Outbrain snags OMD deal. Publishers take note

Content marketing and amplification outfit Outbrain has agreed to provide advanced access to its technology to media and comms agency OMD  in a move that strengthens the latter’s content marketing position. There are also warning signs for publishers in such relationships.

There are also warning signs for publishers in deals such as this. Many publishers deal directly with Outbrain and charge their clients a cost per click to amplify via the service to fulfil campaign audience delivery targets.
Many are profiting from simply adding a big margin to the price they charge brands for those clicks, something that might prove harder to sustain if the agencies actually start protecting the interests of their clients.
After all, if the internet has taught us anything it’s that intermediaries (in this instance publishers) who add margins but no value in a transaction get crushed quickly once disrupters spot their chance.

As to this particualr deal , Jez Clark (pictured) , head of OMD Fuse Sydney (pictured above) said, “This partnership builds on our content marketing capabilities. Outbrain’s unique ‘Interest Graph’ gives us great insight into the content that Australians are consuming. We can use this to understand content gaps that exist online, and cater to digital content supply and demand.”

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“We recognise Outbrain as a key force in the content marketing landscape. Not only with its scale in premium distribution and deeper access to content insights, but also in the ability to connect their distribution technology to our trading desk and DSP. This allows us to manage an end-to-end digital journey that starts with creation of content, all the way to acquisition,” she said.

Outbrain’s content marketing platform allows content marketers to promote digital content across desktop, tablet and mobile to Australian audiences directly from online publisher sites. In Australia, Outbrain partners with premium publishers such as Fairfax Media, News Corp, MI9, Yahoo!7, The Guardian, Bauer Media and many smaller sites.

“OMD is Australia’s largest media agency and together we plan to expand and keep building on the work we are already doing together for key OMD clients,” said Adam Carroll, head of Amplify, Outbrain Australia – New Zealand.

“With industry surveys showing two out of three marketer’s feeling unsuccessful in content marketing, we see this as an opportunity for us and our agency partners. OMD is committed to work in partnership with us to drive meaningful client ROI from content marketing.”

Outbrain has recently signed a sledge of new partnerships with agencies, most recently with Dentsu Aegis for its clients and network ESPN.

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