What are the benefits for publishers?
Posted: Mon Jan 06, 2025 6:42 am
The popularity of the topic (trending, social).
The context of the article.
Visitor behavior ( 'people who read this also read that' ).
And the reader's personal preference.
And there's one more thing: serendipity.”
Serendipity?
“Yes. People often think: if a reader likes reading about, for example, Lionel Messi, then he will also like another article about Messi. Outbrain doesn’t think like that. Outbrain is about serendipity: finding something unexpected and useful while you are looking for something completely different. The algorithm is set up in such a way that it does not recommend articles that are very similar to what someone has just read. So not more of the same.”
“Outbrain ensures that the reader is presented with something that they like. And that has advantages. People click through to other pages and consume more. They also see more advertisements, sponsored links and branded content. The bounce rate decreases, the number of page views and the time spent on the site increase. In short, you get more return from your content.”
That may be true, but what are we talking about?
“Fair question, 0.01% improvement is also oman phone data improvement but does not do much. Let’s ask someone, for example Derk van Amstel , Head of SEO, Analytics & Usability at Sanoma. He told me the following:
“Sanoma has been testing the free Outbrain widget since September 2012. We started with women's titles including grazia.nl , vrouwonline.nl , styletoday.nl . We gradually rolled out Outbrain further, including to magriet.nl , zie.nl and viva.nl , because it proved to be a great success: the click-through rate has more than doubled on average compared to traditional editorial suggestions.”
So it works for Sanoma. What about the other publishers?
“According to Pepijn Groeneveld , other publishers, including TMG, RTL, Wegener, IDG, HDC Media and NDC Mediagroep, achieve similar test results. And the fact that well-known publishers in England, the US and France work with Outbrain also says something. Among them CNN, USA Today, Washington Post, The Guardian and Le Monde.
The context of the article.
Visitor behavior ( 'people who read this also read that' ).
And the reader's personal preference.
And there's one more thing: serendipity.”
Serendipity?
“Yes. People often think: if a reader likes reading about, for example, Lionel Messi, then he will also like another article about Messi. Outbrain doesn’t think like that. Outbrain is about serendipity: finding something unexpected and useful while you are looking for something completely different. The algorithm is set up in such a way that it does not recommend articles that are very similar to what someone has just read. So not more of the same.”
“Outbrain ensures that the reader is presented with something that they like. And that has advantages. People click through to other pages and consume more. They also see more advertisements, sponsored links and branded content. The bounce rate decreases, the number of page views and the time spent on the site increase. In short, you get more return from your content.”
That may be true, but what are we talking about?
“Fair question, 0.01% improvement is also oman phone data improvement but does not do much. Let’s ask someone, for example Derk van Amstel , Head of SEO, Analytics & Usability at Sanoma. He told me the following:
“Sanoma has been testing the free Outbrain widget since September 2012. We started with women's titles including grazia.nl , vrouwonline.nl , styletoday.nl . We gradually rolled out Outbrain further, including to magriet.nl , zie.nl and viva.nl , because it proved to be a great success: the click-through rate has more than doubled on average compared to traditional editorial suggestions.”
So it works for Sanoma. What about the other publishers?
“According to Pepijn Groeneveld , other publishers, including TMG, RTL, Wegener, IDG, HDC Media and NDC Mediagroep, achieve similar test results. And the fact that well-known publishers in England, the US and France work with Outbrain also says something. Among them CNN, USA Today, Washington Post, The Guardian and Le Monde.