Outbrain Expands Lookalike Audiences Offering to Self-Serve Marketers

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Expansion builds on initial success with conversion rates increasing by 45 percent

Outbrain, the world’s leading premium discovery platform, today announced the expansion of its Lookalike Audiences product to all managed and self-serve customers globally via the Amplify dashboard. Lookalike Audiences helps marketers find and engage with new people who “look like” existing customers and converters which helps scale audiences and drive action. Since launching the feature to select marketers in March 2017, Outbrain clients have seen conversion rates increase by 45 percent and cost-per-action decrease by 30 percent.1

The global rollout of this product enables all marketers to add dramatic scale to their Outbrain campaigns by leveraging Outbrain’s proprietary technology to find users who are similar to a brand’s existing customers. By modeling the interests of user characteristics such as content consumption patterns and demonstrated interests, and marrying this with Outbrain’s user interest graph data, Lookalike Audiences is a powerful way to connect brands to new customers and prospects.

Tyler Lombardi, Display Advertising Manager at Money Map Press said “Lookalike Audiences have given us three distinct advantages over our competitors still just running run-of-network (RON) traffic. We see about a 75 percent increase in conversion rate on Lookalikes so we can spend 75 percent more per click than we otherwise would have been able to and still meet our most important KPIs. [And,] we can find prospects on sites and sections we would normally quickly exclude.”

“Lookalike Audiences allows us to add scale by reaching highly valuable users. We know these audiences will engage with our content because Lookalike Audiences allow us to build audiences that are similar to our existing high-performing audiences,” said Ziv Jonas, Co-Founder at content platform Shinez.

Lior Charka, Outbrain’s Head of Marketer Products, said “Lookalike Audiences gives brands the ability to speak to new users who are likely to be interested in their messages. We’ve seen tremendous excitement from our managed customers about the product thus far, and expanding Lookalike Audiences to our self-serve customers now gives all of our marketers the ability to scale their campaigns.”

1Outbrain internal reporting

About Outbrain
Outbrain is the world’s leading premium discovery platform, bringing personalized, relevant online, mobile and video recommendations to audiences while helping publishers understand their audiences through data. Outbrain serves more than 275 billion personalized recommendations, reaching nearly one billion users every month across the globe. Some of the world’s most well-recognized publishers utilize the Outbrain platform including CNN, ESPN, Meredith Corporation, Fox News, The Guardian, The Telegraph, New York Post, Sky News, TF1, Condé Nast, Bild, Orange, and L’Equipe.
Founded in 2006, the company is headquartered in New York with a presence in the U.S., U.K., Germany, France, Spain, Italy, Singapore, Japan, Australia, Brazil, and Slovenia. To learn more about Outbrain, please visit http://www.outbrain.com and follow @Outbrain on Twitter, Instagram and Facebook.

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Dori Busell
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