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Content Distribution Case Studies

presented by:Bill Flitter

CEO/Founder

bill@dlvr.it 888.495.8384 @bflitter

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Bing acquires new users with curation and distribution

Content Distribution Case Studies

Cisco acquires new followers, fans, and subscribers with an earned to paid media strategy

Video & whitepaper repackaging and distribution

Real-time content recycling, distribution and retargeting

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Increase perception that Bing “Helps people make decisions”

Associate the Bing brand with relevant content: Entertainment, Music and Sports

Tie to trending topics to capitalize on heightened user interest in certain content

Bing Objectives

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Solution: Dynamic Curation & Distribution

Negative Keyword Filters

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User Experience

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Increase perception that Bing “Helps people make decisions”

Associate the Bing brand with relevant content: Entertainment, Music and SportsTie to trending topics to capitalize on heightened user interest in certain content

Bing Objectives

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Results

Nov 2 Nov 11 Nov 12 Nov 17 Nov 22White Background &

Art DescIncreased Frame Speed Dedicated Frame 3 Weighted delivery to

white backgroundOptimizations on

Sports

0.000%

0.050%

0.100%

0.150%

0.200%

0.250%

EntertainmentSportsTotal

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Results

• Entertainment CTR peaked dramatically at lunchtime• Top Performing Categories: Movie Listings, Theater Showtime's,

TV Shows, Writers Resources and Crafts

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Results

• CTR peaked on weekends, when sports are top of mind and viewership is high

• Top Performing Categories: Basketball, Outdoors, Surf and Swim, Motor Sports and Winter Sports

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To increase awareness, consideration and content engagement with videos and whitepapers

Schneider Electric Objective

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User Experience

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Schneider Electric ObjectivesTo increase awareness, consideration and content engagement with videos and whitepapers

• Large video image with text description

• Entire video was syndicated, not a pre-roll ad

• User initiated play

• Whitepaper was repacked as an advertorial

• Several snippets of content were rotated

• Entire whitepaper was accessed on Schneider website

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Content was viewed over 1M times

Click through to access more video content was over .6%

Advertorials had highest engagement at 1.5%

Results

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Increase awareness of deal content to specific GEO locations

Retarget non-buyers with a follow-on deal

Groupon Objectives

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Transition to Repackage Deal Content

Typical Groupon Ad

Real-time dynamic deal distribution

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User Experience

Non-buyers retargeted with different offer content

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Results

• 200% lift in conversion with dynamic content vs. generic offer

• Prospects from dynamic creative consumed more content on the Groupon website

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Results

Dynamic Channel saw 213% lift in conversion over static ad

0.013%

0.024%

0.041%

0.000%

0.010%

0.020%

0.030%

0.040%

0.050%

Static Banner Dynamic ROE Dynamic Channel

Co

nve

rsio

n R

ate

Creative Type

Conversion RateBy Creative Type

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Reach tech & biz decision makers through high SOV placements with relevant biz & tech sitesDrive qualified traffic to Cisco’s social media landing page to increase content engagement (Blogs, video, Twitter and Facebook)

Cisco Objectives

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Cisco ObjectivesReach tech & biz decision makers through high SOV placements with relevant biz & tech sites

Drive qualified traffic to Cisco’s social media landing page to increase content engagement (Blogs, video, Twitter, Facebook)

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Twitter content was interacted with over 2M times

Advertorials had highest engagement at 2.5%

Results

Engagement end being equal across all Twitter handles

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What did we learn?

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The right content to the right audience increases lift

Time of day plays a role in engagement

Day of week is an important consideration for engagement with different types of content

Key Takeaways

Advertorials placed in-stream have highest engagement

No Significant difference in engagement of owned vs. curated content

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Thank You

Bill FlitterCEO/Founder

bill@dlvr.it 888.495.8384 @bflitter