Taboola Partners - Introduction To Taboola
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This is part 1 for the "All Things Taboola" series in which we'll cover everything you need to know about our discovery platform. Why this is the best thing for your agency and how to pitch it to your clients. Join us and become an expert in a few steps. Speakers: Lena Chudasam, Sr. success manager at Taboola, Christophe Butlin CEO of Stringo media and Jonathan Riftin, Taboola Partners lead
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Taboola Partners - Introduction To Taboola
- 1. All Things Taboola Part 1 Introduction
- 2. Our presenters for today • Chris Butlin • CEO at Stringo Media • Lena Chudasama • Success Manager at Taboola • Jonathan Riftin • Taboola Partners Lead • @ryonatan
- 5. The User - State of Mind “I want to engage with my friends” Search “I want to find information about a specific product” Discovery “I want to consume content” Social
- 6. You Have Seen Us Before: On Mobile Enabling people to discover content at that moment when they are most likely to engage
- 7. Desktop - Homepage Section You Have Seen Us Before: On Desktop
- 8. Demo Time
- 9. Taboola’s average ad CTR is 10x higher than display ads Taboola Placements “bust” Banner Blindness
- 10. Powering Billions of Moments of Discovery Across the Globe 42%1B Monthly Unique Users Globally 88% US Mobile Internet Users Reached WW Internet Desktop Users Reached 1.35B Monthly Clicks Average monthly recommendations, 11/2016 Canada Japan Korea China Brazil USA Australia 5B UK Germany France India Mexico 1B 10B 11B 22B 8B 22B 21B 0.8B 2B 1B 107B
- 11. 10B+ Recommendations a day on many of the world’s top publishers News | Business | Finance Entertainment | Lifestyle Tech
- 13. Brand Awareness & Storytelling Your brand’s story is important. Continually driving brand awareness will keep your message strong and ultimately drive more sales. Taboola can help with brand amplification and storytelling by displaying your content at the right moment to users in “discovery” mode.
- 14. How Can Help You?
- 17. Drive Leads & Conversions Taboola is helping thousands of advertisers move their business forward by driving new leads and conversions. We can help you reach your goals by tracking and optimizing for leads and conversions. Product Purchase Newsletter Signup Add to Cart
- 18. Case Study | Education Online Language Learning Provider Goal Distribute Babbel’s rich content to new language learners and have them convert into paying customers. Solution Use Taboola and to target their humorous Results 22% Increase In New Marketing Leads 100K Leads Per Month
- 19. Drive Page Views MORE and MORE Page Views Creating content takes a lot of work! You want to make sure visitors are sticking around and reading it. Search Social Discovery Pages / Sessions
- 20. A massive online booking site implementing a top-of-funnel strategy to draw visitors to its content site viewfinder. x2 28% Increased in average session duration Increase in pages per session Case Study | Travel
- 21. Get more eyeballs on your PR efforts by amplifying 3rd party articles on the Taboola network Extend Shelf-life of 3rd Party Articles
- 22. Drive Video Views Taboola is driving 1M+ video views every month
- 23. Powered by Our Predictive Engine Delivering personalized recommendations by ingesting numerous signals Location InterestsReferral Format Device Social
- 24. Ad Auction Overview Publisher Acceptance Your content will only have the chance to appear on publishers that accept your type of content CPC Bid a higher bid makes your content more competitive* CTR a higher CTR makes your content more competitive* *These two factors work together! A low CPC campaign can still gain significant traction if CTR ishigh (users are very interested in thecontent)
- 25. Targeting • Creative • Geo • Platform • Day-parting • Bidding • Contextual
- 26. B2C Targeting B2B Targeting • Demographic (Age/Gender) • Household Income • Occupation • Lifestyle • Ethnicity • Marital Status • Presence of Children • Job Function • Seniority • Professional Segments • Company Size • Industry Targeting (Basics) • Creative • Geo • Platform • Day-parting • Bidding • Contextual
- 27. • Transparency • Optimization • Reporting & Analytics Comprehensive Platform
- 28. • Click Through Rate • Clicks • Cost Per Click • Cost Per Acquisition • Conversion Rate • Performance by Item • Performance by Platform • Performance by Site • Performance by Campaign • Performance by Country Robust Reporting Tool
- 29. 5 reasons to advertise with Taboola Designed & optimized for conversion campaigns Full transparency and control over content and sites Best-in-class technology Highest levels of service and access to experts Largest discovery platform reaching more desktop users than Facebook Tech ROI Service ReachQuality
- 30. The Agencies Partners Program Benefits:
- 31. Four Reasons to PARTNER with Taboola Product Optimization + Support Promotions Targeting 1 2 3 4
- 32. Why is Taboola good for your agency?
