Less Annoying, More Engaging: Publishers Drive Revenue with Video in Taboola Feed

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Everyone—publishers, brands and audiences alike—want video, and the industry is responding. By 2019, brands and agencies will increase budgets for video promotion, and those that watch video content will spend more time online than in front of the TV by 2020.

Our industry has traditionally faced challenges servicing this demand. The way the majority of the industry does video now is frankly, annoying. Disruptive ad units are found on publisher sites around the web that are harming your audience’s experience.

And then there’s video quality, but do we have enough of it to satisfy consumers? Until now, it’s been hard to bridge the gap between branded video and publisher audiences. A recent report from eMarketer, talks about how this disconnect between supply and demand has left many brands and agencies with unspent budget, waiting for an opportunity to promote their video content.

We’ve solved these issues. Less annoying, more engaging—introducing video in the Taboola Feed. We’ve brought a high-quality video experience to the open web within a nondisruptive infinite scrolling experience, much like a social newsfeed.

Taboola Feed lives at the bottom of the article and offers infinite space for video content in an environment where users are more likely to engage—in Feed, user experience and user engagement are just hands down, better.

The NY Daily News is already seeing results with video in feed.

We’re already getting feedback from publishers that Taboola Feed is working—these components of a better user experience and quality video work.

When we launched Taboola Feed, we did it with Grant Whitmore, Executive Vice President of Digital at the New York Daily News (NYDN). Our Feed partnership with them was the first, and it has allowed us to explore Taboola Feed’s impact on consumers and measure how they engage with NYDN content.

“As a publisher that publishes nearly 200 pieces of content a day, we think that this is a great way to mingle discovery in our own platform,” Whitmore said.

“As we’ve activated Feed on the site, we’ve seen some pretty outstanding numbers. For those of you in the room, who are in fact Taboola clients, your revenue will go up.”

– Grant Whitmore, Executive Vice President of Digital at the New York Daily News (NYDN)

They’ve continued their partnership, and are looking forward to expanding their relationship with us as in-feed options grow and evolve.

Better UX, engagement and viewability all in one package.

Our video units at the bottom of the article are engaging users so well because the mindset of a reader at the bottom of an article is different. They’re looking to discovery something new, and are more likely to pay attention to sponsored video—especially when it’s their choice, and not a disruption of their experience.

Taboola Feed’s video format also enforces quality. Units like in-stream ads steal away a audience’s attention. In-feed video must earn the attention of a user, and works because the format is opt-in. This creates an incentive for brands to create content that is valuable for the reader—telling a story rather than shouting a message.

Video in Taboola Feed is revenue for publishers with a safe, premium environment to run this video. They see on average three to six times more revenue than a display ad in the same placement, seriously increasing their revenue per mille (RPMs).

It’s highly viewable—delivered through a large unit that spans the width of the main article container on desktop and mobile. Industry research from eMarketer shows that these larger units earn upwards of 85% viewability rates, while smaller 300×250 banner placements are seen by less than 20% of page visitors.

With content discovery and video in Taboola Feed, publishers can give both users and advertisers what they want, and more than double their revenues in the process.

Taboola is the world’s leading content discovery platform, serving 360B recommendations to over 1B unique visitors each month on the web’s most innovative publisher sites. To learn more about how Taboola can help you, contact us.