Outbrain (NASDAQ: OB), a leading technology platform that drives
business results across the open internet, today announced the beta
launch of Moments by Outbrain – a new way for users to interact
with content, delivering the immersive experience of full screen
vertical video browsing to the open internet. Moments enables
traditional publishers and media owners to reimagine their online
experience by transforming real estate on static articles into
engaging vertical video feeds, bringing easy swipeable navigation
to trusted, professional environments.
Audiences are spending an increasing amount of their time within
walled gardens and social platforms. Moments marks the development
of a true solution to bring similar algorithm-powered, visual
exploration to the open internet. The new product offering brings
the viral video and social media experience directly to quality
publishers like Fortune and Axel Springer. With Moments, audiences
have a new way to watch, read, and explore the vast amount of
professionally-produced editorial content on the open internet in
an environment not yet seen beyond walled gardens. In addition,
Moments provides advertisers with a rich new canvas to extend the
power of social formats to drive outcomes on the open internet,
while offering publishers an entirely new channel to grow and
engage their reader base.
“Moments is a truly exciting innovation that will enable
advertisers and publishers to reimagine the way they interact with
audiences on the open internet. Moments is more than just a video
experience—it’s a bridge between the trusted content consumers
love, and the brands they trust, creating a dynamic, immersive
journey that turns casual viewers into loyal audiences," said David
Kostman, CEO of Outbrain.
Moments Early Adopters Show Strong Signals of Deepened
User Engagement
- A recent 2024 study by MediaScience found that vertical video
ads delivered in the Moments environment were rated similarly to
social formats in terms of being high-quality, engaging, seamless,
and entertaining. In addition, they outperformed digital ads.
- Tests also showed that users consume an average of 3.2 videos
per session, with 40 percent of users watching between three and
ten videos.
“We are delighted to have such an innovative partner in Outbrain
to test new immersive content formats for moving images for our
news brands such as BILD. With Moments, we offer our users a
digital experience that significantly improves the presentation of
our mobile content and meets the expectations of modern users for
interactive content," says Robert Blanck, General Manager for
Advertising & E-Commerce at Axel Springer. "It promotes user
interaction in a 'natural' way and helps us to better monetize our
content. We look forward to working with Outbrain to further
develop this promising solution."
Research Finds Moments Outperforms Digital and Enhances
the Effectiveness of Social Formats
For advertisers, Moments provides a solution to diversify their
media mix beyond walled gardens. According to the MediaScience
panel study, Moments users engage positively with the experience
and its ads have the ability to drive enhanced ad viewing time,
advertiser brand memory, and ad message recall versus digital ads.
Specifically:
- Users spent an average of 14.6
seconds on Moments experiences, in contrast to 3.4 seconds on
high-impact display experiences in similar environments.
- Moments drove significant lifts in
memory of advertised brands compared to digital ads, producing 56%
higher brand recall than digital ads, and 47% higher brand
recognition than digital ads.
- The experience amplifies the
effectiveness and impact of digital and social strategies, and
leads to significant improvements in brand recall and brand
recognition when coupled with TikTok, Instagram Reels, and YouTube
Shorts ads. The research shows that:
- Audiences who viewed both Moments
formats and Social formats experienced an 87% lift in unaided brand
recall.
- Vertical video ads delivered in
Moments environments drive greater message recall and purchase
intent when combined with digital ads — creating even better
effects than social and digital strategies combined.
- Vertical video ads delivered on
Moments environments, when combined with digital ads, drove 126%
higher message recall than social ads alone and 167% higher message
recall than digital ads alone.
- When compared to digital and social
formats in news environments, ads delivered on Moments environments
were rated as more informational and relevant than digital and
social formats.
New Opportunities for AdvertisersFor
advertisers, Moments should open new opportunities to drive revenue
growth. While vertical video budgets have traditionally focused on
social networks, Moments by Outbrain will make vertical video
campaigns available across its existing publisher platform and feed
infrastructure. This will allow advertisers to leverage Outbrain's
extensive reach to place their vertical video formats on popular
online media and engage their target audiences in innovative ways.
The Moments environment keeps ad density low to ensure a positive,
premium user experience.
Moments Offers Solutions for Publishers'
ChallengesMoments is expected to provide a compelling
solution to spur new ad investment on the open internet, and helps
publishers navigate the challenges of today’s digital media
landscape by leveraging video content that mirrors the social media
look and feel familiar to most users. The experience gives
publishers the opportunity to more deeply engage and retain
audiences.
Current Status and Future OutlookMoments is
currently in Beta and is being tested with selected partners in the
USA, Germany, the UK, Italy, France, and Spain. A global launch is
planned for 2025.
