. According to the company, some 100,000 content sites, including sites like CNN, The New York Times and The Wall Street Journal, use the company’s platform.

 

What: After many weeks of rumors, Israeli content delivery platform Outbrain is said to have filed confidentially with the US Securities and Exchange Commission (SEC) for a US$1 billion Nasdaq IPO.
Why it matters: If the company succeeds, it would be one of the largest IPOs ever for an Israeli company. The IPO, due to the first quarter of 2015,  is still subjected to SEC scrutiny.

descargaIsraeli content delivery platform Outbrain is said to have filed confidentially with the US Securities and Exchange Commission (SEC) for a Nasdaq IPO, the WSJ reports.

According to the report, the company would seek to raise as much as US$250 million in an IPO, placing the company’s valuation at about US$1 billion. However, it remains unclear how much of the company it would seek to sell in any listing.

 

Were Outbrain to succeed, it would be one of the largest IPOs ever for an Israeli company

Outbrain may go public in the first quarter of 2015 if the filing passes SEC scrutiny. The company has appointed Goldman Sachs and JP Morgan as lead underwriters for any listing.

Founded in 2006 by CEO Yaron Galai and General Manager Ori Lahav, Outbrain is a content delivery platform that provides Internet content and article recommendations (it recently signed a major exclusive deal with Time Inc). The platform has over 400 employees in 15 offices worldwide, out of which at least 100 are in its Israeli R&D and data management facility. Employees outside Israel work in sales for the company, including a strong presence in New York City. A Miami unit targeting the Latin American market is going to open soon.

Outbrain provides links to a site’s older content and to content from other sites, to engage users in previously posted content that may have gotten overlooked on a site, and to provide a richer user experience for web surfers on a site. For this purpose, Outbrain uses cookies to determine what a user is interested in, and provides the appropriate links. When a user clicks on a promoted link from another site, the site that hosted the link gets paid for the referral, and Outbrain takes a cut. According to the company, some 100,000 content sites, including sites like CNN, The New York Times and The Wall Street Journal, use the company’s platform.

 

What: Media company Time Inc.  has struck a multi-year agreement with content discovery platform  Outbrain to adopt its’ proprietary technology stack to deliver content recommendations to its audiences.
Why it matters: The content-recommendation space has grown rapidily as it pushes traffic around the web. By using content recommendations services major publishers can derive significant revenues as they offer their digital properties to drive traffic to other sites who pay for the inbound traffic. It is unusual for content recommendation services to be exclusive and for a revenue figures to be announced publicly as is the case in this Time Inc. Outbrain deal.

TimeIncMagazine publisher Time Inc. and Outbrain Inc., a global content discovery platform, have announced an exclusive multi-year agreement that will see Time Inc. enhance its digital strategy by deploying the full suite of Outbrain’s solutions for seamlessly surfacing content that is relevant to audiences across its global portfolio. The partnership is worth more than US $100 million for Time Inc. over the course of the agreement.

It is unusual for content recommendation deals to be exclusive.

To date, Time Inc. had been working with a combination of companies content-recommendation widgets which help push traffic around the web.As part of this agreement, Outbrain, also a “content discovery”  company,  will now power content recommendations on renowned brands such as Time, People, Sports Illustrated, InStyle, Real Simple, Travel + Leisure, Food & Wine. Additionally, it will provide Time Inc. with tools for their editorial team, empowering editors to better program and optimize content to meet their KPIs.

Time Inc. is also going to tap Outbrain’s existing premium publisher network to drive incremental engaged audiences to its digital properties.

Time Inc’s works with content brands such as People, Time, Sports Illustrated, InStyle and Real Simple to deliver valued content within brand-safe environments to a highly engaged audience. The company has experienced significant digital growth over the past year and currently boasts more than six billion page views per quarter and 131 million unique users per month, globally. Time Inc. announced revenues of US$821 million in the third quarter, but its ad sales and circulation fell during that period.

Time Inc. announced revenues of US$821 million in the third quarter, but its ad sales and circulation fell during that period.

