What is Sales and Marketing Strategy of Outbrain Company?

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How Does Outbrain Dominate the Digital Advertising Landscape?

Outbrain, a titan in web advertising, has consistently reshaped its Outbrain SWOT Analysis sales and marketing strategy to stay ahead in the fast-paced digital arena. The launch of 'Moments' in Q3 2024, a groundbreaking vertical video offering, marked a pivotal moment, promising immersive ad experiences and enhanced engagement. This strategic move highlights Outbrain's commitment to adapting to evolving content consumption trends and leveraging innovative technology.

Founded in 2006, the Outbrain company initially focused on content recommendation and native advertising, helping publishers monetize their content. With the acquisition of Teads in February 2025, Outbrain expanded its reach, creating an omnichannel outcomes platform. This expansion aims to provide a more connected consumer experience across the Open Internet, from web to CTV to app environments, showcasing the evolution of its and .

The sales channels of the company are primarily built around a direct sales model, connecting directly with both media owners and advertisers. This approach allows for a comprehensive advertising platform, offering scaled solutions to reach audiences across the Open Internet. The company's strategy focuses on a two-sided marketplace, facilitating interactions between publishers and advertisers.

Advertisers have several buying options, including a cost-per-click (CPC) performance platform and cost-per-mille (CPM)-based managed and self-service platforms. This caters to a wide range of businesses, from Fortune 500 brands to small-to-medium-sized businesses. The company's focus is on providing flexible solutions to meet various advertising needs.

The company has expanded its supply beyond traditional feed products, with approximately 30% of its Q4 2024 revenue coming from these new environments, up from 26% in Q4 2023. This shift indicates a strategic move towards diversifying its inventory and reaching users in emerging content consumption areas like pre-installed smartphone applications, content feeds, gaming applications, push notifications, and Connected TV (CTV).

Direct Sales Model

The company utilizes a direct sales approach, establishing relationships with both media owners (publishers) and advertisers. This direct interaction is a core component of its advertising platform. This strategy enables the company to offer tailored solutions and maintain control over the advertising ecosystem.

Buying Methods

Advertisers can choose between CPC performance platform and CPM-based managed and self-service platforms. These options cater to a diverse range of clients, including brands, agencies, and performance marketers. This flexibility is designed to accommodate different advertising goals and budgets.

Expanding Inventory

The company is increasing its inventory beyond traditional feed products. This includes emerging content consumption areas like pre-installed smartphone applications and CTV. This diversification is crucial for reaching a wider audience and adapting to changing media consumption habits.

Strategic Partnerships

The company forms key partnerships to expand its reach and provide access to exclusive media inventory. These partnerships contribute significantly to its growth and market share. Recent partnerships include Penske Media (US) and Prensa Ibérica (Spain).

Strategic Acquisitions and Partnerships

The acquisition of Teads in February 2025 for approximately $900 million is a significant move to bolster the company's omnichannel capabilities, allowing advertisers to reach audiences across web, CTV, and app environments. This acquisition is expected to generate annual synergies of $65 million to $75 million by 2026. These strategic moves are designed to enhance the company's market position and provide more comprehensive advertising solutions. For more insights, check out the Growth Strategy of Outbrain.

• Key partnerships and competitive wins in 2024 include Penske Media (US) and Prensa Ibérica (Spain).
• Renewals include Spiegel (Germany), Il Messaggero (Italy), and Grape (Japan).
• The direct relationships and strategic partnerships contribute significantly to the company's growth.
• These partnerships provide access to exclusive media inventory and scaled audiences.

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The Outbrain company employs a multifaceted marketing strategy, heavily reliant on digital channels to boost awareness and drive sales. This approach includes a strong emphasis on content marketing, leveraging its platform to recommend high-quality content and increase visibility for publishers. The strategy also involves SEO, paid advertising, and email marketing, all designed to create a robust and diversified marketing ecosystem.

A key element of the Outbrain marketing strategy is its data-driven approach, utilizing proprietary AI technology for personalized content recommendations and ad serving. This focus on data allows for optimized user engagement and maximizes advertiser ROI. Recent developments, such as the collaboration with Microsoft and the launch of innovative solutions like 'Moments,' highlight the company's commitment to staying ahead of the curve.

