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Content Marketing Optaros

Most organizations are seeing diminishing returns from display advertising as individuals increasingly ignore and block the ads. A new marketing approach (Content Marketing) that emphasizes engaging target customers with helpful tools and content is proving to be much more effective. Many companies have set their marketing agenda to focus more on Content Marketing but are now struggling to:

Develop compelling content/applications
Work with publishers' IT departments to get microsites implemented
Manage numerous one-off efforts (separate microsites per publisher, Facebook, iPhone, etc.)
Get meaningful web analytics to test, target and improve results

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Content Marketing Optaros

  1. 1. Content MarketingA Higher Performing Approach<br />
  2. 2. Content MarketingDisplay Advertising Returns Diminishing<br />2. Ad Blockers are a Growing Problem<br />1. Visitors Ignore Ads<br />Eyeball tracking Studies, 100% Focus on Content<br />AdBlocker OFF<br />AdBlocker ON<br />3. Higher Performance on Content side of Page<br />Traditional barriers<br /><ul><li>Sponsor & 3rd Party – required IT Project to Implement
  3. 3. Sponsors have to provide compelling content & tools
  4. 4. Required partnership between Sponsor & 3rd Party</li></li></ul><li>Content MarketingReal Estate | Content Real Estate is More Attractive<br />Website<br />Content<br />100% Engagement<br />1,000/1,000 <br />Ads<br />0.10%<br />1/1,000<br />
  5. 5. Content MarketingAnalysis | Why Does Content Work Better than Ads?<br />Content<br />Marketing<br />Funnel<br />Traffic<br />Engagement<br />Conversion<br />Online <br />Display <br />Funnel<br />Why Better<br />Most ignore/block ads<br />More opt into content<br /><ul><li>Content on media site is more trusted
  6. 6. Real-time A/B tests, optimization increases CTRs
  7. 7. More highly qualified
  8. 8. More convinced they need product</li></li></ul><li>Content MarketingApproaches | How Does it Compare to Other Approaches?<br />Ad Slot<br />Advertiser<br />Site<br />Content<br />High Traffic<br />Advertiser<br />Site<br />Publisher<br />Page<br />
  9. 9. Content MarketingOView | SaaS to Manage Content Sponsorships <br />Sponsor manages interactive content and tools to promote engagement <br />OView Service Provides:<br />Content on Partner’s Site<br />Sponsor has full visibility and control – without costly IT overhead<br />Double digit CTRs &lt;1% <br />
  10. 10. Content MarketingCompanies are at Different Levels of Maturity<br />Return on Ad Spend (ROAS)<br />
  11. 11. Content MarketingProcess Change| In-market Changes <br />Display Ad/Content Sponsorship Process<br />Repeat<br />Next Time<br />At or above<br />Expected<br />Orders?<br />Wait to <br />See Orders<br />Run <br />Campaign<br />Change <br />Something <br />Next Time<br />No visibility into visitor interactions on Publisher pages<br />Below<br />Embedded Sponsorship Process<br />Multi-version A/B Run 2 or 3 versions simultaneously, shift to best after 1-2 hours<br />Continuous Learning<br />Analyze interaction data to determine hypotheses for performance changes for next run<br />Run <br />Campaign<br />Single-version A/B Run 1 version and swap out if not performing in 1 hour<br />Near real-time visibility into visitor interactions on Publisher pages<br />
  12. 12. Optaros BackgroundOptaros | Grow Your Business through Assembled Web<br />OView provides a single platform to manage content/applications across desired digital channels. <br />Optaros provides a turnkey service for successful content marketing that includes interactive agency type services plus support for the SaaS<br />Software as a Service<br /><ul><li>Distributed Content Management (DCM)
  13. 13. Integrate analytics, testing, targeting
  14. 14. Client can manage in-market changes</li></ul>Interactive Agency<br /><ul><li>Ideas
  15. 15. Design
  16. 16. Analytics
  17. 17. Testing </li>