Rethink What's Possible
Posted: Wed Jan 22, 2025 7:04 am
n the fast-paced and competitive world of media, achieving success often requires rethinking and challenging established norms. Adapting quickly to changes in technology, media and consumer behaviour may seem difficult, but it is essential for those who want to make a significant impact in the digital realm.
For nearly twenty years, Outbrain has led this transformation, motivating the industry to leave its comfort zone and explore new strategies to take advantage of the opportunities that the open web can offer to consumers, advertisers and publishers.
The media landscape is evolving, and so is Outbrain
As the digital age progresses, attention has become a prime resource. The average user attention span has decreased by 69% since 2004 , and competition for attention has fueled the rise of short video content, with 89% of users wanting to see more branded videos by 2024. Today, short, digestible, and easily shareable content is the most coveted. While walled gardens have dominated this format, they are not the only ideal environment for its dissemination. In fact, only 27% of young adults are fully engaged on social media, compared to 50% who pay attention on the open web.
At Outbrain, we’ve seized these opportunities and diversified our offering to meet the needs of consumers and advertisers, becoming the preferred partner on the open web. Over the past year, we’ve expanded our focus beyond our performance and conversion-focused roots to include a variety of mid- and high-funnel experiences through our branding solution, Onyx . This expansion bridges the gap between publisher needs and advertiser goals, making it easier for brands and agencies to invest smartly in tools that enable them to maximize their results, while empowering publishers to showcase the true value of their advertising space and generate sustainable revenue year-round.
Moving forward without losing our values
Throughout our history, Outbrain has been committed to sustainable journalism and r purchasing directors email database esponding to the evolving needs of the open web. As media consumption preferences evolve, and despite industry recognition of the value of these audiences , publishers are struggling to diversify and stabilize their revenues.
Offering brands more opportunities to make an impact on the open web allows us to address the challenge of monetizing undervalued inventory, which currently represents at least 30% of available inventory, according to Prohaska Consulting . Our goal is to preserve free access to a trusted open web, which meets the preference of 78% of users willing to interact with more ads to retain this privilege, according to eMarketer.
Rethink What's Possible: Discover the new era of engagement
As Outbrain continues to innovate, concrete successes like Sisley ’s highlight the tangible impact of our vision. By using Onyx formats and Brand Studio ’s creative expertise , Sisley’s campaign not only captured the attention of its target audience, with attention rates 50% higher than standard open web benchmarks, but also achieved a 5% engagement rate. The integration of Outbrain’s retargeting strategies amplified these results, doubling the campaign’s click-through rate, thereby demonstrating the potential of our cross-funnel solutions.
Sisley's example shows that advertisers who dare to challenge the status quo and take advantage of the new possibilities offered by Outbrain can achieve exceptional results. It's time for our industry to redefine its boundaries and adapt to the rapidly evolving media landscape. Rethink what's possible!
For nearly twenty years, Outbrain has led this transformation, motivating the industry to leave its comfort zone and explore new strategies to take advantage of the opportunities that the open web can offer to consumers, advertisers and publishers.
The media landscape is evolving, and so is Outbrain
As the digital age progresses, attention has become a prime resource. The average user attention span has decreased by 69% since 2004 , and competition for attention has fueled the rise of short video content, with 89% of users wanting to see more branded videos by 2024. Today, short, digestible, and easily shareable content is the most coveted. While walled gardens have dominated this format, they are not the only ideal environment for its dissemination. In fact, only 27% of young adults are fully engaged on social media, compared to 50% who pay attention on the open web.
At Outbrain, we’ve seized these opportunities and diversified our offering to meet the needs of consumers and advertisers, becoming the preferred partner on the open web. Over the past year, we’ve expanded our focus beyond our performance and conversion-focused roots to include a variety of mid- and high-funnel experiences through our branding solution, Onyx . This expansion bridges the gap between publisher needs and advertiser goals, making it easier for brands and agencies to invest smartly in tools that enable them to maximize their results, while empowering publishers to showcase the true value of their advertising space and generate sustainable revenue year-round.
Moving forward without losing our values
Throughout our history, Outbrain has been committed to sustainable journalism and r purchasing directors email database esponding to the evolving needs of the open web. As media consumption preferences evolve, and despite industry recognition of the value of these audiences , publishers are struggling to diversify and stabilize their revenues.
Offering brands more opportunities to make an impact on the open web allows us to address the challenge of monetizing undervalued inventory, which currently represents at least 30% of available inventory, according to Prohaska Consulting . Our goal is to preserve free access to a trusted open web, which meets the preference of 78% of users willing to interact with more ads to retain this privilege, according to eMarketer.
Rethink What's Possible: Discover the new era of engagement
As Outbrain continues to innovate, concrete successes like Sisley ’s highlight the tangible impact of our vision. By using Onyx formats and Brand Studio ’s creative expertise , Sisley’s campaign not only captured the attention of its target audience, with attention rates 50% higher than standard open web benchmarks, but also achieved a 5% engagement rate. The integration of Outbrain’s retargeting strategies amplified these results, doubling the campaign’s click-through rate, thereby demonstrating the potential of our cross-funnel solutions.
Sisley's example shows that advertisers who dare to challenge the status quo and take advantage of the new possibilities offered by Outbrain can achieve exceptional results. It's time for our industry to redefine its boundaries and adapt to the rapidly evolving media landscape. Rethink what's possible!