Australasia 2016: Ayal Steiner at Outbrain

- in 2016, Insight Series
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Ayal Steiner is General Manager Australia and New Zealand at Outbrain, and he provided the following responses for our 2016 Australasia Expert Insights Report:

In what situations do you recommend using branded content?

In a world where audience have more choices than ever before to avoid intrusive and interrupting advertising, branded content that engages and entertains is the ‘new black’. Through that lens, branded content, content marketing, branded entertainment… call it what you will, is just the new way to reach, engage and influence audiences. So I see more and more marketing activities leveraging content. From pure branding to perception changing to product launch all the way to direct response activities. Audience show us that when brands produce valuable content rather than traditional ads, and use less intrusive ways to invite audience to engage with it, they are willing to respond.”

What about emerging trends and insights into the immediate future of branded content?

I see more and more brands leveraging any creative video shooting to produce two variations of the same activity. The first is the traditional 30-second TVC that eventually appears as ads on to TV or digital pre-rolls. The second is a more long-form content, a story-centric video that may get hosted on YouTube or Facebook but gets the scale it needs through content distribution channels. The expectation to ‘go viral’ is a thing of the past and not a strategy you can rely on. This is true globally but certainly done locally more and more.


About the author

Justin Kirby is a consultant, educator and thought leader with a 20+ year career in industry as a digital strategist, producer and entrepreneur. He chairs and speaks at conferences around the globe, judge industry awards, and advise brands and agencies.