Hello everyone. We are again with Jorge Martinez, Head of Publishers at Outbrain Spain. Thank you Jorge once more. Thanks Pedro. These people should have a clear idea, not only about attracting people's interest, but also about the most difficult part which is maintaining the people's attention. I'm I correct? Yes. I guess that is a struggle for everybody who deals- Yes, that's the most important, once you have the attention of that reader, how you can maintain this reader in your side, with the article that could be considered attractive for these readers. That's really our challenge. Well, I think the way of doing is trying to connect their interests, depending on the profile of that reader, with the things that they consider important for them. You have to provide this kind of content, these kind of recommendations, in order to link these interests with your recommendations. So, it is important offer new things. I mean, your discovery as we told before. Discoveries, that, I mean, is that magic moment when you discover something that you didn't know. I say, I am reading this morning the newspaper, the sports or political news and there are some kind of recommendation that are very close to me because there are something that the same interest that I could have. I am going to read, I am going to spend time with this content. The deeper is the knowledge that we have about that reader, if I know that you have been not just five-minute, 20 minutes reading that paper, in this kind of article related to sports, music, I'm going to know that what you decide to read, is that kind of music articles. Of course. That is the way we have to push, trying to connect, try to link these interests, these things that are motivating the reader to their contents that are suitable to the reader. The appearance of new formats, basically what we call globally branded entertainment formats, to engage with users on a different level. Do you also use those for newspapers as compared to more traditional brand journalism genre? Yes, in fact. We have- From outside, one could think that a good planned film for instance or a good game is an easier way of keeping people hooked to our content for a longer time span. We've been working with a new format called as smart fit, that, well, it could be also in desktop and tablet but it's really what is performing very well is on mobile. We have made some tests with [inaudible] and with more newspapers. The idea is to offer at the end of the article, organic and brand recommendations to the reader. I mean, if I am reading the newspaper and article, five minutes in this article, I can find a fit with a lot of other recommendations that could be not only brand but also organic from the same side or their sites of the media group as we told before about reader, etc. The idea is that that reader that was going to be just for five minutes, just for one article is going to be at the end, I don't know 10 minutes, 15 minutes and at the end is going to be reading four articles, five articles, create more time. I mean, we are taking their attention and this attention is translated into time. We said also in the beginning of our conversation that how could we miss their attention? Well, attention is time. Yes, its time. Well what we say that time is life and what is likely some more difficult. But okay. Too broad for this course. Too more philosophical? Yes. Well, but what is true is that if we are able to take this attention, this attention is going to be translated in more minutes. So, a smart fit, what it is doing is creating more recommendations, organic and brand recommendations into the feed. It will be like a similar experience when you are in a social network consuming info, info, info. But the opportunity for the newspaper is, I mean, if I'm in a newspaper, I wouldn't like that the readers read my newspaper, my news into a social network because it does not make sense because you are assuming the cost of the journalists. Yes. You are assuming the costs. Then, you're going to be read in another platform. You need to take your readers to your site and you need to maintain the attention of the reader on your site. If the average time that a reader is on these, but it is the minutes 50 minutes, the challenge is with smart fit, with these new formats, this new way. To increase that permanence. Yes, to increase that attention. To increase the time that the user is reading these articles and obviously and the most important thing is increasing engagement because one of the most important thing we say internally is that our boss is the reader. Yes. Nobody will publish the newspapers also-. I think a newspaper as they say the same now. But the reader is really-. That is the key to biggest cultural change in centuries. You have to seduce them. I mean, the approach in order to keep the attention and to maintain attention, have to be with some kind of content, that are suitable to that person. If you are offering me something that I do not really like, I have what we told so before I have a lot of other opportunities to consume content because we are receiving constantly a multi-device, we are multi-tasking, we are replicate communicating. So, if you want that I remain on your site reading your articles, you have to give me the best content, well, the best content for me. That could be the idea. Maybe for him, the best content is other different thing that- Especially him. [Laughter] That's the idea. I try to recommend to everyone the thing that they want to read and increase engagement. So, I understand your point about how some content that works for you but does not work for me, In your constant fine tuning of these personalized recommendations you do at Outbrain, that's the distinction between different sub-genres of bundled content. So, for instance, brand journalism, brand content, brand entertainment make sense for you? For your work? Do those help or do you just include them all in the same chapter? Yes. In my opinion, I think that brand, you said brand journalism? Yes, for instance. I think that it could be maybe more focused in our B2B experience, many of you are. Some companies that want to communicate some kind of service but they are provided to other companies. I think that it could be, that could be the way of doing brand journalism more on the side of B2B than about brand entertainment, I understand that there is more focus on the final consumer. I mean, the approach of a company that wants to send a message to the final user, to their potential customer. That will be the way of do that. Yes, but of course working in newspaper sites, you don't find that distinction very important. Yes. Yes. Sometimes it is very unclear. Sometimes it just depends on the viewer, I think? Yes. Yes, it could be. Also, there are some kind of products that could be B2B but also it could be interesting for an individual customer. Yes, from a B2C perspective. Yes. Yes, but I think that would be brand entertainment, more focus on the final consumer and brand journalism, more focus on B2B. Services? Channel. Thank you very much Jorge. Thanks. Thanks Pedro. It's been a pleasure. No we free you. It has been a real pleasure. Thank you very much. See you soon hopefully.