- 33. Trends Are Changing 0 25 50 75 100 125 Jan-16 Apr-16 Aug-16 Nov-16 Feb-17 May-17Sept-17 Dec-17 Mar-18 Jun-18 Sept-18 Jan-19 Apr-19 Jul-19 Oct-19 Feb-20 May-20 Aug-20 Nov-20 Search Trends for Advertising Platforms Source: Google Trends content marketing Google advertising Facebook advertising
- 34. For Performance Marketers You’re all over Search & Social And now what…?
- 35. Taboola Beats Search During Holiday Shopping Season Driving 300% Higher Return For Leading HDTV Retailer
- 36. For PR & Content Marketers (and SEO) You’ve created the content – that’s just half the job. Now boost it!
- 37. Amazing Performance Highest number of page views per session Lowest bounce rate Search Social DiscoverySearchSocialDiscovery
- 38. Scale & Quality Traffic 42%1B Monthly Unique Users Globally 88% US Mobile Internet Users Reached WW Internet Desktop Users Reached 1.35B Monthly Clicks News | Business | Finance Entertainment | Lifestyle Tech
- 39. What Are Agencies Saying? "I’ve been very pleased with Taboola’s performance as a tool within our media arsenal. It has performed very well and supported Tapstone’s unique ability to deliver successful native advertising campaigns for our clients." “All of our clients are extremely results-driven, so it’s essential that we secure the highest quality traffic. Taboola’s performance and ability to scale has played a major role in our clients success.” Christopher Butlin, Founder & CEO, Stringo Media Jonathan David, Founder & CEO, Tapstone
- 40. How Taboola Works With Your Agency Taboola is a new media channel to offer to your clients Compliments your current media plans Intuitive UI that allows for easy campaign setup and launch Christopher Butlin CEO & Founder of Stringo Media
- 41. Key benefits for you and your client • Engaging format helps achieve campaign KPI goals • Transparent data feeds optimization decisions and future campaign plans • High quality publishers create a brand safe environment that scales
- 44. “No Content”
- 45. “I don’t know where I’ll show up”
- 46. “Nobody clicks on them…” 1.3B Clicks a month Taboola’s average ad CTR is 10x higher than display ads
- 47. “How is this different than any other display ads”? Native ads Premium publishers with exclusive deals Targeting algorithm and audience Scale and Reach Brand Safety Transparency
- 48. Picking the right client • Open to experiment with new channels. • Selling High Life-time-value product or service. • Have good content (3rd party, blogs etc.). • Product with no queries on Google (subscription box for sox). • When keywords are too expansive or when there aren’t enough keywords. • Looking for engaged traffic. • Performance oriented that understands attribution and multi touch. • Launching a new product.
- 50. Picking the right client - Open to experiment with new channels - Selling High Life-time-value product or service - Has good content (3rd party, blogs etc.) - Product with no queries on Google (subscription box for sox) - Looking for engaged traffic - Exhausted social budgets - When keywords are too expansive or when there aren’t enough keywords - Performance oriented - Launching a new product
Editor's Notes
- Let’s talk about the user first When searching : he already knows what he wants On social: he’s more engaging with friends and family and the “known environment” Discover: is where he gets to explore NEW things
- Where is this “discovery” you speak of? It’s everywhere! On mobile… Big beautiful placements (use bloomberg)
- And on desktop. On a huge piece of real-estate that is seamlessly integrated into more than 5K publishers
- And on desktop. On a huge piece of real-estate that is seamlessly integrated into more than 5K publishers Optin, choice based
- We tried right rail, above the fold etc. but below the article beats everything else
- Let’s talk numbers to get a perspective on the REACH in the US and globally for our platform
- Its not just reach, its also TOP QUALITY publishers. In different verticals we have fantastic publishers like Hufpost, NBC, NFL, etc. These are exclusive to Taboola – if you want to buy native on Bloomberg, you have to buy Taboola. Multil year deals.
