The international content recommendation platform Outbrain is expanding its Brand Studio activity, its new studio and creative services, to Israel as well.
The new service offers large brands a team of advertising professionals who will accompany them in data analysis, wording of headlines and messages, graphic design and creative recommendations for native (integrated) advertising, using Outbrain's data and expertise in the field.
"You can feel the startup nation here. Marketing people in Israel see it as an integral part of their job to innovate, test and learn in a way I've never seen before. At a time when everyone is facing new challenges in audience segmentation and personalized marketing, the ability to create data-based creative moves that bring true user engagement on the open Internet, It is an added value that we realized we could give to brands in Israel," claims Outbrain Brand Studio manager, British Faye Liddell-More, who recently arrived in Israel for a series of meetings with the marketing managers of the leading brands and advertising agencies.
The new service will allow advertisers to adapt and convert existing creative campaigns, which include visual, video and social content, from the language of traditional advertising to the language of native advertising.
Advertisers will be able to base the creative on data analyzes that will show which is the most effective creative for the purpose they defined, in a combined analysis of an algorithm and the studio's data people.
"The DNA in Israel is different, much more unique, flexible, agile and open-minded."
Faye Liddle-Moore (Photo: Outbrain)
The Outbrain studio, one of the largest recommendation platforms in the world, which was founded in Israel and works with CNN, Le Monde, BILD, the Washington Post and many content sites in Israel as well (Walla!, N12, Haaretz-The Marker, Maariv and more), began operating 7 months ago with brands large in Europe.
During the run, Liddle-Moore and her team managed to lead major campaigns for, among others, Audi, Doritos, DS and other giant brands.
After several initial campaigns that took place in Israel during the run-up period, Lidl-More recently arrived in Israel to officially launch the activity in Israel as well.
"It's actually a startup within Outbrain that offers a new service, which neither we nor the advertising agencies have offered to date. This is the first time we dive into working with the advertisers on their creative strategy," Liddle-Moore says.
"Many brands do not have the experience and time resources to create perfect native advertising ads. Outbrain has the data and tools required to do this, with maximum effectiveness. Our studio helps brands leverage existing assets, such as video content, stills and others, to create integrated advertising ads that will bring them optimal results ".
- What is the reason for this move on the part of a company whose main activity is a content recommendation platform?
Is this service intended to replace advertising companies?
"On the contrary, it is a complementary service to the advertising agencies, who are also part of our clients in the world and in Israel. The studio was born out of a need we identified in the market - a service that is aided by our expertise and unique knowledge of the platform, which includes the analysis of 10 billion content recommendations to surfers every day - to maximize digital campaigns on the open network and increase The involvement of the surfers they generate for the brand."
"Working with us is not working with an algorithm on a specific website, but with people."
Illustration (photo: ShutterStock)
- What does the work actually look like and how does it differ from the creative recommendations of the Facebook algorithm, for example when a brand advertises on the platform?
"Working with us is not working with an algorithm on a specific website, but with people. We have a team of designers who come from backgrounds of creative positions or product management in advertising agencies. We are helped by Outbrain teams that deal with copywriting and data analysis. Everything to give brands the opportunity to tell the story theirs on a new digital canvas - on the open internet - and maximize surfers' engagement with the brand.
"The exciting thing for us is creating data-based user engagement. And this is so important right now, especially in the many markets where advertisers have challenges in personalized advertising. Changes in privacy settings are undoubtedly something that brands are trying to deal with. So for us, the ability to provide not only user engagement, but Providing a brand with contextual insights about its surfers and the way in which they communicate with the brand is a unique value proposition. So far from what we see, it also shows great effectiveness."
- What differences do you find between the prominent digital campaigns in Britain and Europe and what we see in Israel?
"The DNA in Israel is different from many other places, much more unique, flexible, agile, and open-minded. Advertisers see it as part of their role to get out of the existing, from the status quo and challenge the existing in terms of user experience. This is why, for the studio, it is also a hot spot for examining innovations and new tools. This can be seen in the rapid adoption of pilots with us at companies such as Strauss, the Central Beverage Company or the Lubinski Group - with whom we recently worked on the launch of the DS-4 and were amazed at what we were able to achieve in terms of user engagement and sales, by experimenting with a different and tailored advertising experience
"Continuing to the process we led together with the Israeli team, there is an opportunity for brands to generate higher value in their ad campaigns, and to shake hands with the potential customer instead of waving goodbye from afar.
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"On the other hand, in the whole issue of data-based creative, there are still many moves to adopt from Britain or Europe. In the major markets, the last few years have been devoted to optimization. Today, with the move on from the use of third-party cookies, we see increased demand for personalized creative in order to reach the right audiences. Whether through dynamic creative (based on contextuality or location, for example), whether through advertising experiences that are built on the involvement of surfers - features of products that can be played with, interactive maps, or whether choosing the place of a benefit/offer on the advertising itself."
Ditza Keren, in collaboration with Outbrain
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