Outbrain place links below articles published across a variety of websites, including CNN.com, Slate and ESPN. Media companies and marketers pay Outbrain to place those links on publishers’ sites so as to drive traffic to their content. In exchange,  Outbrain shares this revenue with the publishers where the links appear. The platform has offices in more than 11 global territories and partners with publishers and marketers in over 55 countries, including the U.S., UK, France, Japan, India and Brazil. Worldwide, it now serves over 190 billion recommendations per month to consumers in over 150 countries—with more than 561 million unique users in September 2014 according to comScore.

Time Inc. Chairman and CEO, Joe Ripp said: “This provides marketers with an ideal environment to deliver their messaging. Outbrain’s focus on audience experience and surfacing optimized content recommendations was a key to launching this partnership. It maximizes the monetization of our audience to other content publishers. And, it provides key insights and analytics about our core digital users.”

“We are delighted to announce our agreement with Time Inc. and believe that smart and innovative companies like it are the lifeblood of the new look digital media industry. Outbrain began as a straightforward recommendation product, but we have innovated, adapted and evolved into a platform that serves multiple publisher constituencies—the business, editorial and product teams—affording our partners the flexibility to embrace digital opportunities and continue to deliver what audiences crave,” said Yaron Galai, Co-Founder and CEO of Outbrain .

The agreement is said to be effect on November 15.

Read  more on how Content Marketing services providers and content recommendation services are expanding into the U.S. Hispanic and Latin American markets.

 

The role of Social Media and Content Marketing efforts can not be emphasized enough when it comes to Hispanic Entertainment Marketing. Portada Digital Media Correspondent Susan Kuchinskas on how SABMiller, SuperLatina, Comida y Familia, Terra, NewsCred, Taboola and Outbrain are facilitating Hispanic Entertainment experiences.

Gaby Natale, SuperLatina
Gaby Natale, SuperLatina

When Gabriela Natale turned to social media to promote SuperLatina, her cable TV show, she ended up creating a multimedia powerhouse in which social content is almost as important – and as lucrative – as the TV content. SuperLatina launched as a cable TV show in 2007, in an era when Facebook had just opened up to the general public and one-year-old Twitter was still the plaything of geeks.

But by 2010, Natale, who is also co-founder and president of AGANARmedia, a content development and grassroots marketing company with a focus on Hispanic audiences, had turned to Twitter to gain attention for her celebrity interviews. She soon realized that it was an excellent way to extend what she could offer beyond the TV segment format.

“I had limited distribution at the time, so I started sharing videos on YouTube, and now it took on a life of its own,” Natale says. “This is content that people can enjoy whether they can view my show or not.”

For example, in a celebrity interview, her crew may shoot extra footage that she provides on her YouTube channel, letting fans know about it – and comment on it – via Twitter and Facebook. At last year’s Latin Grammies, for which she was L’Oreal Paris’ green-carpet correspondent, her on-air segments featured reportage and interviews with celebs. Meanwhile, she was constantly tweeting about what was happening backstage, what was in the gift bags, how attendees were dealing with the unexpected rain.

“Every time I’m doing a story, I take the pictures for backstage with a professional camera and also take time to take a quick casual picture with a telephone so I can share it immediately,” Natale explains. Social media has helped Natale build her brand. In June, Vme TV, the national Spanish-language television network affiliated with public-TV stations, began carrying “Lo Mejor de SuperLatina,” a show featuring in-depth interviews with Latino celebrities.

“I think one reason SuperLatina is now going to have a national presences is because we delivered results in social media,” Natale says.Social media also has led to sponsorship opportunities on its own. Brands notice when she tweets about them or use their hashtags, she knows. “One tweet sometimes can open more doors than trying to get in contact with the marketing director of a brand.”

Finally, social media provides its own ad and sponsorship opportunities for SuperLatina, which she’s free to sell because it’s produced by her own company. Natale won’t break out what percentage of her revenue comes from each channel, but says, “TV and social media feed each other.”

Terra Juanes

Lifestyle, entertainment and news content is clicky.

Viva la música

In April, Terra Networks achieved a milestone of 1 million streams for its Terra Live Music in Concert presentation featuring Juanes, thanks to a carefully planned and executed social media campaign that began well before the live/digital event that could be consumed on any device.

