Product Overview of Outbrain
Outbrain is a leading native advertising platform that connects businesses with engaged audiences across the globe, utilizing advanced AI prediction technology to drive better marketing and publisher results.
What Outbrain Does
Outbrain specializes in placing targeted advertising on webpages alongside primary on-page content, reaching an audience of over 1 billion people across 55 countries. It operates as a content discovery platform, enabling advertisers to access a premium publisher network and display their native ads in the form of content recommendations on thousands of the web’s largest sites, including notable partners like CNN, Sky, Le Monde, and El Pais.
Key Features and Functionality
Targeted Advertising
Outbrain uses complex demographic analysis to ensure ads are served to people who are highly likely to engage with them. This includes recommending various forms of content such as articles, slideshows, blog posts, photos, or videos under headings like “Sponsored Stories” or “Paid Content”.
Smartfeed Technology
Outbrain’s proprietary Smartfeed technology enhances engagement between audiences and native content, delivering personalized content and improving click-through rates by up to 60%. This technology captures hundreds of characteristics based on content consumption, providing detailed insights into consumer behavior.
Advanced Targeting Options
Outbrain offers diverse targeting options, including location-based targeting, device targeting, and custom audiences. Advertisers can retarget website visitors, target campaign clickers, or create lookalike audiences by implementing the Outbrain pixel on their website.
Campaign Management and Optimization
The platform provides robust campaign management tools, including the ability to choose specific days of the week or times of the day for ad display. The Realtime Data Dashboard offers live updates on campaign performance metrics such as impressions, spend, clicks, average CPC, and click-through rate, allowing for real-time adjustments.
OB Code and Automated Rules
Outbrain’s OB Code feature enables marketers to set automated rules for their campaigns, including bid changes using semi-automatic Conversion Bid Strategy (CBS). This feature allows for flexibility and control, enhancing campaign performance.
Audience Segmentation
Outbrain allows for detailed audience segmentation, including retargeting, story sequencing, and value-based targeting. This helps in building momentum and sending audiences down a marketing funnel, and in targeting users based on specific actions or values, such as purchases exceeding a certain amount.
Video Advertising
Outbrain also offers native outstream video advertising, which increases audience engagement and boosts revenue for publishers. This format is personalized, non-intrusive, and available in various video lengths, with features like sound detection to prevent competing videos from playing simultaneously.
Data and Analytics
The platform provides comprehensive reporting features, allowing advertisers to track, analyze, and optimize their campaigns with precision. The dashboard offers detailed data slicing by date range, campaign, content, device type, and audience interests, making it easier to compare and optimize multiple campaigns.
Benefits for Advertisers and Publishers
- Increased Engagement: Outbrain’s personalized content recommendations and advanced targeting options help in engaging the right audiences.
- Performance-Driven Results: Efficient bidding tools and AI-driven prediction technology maximize ROI and drive better business results.
- Premium Inventory: Access to high-quality, viewable environments and premium exchanges enhances the user experience and revenue for publishers.
Overall, Outbrain is a powerful tool for businesses looking to reach and engage with their target audiences effectively, leveraging advanced technology and comprehensive data analytics to optimize marketing campaigns.