Project Agora turns advertising upside down
We used to think that the Internet is somehow a vast place where all kinds of content wait to be discovered. And, up to a point, that was true.
So content discovery isn’t a new phenomenon, but how the readers reach to their favorite articles has changed radically in the last 10 years.
In the beginning it was simple. Strong brands attracted readers – more or less, the same as offline. But then as the number of websites proliferated things got complicated.
So… what is content discovery?
First, there were the widgets. A stand-alone application that can be embedded into third party sites, a widget can determine what’s interesting for the user based on:
• what articles are most viewed
• what’s the most commented story
• what are the most shared news
A good solution 3-5 years ago but completely outdated today because it failed to reach several crucial goals: returning visitors and topics not so relevant for the users.
And so, publishers, marketers and agencies invested time and money in order to learn what people clicked on.
But the road to personalized recommendations was filled with lots of data and difficult sociological research.
Basically, what the content producers need are tools, that were used mostly for a better targeted advertising, to be also used in the content discovery process.
What are content discovery platforms?
Long story short, content discovery platforms are using online advertising techniques and technology (which allows displaying the right messages, at the right time, on the right device and most importantly on topics of interest for the potential client) to find the readers. Content discovery platforms:
• analyze hundreds of real-time signals
• use unique algorithms to match the content with related posts
• create a personalized experienced for readers
“Content discovery platforms function as third party traffic drivers in the paid content distribution space, working with marketers to promote content on highly trafficked pages. They are typically found on sidebars or at the end of an article where a section of “recommended content” is featured”. (source)
Personalized content leads to personalized brand advertising
Yes, when talking about content the second thought is “advertising”. And a content discovery platform offers solutions not only for the publishers but for marketers too.
“The publication opens space on their website for advertisers (which is how the publications get paid) and advertisers gain increased traffic to their site. It’s the old banner ad model, though now with a content marketing focus”. (source)
• Case study: Taboola Beats Search During Holiday Shopping Season, Driving 300% Higher Returns For Leading HDTV Retailer
Publishers and agencies from CEE & MENA regions can now benefit from Taboola’s research, since the New York based platform has partnered up with Project Agora in order to grow native advertising in the region.
This partnership opens up a new advertising opportunity and helps advertisers amplify their stories, build awareness, engagement, leads and sales.
“Project Agora introduced just last week its New Content Discovery Ad format, powered by Taboola, to equally deliver value to both publishers and advertisers.
This new advertising format empowers publishers to optimize their traffic more efficiently and also support on site content cross-promotion.
For advertisers who are always looking for better ways to amplify their message, the new format offers a content driven, native solution for them to drive the conversation with consumers.
When the Brand message is placed properly, the reader is naturally more open to the message, than any other way of exposing a purely promotional message. Great advertising always results from a deep understanding of consumer frame of mind and behavior.
Our Content Discovery module does just that by anticipating the consumers mindset and offering a native targeted message”, Alex Karageorgis, TDG’s COO, explained last Friday November 25th at the Media ROI Forum in Athens.