Terra’s social media marketing of a concert typically has three phases, according to Soizic Sacrez, Terra’s director of marketing. The teaser phase begins approximately one month before the event with an announcement on the Terra site, its Facebook and Twitter feed, as well as on the artist’s social media accounts. In Juanes’ case, announcements went out on Terra’s Spanish and Latin American sites, too

Terra tied in with Universal Music Latin Entertainment to promote Juanes’ latest album, Loco de Amor, along with the concert by facilitating his appearance in the Billboard Digital Superstar Q&A at the Billboard Latin Music Conference.

On the day of the event, “tune in” messaging reaches its peak, and the social media chatter continues during the concert. Sacrez says, “On the day of the concert, we have the artist engaging the audience. We look at what’s trending during the time period.” Because the streams remain available online, Terra continues to promote each concert microsite which includes not only the concert itself but other video, photos, artist interviews and articles.The key to success, she says, is coordination with the artist. “We make sure we have a plan and agree on the posts we’ll do before, during and after.”

Content Marketing

NewsCred sits in a middle position between content creators and content marketers, providing access to curated content and the software that lets brands manage, publish and track it. It contracts with major publishers, as well as freelance content producers, in order to offer licensed content to brands and marketers.

NewsCred recently expanded into Latin America, forging licensing agreements with a variety of LATAM publishers, including AFP Espanol, Huffington Post Voces, EFE. It also has translation rights to English-language sources including Popular Science, the Daily Telegraph and Sauveur.

Pepsi PulseThe South American expansion enabled the company to extend its existing relationship with Pepsi, in which it helped the beverage company to recreate Pepsi.com from a corporate-information site into a multimedia consumer portal called Pepsi Pulse. Pepsi Pulse content is now tailored to over 80 local markets, allowing Pepsi to create a global brand campaign on a hyper-local level. The content is heavy on entertainment – sports, movies, pop culture and celebrities.

A month after launch, the revamped site drew 87 percent more unique visitors than the previous month, along with a 2700 percent increase in social referrals.

Kayvan Salmanpour, VP, NewsCred
Kayvan Salmanpour, VP, NewsCred

NewsCred focuses on what Kayvan Salmanpour, NewsCred’s vice president of international, calls “content-driven performance.” He says, “We want to focus on how the content is having an effect on lead generation, driving more leads to the sales team or having effect on tangible retention. On the B2C side, how does it lead to deeper engagement and drive traffic back to our client’s site?”

SAB Miller wanted to create an English-language destination for men aged 25 to 45 and living in Latin America. It partnered with NewsCred to build a nightlife destination filled with entertainment content. Interestingly, NewsCred has found that English-language content has cachet with affluent LATAM consumers.

And, in general with SAB Miller, Salmanpour says, “We’ve noticed that, while there’s a stereotype of what the Hispanic market is looking for, they are just as interested in strong, high-quality content of all kinds as the American market is.”

Ojos para el entretenimiento

While brands need content to entertain consumers, entertainment content publishers need eyeballs, so they contract with “discovery platforms” like Outbrain, Taboola and others, to put links to selected content in front of consumers who are likely to be interested, based on the vendors’ proprietary algorithms. (Earlier this month, Outbrain partnered with NewsCred to bring together content discovery for publishers and content licensing for brands.)

ERik Cima, VP International, Outbrain
Erik Cima, GM LATAM, Outbrain

Outbrain, which partnered with Univision to reach Hispanics in the U.S. in 2012 and is now in 16 markets, including several in LATAM, uses more than 50 algorithms to determine what content to suggest to individual consumers, and these algorithms can be adjusted based on a client’s needs. Erik Cima, general manager for LATAM at Outbrain, says that the company has found that, while consumers everywhere have individual interests, there isn’t a big difference in their behavior from region to region in terms of what he calls “clicky” content.

“Lifestyle, entertainment and news content is clicky,” Cima says. However, publishers in LATAM don’t have a tradition of buying traffic to their sites, so he’s found that encouraging them to take revenue generated from hosting Outbrain’s suggestion widget on their sites and use it to promote their own content elsewhere on the web works well.

When it comes to Outbrain clients like People en Espanol that do buy traffic, it’s because advertiser demand for ads far exceeds their ability to fulfill orders from organic inventory. They turn to Outbrain to draw in enough page views to satisfy their advertiser demand.