By integrating various digital marketing tactics, Outbrain aims to provide comprehensive solutions for advertisers and publishers alike. This strategy includes content promotion best practices, influencer partnerships, and social media engagement, ensuring a well-rounded approach to reach its target audience and achieve sustainable growth.

Content Marketing and SEO

Content marketing is a core component of the Outbrain marketing strategy, using its platform to promote content. They integrate SEO by placing relevant content on external websites to build backlinks and improve search engine rankings. They also provide best SEO practices, emphasizing authoritative backlinking and social media engagement.

Paid Advertising and Targeting

Paid advertising is central to the Outbrain advertising model, enabling advertisers to promote content on high-quality websites. The platform allows targeted ad placement and A/B testing to optimize ad effectiveness. They offer various advertising targeting options to ensure ads reach the right audience.

Email Marketing and Diversification

Email marketing is part of Outbrain's diversified traffic sources strategy, ensuring stable growth. They use email marketing alongside video and paid search to reduce reliance on organic search alone. This diversification helps in maintaining consistent performance and reach.

Data-Driven Marketing and AI

Outbrain uses proprietary AI for personalized content and ad serving, optimizing for user engagement and ROI. Advanced analytics tools provide in-depth insights into campaign performance across multiple channels. This data-driven approach enables informed decision-making.

Influencer Partnerships and Social Media

The company actively promotes influencer partnerships and social media engagement for off-page SEO. This helps in expanding reach and improving brand visibility. These efforts are part of their broader content promotion best practices.

Innovation and New Solutions

Collaboration with Microsoft, expanded in October 2024, integrates generative AI solutions based on Azure OpenAI Service. The launch of 'Moments,' a vertical video solution in Q3 2024, aims to deliver immersive experiences. These innovations highlight Outbrain's experimental strategies.

Key Tactics and Strategies

The Outbrain sales strategy and marketing efforts are interconnected, focusing on driving both publisher and advertiser success. The company's approach involves a mix of digital marketing tactics, data analysis, and innovative solutions to maintain a competitive edge. For more insights, explore the Growth Strategy of Outbrain.

• Content recommendation algorithm for personalized user experiences.
• Native advertising strategy to seamlessly integrate ads within content.
• A/B testing to optimize ad performance and improve ROI.
• Strategic partnerships to expand reach and enhance service offerings.

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The core of the Outbrain sales strategy and marketing strategy revolves around its positioning as a leading technology platform. It's designed to drive business results by engaging audiences across the Open Internet. This approach emphasizes connecting quality media with compelling brand creative, leveraging context-driven addressability and measurement, all powered by predictive AI to optimize outcomes for advertisers.

Outbrain's brand differentiates itself through its extensive global network and proprietary AI technology. These elements are crucial for advertisers seeking broad yet targeted campaign distribution. The recent merger with Teads further reinforces this positioning, creating an omnichannel outcomes platform focused on delivering full-funnel results for marketers across premium media environments.

The company appeals to both advertisers and publishers by promising effective audience targeting, a user-friendly interface, and excellent customer service. Outbrain helps publishers monetize their content and improve user experience through personalized recommendations. For advertisers, it enables increased brand awareness, visitor numbers, and conversions. To further understand the company's financial workings, you can explore Revenue Streams & Business Model of Outbrain.

Extensive Global Network

Outbrain boasts a vast global network built on long-term exclusive partnerships. This network provides massive scale and access to diverse audiences, which is a key value proposition for advertisers. This reach is a crucial element of their Outbrain advertising strategy.

Proprietary AI Technology

Outbrain's proprietary AI technology, developed over 17 years, is a core differentiator. It enables highly personalized content and ad serving. This technology optimizes for both user engagement and advertiser ROI, which is a key focus of the Outbrain platform.

Target Audience Focus

Outbrain directly addresses both advertisers and publishers. They provide effective audience targeting and a user-friendly interface. They also offer excellent customer service, which is vital for their Outbrain sales process for publishers.

Monetization and Engagement

Outbrain helps publishers monetize their content and improve user experience. They achieve this through personalized recommendations. For advertisers, this leads to increased brand awareness and conversions, which is part of their Outbrain marketing campaign examples.

