HOST BROWSING BUSINESS MODEL
SEARCH INDUSTRY REVENUES
There are three basis ways to deliver a user to content.
The first is to get them to actively search for it on a search engine such as Google Yahoo or Bing.
The second is to "discover a content link" or to stumble onto content via a link on a
website, an e-mail from a friend, or a link shared on Twitter or Facebook.
The third is by using a curated web discovery Internet guide (Like Us) who can guide, refer and accompany users to content and websites.
It adds a sense of continuity to web viewing and provides users with additional information, referrals, tips and endorsements.
This year, Google will generate $57.8 billion in total digital ad revenue worldwide, an increase of 9.0% over last year. Google’s ad revenues represent 30.9% of the total worldwide digital ad market.
On the display side, Google is second to Facebook. It will generate $10.23 billion in display ad revenues worldwide this year, or 12.3% of total display spending.
Viewers love Video in both desktop and mobile ad platforms.
YouTube ad revenues grew 40.6% last year, reaching $4.28 billion worldwide. In 2016, the social video site is expected to reach $5.18 billion in net ad revenues, for growth of 21.1%.
This year on mobile, eMarketer forecasts Google will generate $34.11 billion in net ad revenues worldwide, a jump of 40.3% over 2015. Next year, net mobile internet ad revenues will reach $42.41 billion, a 24.3% increase.
Web Discovery Platforms
In addition to search and You Tube resources there are also a number of platforms that provide web discovery services.
In recent years, web discovery platforms have gained traction as smart ways to cut through the noise of the web and gain the attention of some useful web traffic.
End-users are growing smarter as well, making traditional banner ads less efficient for conversions. Our human eyes are now trained to ignore banner ads and can dismiss annoying pop ups. Marketers are forced to find more appealing ways to engage their traffic and new trends such as native ad networks and other content discovery strategies are a great way to keep up conversions.
Before discovery platforms emerged, getting native ads displayed on certain websites posed a significant challenge to marketers.
Discovery platforms are one of the biggest forms of marketing underutilized by businesses looking to increase their traffic or grow display ad revenue.
Search engines may have changed the world by enabling people to find any and all kinds of information, but how can someone discover something new they may like if they don’t already know to look for it?
Here are a few of the top performing discovery platforms:
Taboola is the world's leading content discovery platform, serving 360B recommendations to over 1B unique visitors each month on the web's most innovative publisher sites, including NBC, USA Today, The Weather Channel, Tribune and Fox Sports. Taboola earned over $200m in revenue during 2015.
Outbrain is an advertising company. It uses behavioral targeting to recommend articles, slideshows, blog posts, photos or videos to a reader, rather than relying on a more basic "related items" widget. The sites with the recommended articles pay Outbrain for this service, and Outbrain pays the site on which the links appear. Outbrain's promoted articles are found on more than 35,000 websites, and serves over 250 billion recommendations and 15 billion page views per month. Outbrain's recommendations reach over 87% of US Internet users. They earned over $260M in revenue in 2014.
Zemanta is a private company whose main product is an enterprise platform for content marketing. It's 'Zemanta One' platform utilizes real-time bidding (RTB) to help brands, trade desks and digital agencies promote marketing content to global audiences.
StumbleUpon is a discovery engine (a form of web search engine) that finds and recommends web content to its users. Its features allow users to discover and rate Web pages, photos and videos that are personalized to their tastes and interests using peer-sourcing and social-networking principles.
Curated Browsing or Web Discovery
Host Browsing offers added benefits to people who are searching the Internet.
1. They can choose a guide that they like. The guide can be a celebrity, a radio, TV or Podcast Host, or an expert who knows how to explain more about the sites that the user is guided to.
2. Viewers are enamored with celebrities. They like to see the personal side of famous people. They also like to see what products the celebrities like to use and generally appreciate a recommendation or referral.
3. The guide travels with the viewer to each recommended site on the tour and provided a new kind of continuity between visited web pages.
4. The guide can also accompany the user to multiple pages within the destination site.
5 The guide will continue taking the user to subsequent websites containing the same content material dramatically driving revenues.
It's an overall more engaging user experience and more relevant information is imparted.
How it works
Introducing the Interstitial video browser also know as the "what you can do" box.
The What-You-Can-Do (WYCD) box is an advanced, voice-activated interactive control that allows the viewer to interact with the web page by speaking or clicking what he wants. It consists of a banner, an MP4 video payer and a relevant navigation tool.
As the user speaks or clicks the navigation items, the voice browser moves to the corresponding next video
to simulate a normal conversation. At the same time, a new web page is automatically pushed into the browser.
Finally, a sophisticated billing and tracking system bills the advertiser for the click/content and pays out a revenue stream to publishers, content providers, and the advertising agents who acquired the advertiser.