Hello everybody and thank you for being with us again. Today, Jorge Martinez, the Head of Publishers at Outbrain in Spain is joining us to talk about consumer saturation and content. Thanks for being us, Jorge. Pleasure. We are very lucky today to have him because working in the biggest content recommendation platform in the online world, I think we can shed new light on the very difficult issue of competing for people's attention in this wild ocean of content. So, very straightforwardly, Jorge, why don't we kick off our chat by asking you a very simple or not so simple question. How does Outbrain work around this feeling of I cannot read anymore? I can't find interesting things. Well, I think that, first of all, within about some features of the current situation, the readers of our society, it could be the imperfect communication. I mean, we're constantly, well, SMS. We are receiving a lot of inputs, a lot of information during the day. Every minute or second. Yeah. Where's my phone? Also multitasking. We are in different devices all the time. Also we live in an ocean of immediacy of everything is now. So, it's very difficult to get the message to the reader in this wide option. I mean the, cost for opportunity is huge. You receive a lot of impact. So, it's difficult to hunt, to be the attention hunter to these readers. So, well, within about this challenge that it will be the important challenge that it's to be able to take the attention of the reader. Where is the attention? How could we misread attention? Attention is time. If I'm three hours in a social network or if I'm watching TV or I'm reading a book. So, what is time? Time. Money. Time is life. What is time? Time is life? Maybe this is a very difficult question or not. Well, but life is emotion. Life is our memories, the things that motivates our self, so life is the. The people we love, the places we've been and the memories we keep. If we close the circle, it would be if you want to to take the attention of that reader, you need to link, you need to connect these articles, these contents with the things that these people likes. I mean, if we are able to connect these interests of the reader with the things that motivate themselves with these kind of stories, it would be the way of attracting. For this purpose, like in almost any brand content effort, so the first step is knowing the audience. You do this I believe through a very complicated algorithm and metadata which enables you to understand immediately millions of users. Yeah. You and me could be reading the same article. But probably there's going to be some story, some content recommendation that could be very suitable for you but not for me. That's the idea of trying to make this recommendation in a personalized way, trying to make that personalization of contents in order to get the attention of each reader for the digital paper. Well, it's true that now the cost of opportunities very huge. I mean, there are a lot of different points of attention. I mean, there are a lot of message. The reader receive a lot of inputs and the good brand content, the successful brand content is going to be that kind of stories that could connect the reader with their most important interest. People we assume, ad there are many facts which support this statement, people tend to ignore online ads. First, before please respond and then I will. Yeah. I mean the traditional advertiser, if you go maybe 10, 15 years ago in the beginning of Internet, there were some very cool example in. Do you remember the pop-unders? It was very aggressive advertisement. Absolutely, I do. Yeah. This kind of advertisement right now, there's no more. This practice of pop-unders and this kind of format. It's all native now supposedly. Not only native, but it's true that in the next years, it's necessary to be suitable for the readers, we need to create something that makes some kind of engagement. I mean, you cannot say this, the readers with very aggressive formats. We need to tell them some stories, tell them about the stories, the interests that they really appreciate because if we try to do in an aggressive way, as maybe happened in the beginning of the Internet publicity 10, 15 years ago, is going to be very hard to take attention because it's very easy to go to other story that could connect in a better way with you. If I'm the reader, I have three different options to choose. In one way I'm receiving a story, I'm interested in a story about something that I really appreciate or I really like and in other way I have buy, you have to buy this product. This is not the way. What's the point? It's not the way of communicating. I think that in the next year is going to be more focused on native, on brand content, really good stories to make the engagement with the readers. Newspapers are your main focus of interest in Outbrain? Yes. TVs also. But you work a lot with newspapers. Do you foresee a time in the next 10 years in which online advertising may sustain newspapers? Well, that's a very good question. I strongly believe that journalism is one of the most important pillars of a democracy. So, I couldn't imagine a society without journalism, without journalists. So, I think that we will read news, we will read papers. I mean, how is going to be this future paper, this digital paper? Well, right now, there are some successful cases of some company, some digital papers that are 100 percent pure digital and what is really disruptive is trying to move on the model of paper to the move these way of reading news that we have until now to a new digital era. But the revenues, how could they be profitable? Well, there are some cases, for instance, New York Times now, to their subscribers, they are offering crossword service that they have seven dollars per month, $40 per year and they have million subscribers. So, something like that. Maybe 10 years ago, if we think that New York Times was going to give this service and some people was going to pay. Yeah. It seemed utopian. Yeah. I think that we have to be very open-minded because there are a lot of things to come in next years. But I think that papers are really important, are really necessary for a society. Journalism, journalists are going to be there and maybe the way of the readers get access to the news, maybe it's different. Maybe they create new ways of doing that. But it will be there, and at the end is also important. I think that was in the movie of The Post that say Katharine Graham something like, I don't remember exactly but it was something like, the only way to do journalism of quality is with journalist quality. I think at the end, we need journalism. Quality journalism is not cheap. Yeah. Of course. I agree completely with your thoughts here and one of the problems of our society is that people have suddenly come to understand that journalism is a badly paid profession and that's okay and that it's all for free. We don't have time now to continue talking about this but please stay with us because we want to use your knowledge a bit more. Okay? Perfect. Thank you very much. Thanks, Pedro.
