Outbrain to offer marketers ability to retarget with content rather than just display advertising

Steiner: brands want to target consumers with content.

Steiner: brands want to target consumers with content.

Video and branded content platform Outbrain is set to extend its offering with a new ability allowing marketers to retarget visitors with content rather than just traditional display advertising.

According to Ayal Steiner, Outbrain Australia’s general manager, the new product, ‘Custom Audiences’, is aimed at helping better engage audiences, especially on mobile.

“I think a lot of marketeers understand that content is an integral part of the mix – especially to engage mobile audiences,” said Steiner. We now see 60% of our audience on mobile devices and there is a need to engage these audiences through other means than just display advertising. 

“This is a capability that allows marketeers to market with content across the Outbrain network. It allows them to pull together interesting digital journeys to re-market to their site visitors not just with display ads but with content.

“It is about engaging those site visitors and this is the first time they do this on the Outbrain network where we can blend your data as a marketeer with our network.”

The local Australian boss also noted that its new re-marketing offer would allow sequencing, where if brands wanted to target consumers with a series of different content pieces it could offer each piece one at a time.

“This is really an Australian first,” he said. “I don’t know of any other platform that allows you to sequence long-form video the way we do.

“The benefit is really around the sequence; it allows people to sequence their stories and videos on the Outbrain network.

“A lot of marketeers have been asking us, if they are running a sequence of videos how can they ensure the sequence? Our product now allows them to re-target the people who saw video one with video two, etc.

“It is about telling a story, highlighting different brand attributes and moving them down the funnel. We are bringing a new and powerful capability to market.”

Nic Christensen


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