Cima says, “We see publishers in Hispanic media that have always-on buys with us because we are scaling traffic at very low prices.”

Wherefore Hispanics?

Adam Singolda, CEO Taboola
Adam Singolda, CEO Taboola

The inventory problem is just as pertinent when it comes to content marketing to U.S. Hispanics, as well: As the English-dominant Hispanic population grows, marketers won’t simply be able to rely on Spanish-language content to reach them, says Adam Singolda, CEO of Taboola. Currently, the content recommendation platform targets its recommendations via countries, DMAs or zip codes, so advertisers like Comida Kraft that want to reach Hispanics use Spanish-language sites in Taboola’s network, including Wonderwall Latino, Variety Latino and Fox Deportes.

Taboola’s roadmap includes enabling clients to target consumers based on what language their browser is set to, for example, so that they can find Hispanic consumers even when they’re on English-language sites. Singolda says, “As the market matures, we’ll see that people who want to grow their Latin American business even faster will need to make content available on English-language sites. It’s more about the person behind the screen instead of what that person is doing right now.”

Get the  HISPANIC CONTENT MARKETING REPORT: Sector to grow to US $3.51 billion by 2018 (Portada Premium Report)

What: Although it had announced plans to go public in 2014, Outbrain has added US $35 million in its latest fundraising round, bringing its overall investment to US $99M, thus staying ahead of the content recommendation business.
Why is it important: [CEO Yaron Galai says that] Outbrain rivals Google and Facebook in terms of the page views that it generates. Given they plan on building on mobile and self-serve products, viral content services are undoubtedly an interesting development area for marketers and advertisers.

Outbrain‘s widgets help publishers like CNN, The Guardian, ESPN, Hearst, Rolling Stone, Fast Company and Slate increase traffic at their websites, by sponsoring the links that appear on them to recommend related stories to readers. Yesterday, despite several IPO rumours that ran mostly across the Israeli press (where the company is based in part), Outbrain announced its latest fundraising round, bringing its total venture capital haul to almost $100 million since its founding in 2006.

This investment will help Outbrain improve its algorithms and prompt its worldwide expansion.

HarbourVest led the funding round, that also included Carmel, Index and Gemini Israel ventures, as well as GlenRock Israel, Rhodium and Lightspeed Venture Partners.

CEO Yaron Galai said the company is focusing on expanding Outbrain’s tools for mobile devices, where more and more people now consume news. He also reiterated the company’s commitment to making quality story recommendations and building trust with readers and publishers.

Outbrain plans to continue its expansion and recently hired Jeff Davison as its first CFO.

Sources: AdWeek, Gigaom, TechCrunch.

What: Although it had announced plans to go public in 2014, Outbrain has added US $35 million in its latest fundraising round, bringing its overall investment to US $99M, thus staying ahead of the content recommendation business.
Why is it important: [CEO Yaron Galai says that] Outbrain rivals Google and Facebook in terms of the page views that it generates. Given they plan on building on mobile and self-serve products, viral content services are undoubtedly an interesting development area for marketers and advertisers.

Outbrain‘s widgets help publishers like CNN, The Guardian, ESPN, Hearst, Rolling Stone, Fast Company and Slate increase traffic at their websites, by sponsoring the links that appear on them to recommend related stories to readers. Yesterday, despite several IPO rumours that ran mostly across the Israeli press (where the company is based in part), Outbrain announced its latest fundraising round, bringing its total venture capital haul to almost $100 million since its founding in 2006.

This investment will help Outbrain improve its algorithms and prompt its worldwide expansion.

HarbourVest led the funding round, that also included Carmel, Index and Gemini Israel ventures, as well as GlenRock Israel, Rhodium and Lightspeed Venture Partners.

CEO Yaron Galai said the company is focusing on expanding Outbrain’s tools for mobile devices, where more and more people now consume news. He also reiterated the company’s commitment to making quality story recommendations and building trust with readers and publishers.

Outbrain plans to continue its expansion and recently hired Jeff Davison as its first CFO.

Sources: AdWeek, Gigaom, TechCrunch.