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Ayal Steiner; image supplied by Outbrain.
Native advertising has seen strong gains over the past decade and publishers, marketers and advertisers have all had to adapt in order to integrate the innovation into their plans.
One of the key players in this space has been Outbrain, the discovery and native advertising platform who have helped lead the market in adoption and understanding of native advertising, partnering with the likes of Nine, ACM and Pedestrian Group, among others in Australia.
AdNews spoke to Ayal Steiner, VP of global ad revenue (who helped to found Outbrain’s office in Australia 10 years ago) and Andrew Burke, MD for APAC and growth markets, about the role personalisation plays for publishers, the digitisation of news and the impact that third-party cookie deprecation is set to have for advertisers.
Steiner said that Outbrain didn’t begin life as a native advertising platform, but as a content marketing platform, with the Australian market responding positively to the proposition.
“That was the first time that brands thought outside the confines of an ad box, like a banner ad or a pre roll.
“They figured out ‘I don’t have to tell my story in 30 seconds, just because that’s the TV cut; I can have a long form video instead’ or ‘I don’t have to use an image with pixel-by-pixel definitions, I can now bring people to my own page and tell a much deeper story with multiple images and text.
“Brands really were fascinated with that equation and there was a really good fit between what Outbrain had to offer, what publishers needed, what users wanted and the value brands got out of it.”
Steiner said that as time progressed, content marketing still remained a niche area and thus brands were hungry to evolve the play of open web advertising on a cost per click basis to acquire traffic to reach new customers.
“Not just for the sake of content marketing, but in a broader sense around products, customer education, landing…
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