Outbrain, which touts itself as a content marketing & discovery company, is one of the biggest (if not the biggest) native advertising companies. Outbrain, just like its rival Taboola was originally founded in Israel (now based in New York) in 2006, has seen double digit growth since last few years. This growth is one of the key factors fueling the recent growth in native advertising in general. The company to date has approximately raised $200 million from various private equity sources according to crunchbase.
Outbrain currently has a staff of around 700 employees and has acquired 7 ad technology companies over the years with most notable acquisition being purchase of German native advertising platform Ligatus in 2019. There were talks of a merger between Outbrain and Taboola, the two native advertising giants, in late 2017, however, the merger has not materialized as of yet.
In terms of growth, Outbrain has been seeing massive growth in recent years but one could argue that the growth has reached some level of stagnation in the last year or so. Please take a look at the recent stats for outbrain as measured by us and several third party resources.
Outbrain Traffic Analytics
Presented below are some important statistics from Outbrain native advertising widgets. As you can see from the monthly volume charts, the network offers a huge amount of traffic from tens of thousands of quality websites spread across multiple countries.
The global reach pie chart clearly shows that the traffic is truly global with maximum amount of traffic from United States as one would expect. However, an advertiser can expect pretty decent traffic volume from most countries in South America, Europe and Asia. They are a truly global company in terms of their reach.
The doughnut chart shows the traffic distribution between desktop and mobile devices and as expected three quarter of traffic is generated via mobile devices. This is a trend with most major native ad networks as mobile devices have clearly taken over desktop based PCs.
Outbrain Advertisers and Publishers
All the major global news & media companies run either Outbrain or Taboola widgets or both. This is where majority of the traffic is coming from. Therefore as an advertiser you are able to to target the audience by their interest depending on which section of the media/news site the visitor is viewing. The audience interest segmentation offered by outbrain is as follows:
- Home and Lifestyle
- Technology and Internet
- Business and Finance
In addition, you can target by geo, device and specific publishers as well.
Considering the nature of the publishers, advertisers focused on content marketing usually thrive on Outbrain. In addition, you see advertisers promoting gaming, health and beauty products, financial products, physical products and mobile apps on Outbrain. For the best ROI, however, the pre-sale landing page needs to be rich in content.
Here are the top advertisers and publishers for Outbrain:
Top Outbrain Publishers
|cnn.com||News & Media||7.1%|
|msn.com||News & Media||4.9%|
|bbc.com||News & Media||3.7%|
|elpais.com||News & Media||1.2%|
|sky.com||News & Media||1%|
|krone.at||News & Media||1%|
Top Outbrain Advertisers
|editorchoice.com||News & Media||2.1%|
|directexpose.com||News & Media||0.95%|
Outbrain CPC Bids & Technical Specifications
The minimum cpc bids on Outbrain is at $0.03 However, you will not be able to get much traffic at these rates especially from tier 1 and tier 2 countries. Expect the bids to be in $0.1 to $0.5 per click depending on your target.
Here are detailed important specifications:
|Recommended Image Size||1200x800 pixels|
|Title Length||100 characters|
|Recommended Min CPC Desktop||$0.05|
|Recommended Min CPC Mobile||$0.03|
|Location Targeting:||Country, Region, State, DMA, Postal Codes (U.S. & Germany)|
|Device Targeting||Desktop, Tablet, Smartphone|
|Maximum Ads Approved||40-50 ads per account per day (No more than 10-15 ads per URL)|
|Annotations (Circles or Arrows Images)||Allowed|
Website: Outbrain Main Page
Outbrain Login: Outbrain Login Page
Outbrain Guidelines: Outbrain Advertiser Guidelines