Key Differentiators

Outbrain's success is built on several key differentiators that set it apart in the competitive landscape. These elements are central to their Outbrain native advertising strategy.

• Global Reach: Extensive network with thousands of premium digital media owners.
• AI-Powered Personalization: Proprietary AI for optimized content and ad serving.
• Focus on Outcomes: Emphasis on delivering meaningful business results for advertisers.
• User-Friendly Platform: Easy-to-use interface for both advertisers and publishers.

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The Outbrain sales strategy and Outbrain marketing strategy are significantly shaped by key campaigns designed to enhance user engagement, improve content monetization, and drive measurable results for advertisers. These campaigns leverage innovative ad formats and AI-driven insights to meet the evolving demands of digital content consumption. The company's focus on performance advertising and delivering tangible outcomes for its diverse advertiser base is a cornerstone of its approach.

One of the most notable initiatives is the 'Moments' offering, launched in Q3 2024, which showcases the company's adaptation to the rise of vertical video. This strategy aims to transform static articles into engaging vertical video feeds, providing an immersive browsing experience. The company's commitment to innovation is evident in its continuous efforts to refine its platform and offer new solutions to both publishers and advertisers.

Furthermore, the 'Year in Review 2024' highlights successful campaigns across the marketing funnel, demonstrating the effectiveness of the Outbrain platform. These campaigns underscore the company's ability to deliver measurable outcomes for a diverse advertiser base, utilizing advanced features and targeting options.

Moments: Vertical Video Solution

'Moments,' launched in Q3 2024, transforms static articles into engaging vertical video feeds, mimicking the TikTok-style browsing experience. This innovative approach aims to boost user interaction and content monetization. A MediaScience study in 2024 found that vertical video ads within 'Moments' achieved high ratings for quality and engagement.

Campaign Objectives

The primary objectives of the 'Moments' campaign include increasing user interaction, enhancing content monetization for publishers, and improving brand recall for advertisers. The initiative also aims to provide advertisers with new opportunities to engage audiences. Tests showed users consuming an average of 3.2 videos per session.

Impact and Results

Vertical video ads within the 'Moments' environment were rated similarly to social formats, demonstrating their effectiveness. Brand recall was 56% higher and brand recognition was 47% higher compared to standard digital ads. This highlights the campaign's success in capturing audience attention and delivering strong results.

Campaign Examples

The 'Year in Review 2024' showcased successful campaigns, such as hipto, which used bid automation to boost lead quality in the senior health insurance sector. TORRAS, a tech accessories brand, expanded its e-commerce presence in Germany and Japan using the Carousel format. These campaigns highlight the effectiveness of the Outbrain advertising platform.

hipto Campaign

hipto, a lead generation leader, leveraged Outbrain's bid automation and AI-driven insights to enhance qualified lead quality in the senior health insurance sector. This strategy resulted in improved conversion rates and expanded lead generation capabilities. This demonstrates the power of the Outbrain sales strategy.

TORRAS Campaign

TORRAS, a global leader in tech accessories, partnered with Outbrain to expand its e-commerce presence in Germany and Japan. They utilized Outbrain's bid automation and the interactive Carousel format to capture high-value users. The campaign successfully exceeded ROI goals.

Bid Automation and AI

Outbrain's bid automation and AI-driven insights play a crucial role in optimizing campaigns. These tools enable advertisers to reach relevant audiences efficiently and achieve impressive conversion rates. This is a key component of the Outbrain marketing strategy.

Carousel Format

The interactive Carousel format is a key feature used by advertisers to drive conversions. This format allows advertisers to showcase multiple products or content pieces in a visually appealing way. TORRAS successfully used this format to meet their target CPA.

Performance Advertising

Outbrain's focus on performance advertising ensures that campaigns deliver measurable outcomes for advertisers. This approach is central to the company's value proposition, providing data-driven results. The company's success is also evident in the Competitors Landscape of Outbrain.

Targeting and ROI

Outbrain offers robust targeting options, enabling advertisers to reach their desired audiences effectively. The campaigns highlighted demonstrate the ability to exceed ROI goals and achieve impressive conversion rates. This highlights the effectiveness of the Outbrain advertising platform.

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