The challenge for virtually any brand is to receive any clients. Getting anyone to buy your product can be considered an achievement unless you have a revolutionary product that solves a widely-held need or function in a non-crowded marketplace.
You’re going to need to attempt and make a set of people that keep coming back and perhaps even urge one to others as soon as you get some customers.
If you succeed in creating a core audience, the question becomes : do you try and market to a wider audience to try and bring in people that are new or do you drill your efforts down?
Imagine if you could discover individuals that match this group?
This is the problem that Outbrain has put out to solve for marketers. The company has introduced its Outbrain Lookalike Audiences merchandise, which looks to join advertisers to individuals who ‘look comparable’ to their customers.
What is meant by ‘look similar’ is individuals with ‘demonstrated interests and behaviors’.
‘Outside the walled garden of social websites’
Outbrain tracks countless articles consumption interactions allowing for an understanding of behavior and their interests .
Outbrain data scientist Moran Gavish explained:
“A marketer (such as – an internet merchant) delivers Outbrain a listing of invaluable users, such as – consumers that have made a purchase, not through Outbrain. We use machine learning models, such as matrix factorization, decision trees and logistic regression to characterise these users’ content pursuits. Such pursuits (we call those ‘attributes’. There are tens of thousands of those) may incorporate the main content classes they read rather than likely to see, publishers they see rather than very likely to visit, personas and businesses they’re interested in etc.. Using these models we identify instantly a user which isn’t included in the marketer’s list, but like those users, and recommend them with campaigns by that entrepreneurs.”
Outbrain wish to be able to be hit ‘out the walled garden of social websites’ to find individuals with the propensity to become clients.
“Lookalike Audiences are most frequently associated with social media, but a significant gap exists between what we read and what we talk about with friends, “stated Dr.Ronny Lempel, Vice President Recommendations Group in Outbrain.
“Outbrain Lookalike Audiences allow brands to tap into this international phenomenon and expand their reach to new audiences that are really interested in what the new has to offer, thus complementing their efforts beyond search and social.”