Forward-Looking StatementsThis press release
contains forward-looking statements within the meaning of the
federal securities laws, which statements involve substantial risks
and uncertainties. Forward-looking statements may include, without
limitation, statements generally relating to possible or assumed
future results of our business, financial condition, results of
operations, liquidity, plans and objectives. You can generally
identify forward-looking statements because they contain words such
as “may,” “will,” “should,” “expects,” “plans,” “anticipates,”
“could,” “intends,” “guidance,” “outlook,” “target,” “projects,”
“contemplates,” “believes,” “estimates,” “predicts,” “foresee,”
“potential” or “continue” or the negative of these terms or other
similar expressions that concern our expectations, strategy, plans
or intentions or are not statements of historical fact. We have
based these forward-looking statements largely on our expectations
and projections regarding future events and trends that we believe
may affect our business, financial condition, and results of
operations. The outcome of the events described in these
forward-looking statements is subject to risks, uncertainties and
other factors including, but not limited to: overall advertising
demand and traffic generated by our media partners; factors that
affect advertising demand and spending, such as the continuation or
worsening of unfavorable economic or business conditions or
downturns, instability or volatility in financial markets, and
other events or factors outside of our control, such as U.S. and
global recession concerns, geopolitical concerns, including the
ongoing war between Ukraine-Russia and conditions in Israel, supply
chain issues, inflationary pressures, labor market volatility, bank
closures or disruptions, and the impact of challenging economic
conditions, political and policy uncertainties with the approach of
the U.S. presidential election, and other factors that have and may
further impact advertisers’ ability to pay; our ability to continue
to innovate, and adoption by our advertisers and media partners of
our expanding solutions; the success of our sales and marketing
investments, which may require significant investments and may
involve long sales cycles; our ability to grow our business and
manage growth effectively; our ability to compete effectively
against current and future competitors; the loss or decline of one
or more of our large media partners, and our ability to expand our
advertiser and media partner relationships; conditions in Israel,
including the ongoing war between Israel and Hamas and other
terrorist organizations, may limit our ability to market, support
and innovate on our products due to the impact on our employees as
well as our advertisers and their advertising markets, our ability
to maintain our revenues or profitability despite quarterly
fluctuations in our results, whether due to seasonality, large
cyclical events, or other causes; the risk that our research and
development efforts may not meet the demands of a rapidly evolving
technology market; any failure of our recommendation engine to
accurately predict attention or engagement, any deterioration in
the quality of our recommendations or failure to present
interesting content to users or other factors which may cause us to
experience a decline in user engagement or loss of media partners;
limits on our ability to collect, use and disclose data to deliver
advertisements; our ability to extend our reach into evolving
digital media platforms; our ability to maintain and scale our
technology platform; our ability to meet demands on our
infrastructure and resources due to future growth or otherwise; our
failure or the failure of third parties to protect our sites,
networks and systems against security breaches, or otherwise to
protect the confidential information of us or our partners; outages
or disruptions that impact us or our service providers, resulting
from cyber incidents, or failures or loss of our infrastructure;
significant fluctuations in currency exchange rates; political and
regulatory risks in the various markets in which we operate; the
challenges of compliance with differing and changing regulatory
requirements; the timing and execution of any cost-saving measures
and the impact on our business or strategy; our ability and the
time required to consummate the transaction to acquire Tead (the
“Transaction”); our ability to successfully integrate Teads's
operations, technologies and employees and to recognize the
anticipated benefits and synergies of the Transaction, including
the expectation of enhancements to our services, greater revenue or
growth opportunities, operating efficiencies and cost savings; the
potential impact of the announcement or pendency of the Transaction
on ongoing business operations and relationships, including our
ability to maintain relationships with employees, customers,
suppliers and others with whom we do business; the amount of costs,
fees, expenses and charges relating to the Transaction; the
initiation or outcome of any legal proceedings that may be
instituted following the announcement of the Transaction; and the
risks described in the section entitled “Risk Factors” and
elsewhere in the Annual Report on Form 10-K filed for the year
ended December 31, 2023 and in subsequent reports filed with the
SEC. Accordingly, you should not rely upon forward-looking
statements as an indication of future performance. We cannot assure
you that the results, events and circumstances reflected in the
forward-looking statements will be achieved or will occur, and
actual results, events, or circumstances could differ materially
from those projected in the forward-looking statements. The
forward-looking statements made in this press release relate only
to events as of the date on which the statements are made. We may
not actually achieve the plans, intentions or expectations
disclosed in our forward-looking statements and you should not
place undue reliance on our forward-looking statements. We
undertake no obligation and do not assume any obligation to update
any forward-looking statements, whether as a result of new
information, future events or circumstances after the date on which
the statements are made or to reflect the occurrence of
unanticipated events or otherwise, except as required by law.
About OutbrainOutbrain (Nasdaq: OB) is a
leading technology platform that drives business results
by engaging people across the open internet. Outbrain predicts
moments of engagement to drive measurable outcomes for
advertisers and publishers using AI and machine learning
across more than 8,000 online properties globally. Founded in
2006, Outbrain is headquartered in New York with offices in
Israel and across the United States, Europe, Asia-Pacific, and
South America. To learn more, visit www.outbrain.com
Media Contactpress@outbrain.com
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