Outbrain Study Identifies Fluctuations in Content Discovery Across Leading Online Publishers1
New Report Tracks Reader Engagement, Influence of Search and Social Across More Than 150 Top-Tier Sites in Q2 2011
Outbrain, the leading content discovery platform, today released its Content Discovery and Engagement Report for the second quarter of 2011. Outbrain helps facilitate content discovery across more than 150 of the top online publishers, with data culled from more than 160 million reader sessions across those properties highlighting trends in how readers are accessing and engaging with online content.
Outbrain’s inaugural Content Discovery and Engagement Report was released in Q1 2011, and serves as a benchmark against which the company was able to identify important fluctuations in referral traffic to content sites. Since the first quarter of this year, Outbrain’s network of premium publishers has rapidly grown and now includes The New York Times Media Group, The Atlantic, MSNBC, The New York Post, AllThingsD and Mashable, resulting in an even more holistic view of content discovery and reader engagement at leading sites across the web.
Key findings from the report include:
•While Google remains the number one external source of referral traffic, their relative share traffic dropped by 5.5%, from Q1 to Q2
•Content sites are the largest referrers of traffic to other content pages, accounting for 56% of referrals; followed by search at 37% and social at 7%
•Twitter refers more traffic than Facebook across all content verticals
•Technology content receives the highest share of social traffic of any vertical pointing to the tech-savvy nature of social media users
•News and Sports content receive the lowest percentage of their traffic from social sources
•Content discovery varies across different regions -- comparatively, North American readers are referred to new content via other content sites more than any other region and readers in South America use the social Web for content discovery, more than the rest of the world
"With our second report, we’re able to provide a compelling look at fluctuations in traffic referral and reader engagement across some of the leading destinations online. Our hope is to leverage our unique data to paint a picture of macro-level trends in content consumption over time," said David Sasson, Outbrain COO. "As Outbrain expands on a global level, we’re able to introduce additional metrics into our report and evaluate international trends, comparing reader behavior across continents."
Outbrain helps online publishers better engage readers by placing tailored content recommendations on individual Web pages to increase site traffic and revenue. The company also provides marketers with a platform to promote their own content alongside publisher editorial. The Q2 report is the second in a series of quarterly reports from Outbrain.
The full Q2 Content Discovery and Engagement Report is available for download at:
Outbrain (www.outbrain.com) is the leading content discovery platform, reaching a highly engaged audience through distribution on top publisher sites, including USA Today, AllThingsD, MSNBC, The New York Post and The Atlantic. Outbrain provides publishers a service for recommended links to increase traffic and generate revenue, and marketers a way to distribute their content alongside publisher’s own editorial recommendations. Outbrain acquired content recommendation platform Surphace (formerly known as Sphere) in February 2011. Founded in 2006, the company is headquartered in New York with offices in London, Los Angeles and Netanya, Israel, and is backed by Carmel Ventures, Gemini Israel Funds, GlenRock Israel, Rhodium and Lightspeed Venture Partners.