- The combination of Reach + Scale + Premium publishers (=quality traffic) had already attracted thousands of advertisers from fortune top 100, top 500 etc. And they us it for different type of needs: Performance, Brand awareness, PR, Lead gen, Ecommerce, you name it! Take on of each and tell their story Intel – use taboola to help re discover their brand Verizon (DR)– targeting existing users using live ramp Chipotle – PR issues, use taboola for mass audience after E-coli scandal Lead gen – sales force has a niche target audience - syndicate taboola for ebooks Ecommerce – macys , wayfair (signups) , dollar shave club etc.
- Enabling users to discover your content for the first time requires a different strategy than one that reintroduces users
- Grow your traffic & Customer base Reach potential customers across the world’s most popular websites. Engage target audiences naturally, while they’re reading interesting content. “Search in reverse” - Taboola surfaces recommendations for content and products users are interested in, but never knew existed
- Taboola reaches users at the moment they are looking to discover something new, so we can help with driving highly engaged users looking to consume multiple pages of content. A lot of brands look on traffic but taboola looks at post click engagement
- perfect for earned media and social proof Extend the shelf life of an article
- With Taboola’s discovery platform you can drive new and engaged users to your website or digital asset and embed a video of your choice Choice based watching video
- We have a huge amount of first party data that we use for targeting options, and are more advanced than any other platform on the market. We support geo, platform, contextual, vertical and demo targeting, and are pushing the envelop to help ensure we meet our advertisers KPIs and drive the highest engagement and performance.
- Taboola reaches users at the moment they are looking to discover something new, so we can help with driving highly engaged users looking to consume multiple pages of content. A lot of brands look on traffic but taboola looks at post click engagement
- We offer comprehensive reporting – full transparency of our traffic sources, optimizations of creative and performance, full reporting and advanced analytics. We show full impressions by publisher, CTR, by device and item. You can block publishers in real time, upload creative and a/b test down to the item level.
- We offer comprehensive reporting – full transparency of our traffic sources, optimizations of creative and performance, full reporting and advanced analytics. We show full impressions by publisher, CTR, by device and item. You can block publishers in real time, upload creative and a/b test down to the item level.
- Quality - transparency Technology Service, ROI reach.
- Product: special agency product and beta participation (when relevant) Benefits: Vouchers of 200$ for launching Uniqute targeting options (with minimum 1K spend): whitelisting, contextual targeting, 3rd party (b2b, b2c) Service: optimization and ad approvals
- now that you know the basics about the Taboola, I’d like to take some time and talk about WHY Taboola is good for your agency. before that, are there any questions?
- I’d like to start by sharing briefly some interesting trends in the industry. As you can see in this chart that I pulled off Google Trends, we can see that the interest in Facebook and Google advertising is on decline, while content marketing is rising. Now It’s important to understand that content marketing captures many different channels, but what better way to promote your content or products using Taboola network that enbles you to show your content on premium publisher websites around the world as a “recommended article” without even talking to them.
- Assuming you’re a performance agency, doing mainly search or social. Search is limited because of a) people need to search your product or b) its too competitive and the CPCs are very expensive. on Social - it’s amazing because the targeting options are infinite, but the maintenance and the scale are very limiting. Traffic on social is mainly mobile, and we still see low conversion rates on mobile, while with Taboola, there’s amazing reach on desktop.
- here’s a great example of how discovery complements a search campaign. 1 - get users from Taboola to your site, either educational or product page. 2 - use remarking for search with broad KW and now your audience is more qualified.
- It’s not easy getting an article published or that blog post on MOZ. After the first day circulation, the shares on social networks and email lists had died down, you can still promote your 3rd party content on Taboola and this will extend the shelf life and bring more eye balls to your story.
- The are already established media channels that are offered in every media plan. Advertisers want something new / something that performs / something creative. An additional tool in your belt that actually performs. Carve a some budget for native and I promise you the next media plan you will only want more - provides a massive lift in search and display retargeting Of course Taboola has hands-on client solutions resources, but the UI is also self-serve - allowing you to launch/optimize without “waiting”. Clean and simple to use while still allowing you to dive deep into data for optimization.
- Push vs. Pull vs. Discovery - How we moved from display to native - increased landing page engagement lower acquisition costs The publisher list is more than impressive - aligning your brand with their quality content creates a positive user experience Again the UI is simple (not a huge learning curve), but the data provided with allow you to optimize on a granular level.
- You’ll be on the same publisher that we run apple on and banc of america and walmart