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A long time ago, marketers had an information problem. It didn’t move very easily. Here’s how content marketing’s history has progressed.
These are the most popular KPIs for our performance marketers, and exactly how you can use your Taboola campaign data to best optimize, and hit your goals.
The article below originally appeared in Masterclassing on October 24, 2016. The online video market is booming: According to eMarketer, brands are on track to double the amount of money they spend on digital video promotion by 2019. As consumers spend more time on their phones and laptops, brand advertising dollars are shifting from TV accordingly and marketers are looking for the best way to distribute their videos across the web. Pre-roll advertising may have been the logical first step for brands as they translated 30-second TV spots onto the digital web, but such formats have proved ineffective at actually reaching an engaged audience. Innovative online marketers are instead experimenting with new formats that are “native” to the page, existing side by side with relevant content, rather than interrupting it, while providing value to users and advertisers alike. In the realm of online video, native has proven to be one of […]
The article below originally appeared in ThinkDigital on October 19, 2016. Taboola, the world’s leading discovery platform, today announced its exclusive partnership with TDG, the leading Media & Ad-Tech player in Central Eastern, South Eastern Europe & MENA. The collaboration integrates Taboola’s existing platform with TDG’s network of locally operated websites in CE and SE Europe with the first countries to launch being Cyprus, Greece, and Romania. The deal makes TDG the go to point for local advertisers looking to expand into native advertising. Leading marketers and publishers around the world use Taboola’s discovery platform to help distribute their content and monetize their traffic. Powered by predictive algorithmic technology, Taboola delivers personalized content recommendations on some of the most innovative sites around the web through high-impact placements alongside editorial, across all devices. The partnership marks an important stepping stone for content recommendation, as Taboola brings its technology to two of […]
Do banner ad designs, including impressive size, bright colors, animation, etc., get more clicks? In the literature, there are two main views on banner ads: The distinctiveness view: Banner ads are distinct from their surroundings, and therefore will automatically attract people’s attention. The banner blindness view: People have developed a blindness mechanism to automatically avoid such ads, and therefore these designs are ignored even if their content is consistent with people’s needs. So who’s right? Sun, Lim, & Peng (2013) proposed an evolutionary perspective in which banner ads have initially gotten a lot of clicks, but because of the negative experience that users have had when interacting with banner ads — such as feelings of irritation, distraction and intrusiveness — users have developed an altogether blindness to them. Have you ever taken a huge bite out of a delicious looking apple, only to realize that the apple was gross and […]
Here are a few pointers that can help marketers and publishers unlock the full potential of native advertising, without sacrificing efficiency or scale.
If we all agree advertisers need to shift budgets from TV to online – because that’s where their audiences have gone to engage – what’s the hold up?
What is content discovery? Content discovery is the process of finding something––be it information, entertainment, etc.––online across websites, blogs, social media, and more. One of the biggest questions we hear at Taboola is how our platform is different from PPC on search and display networks. We’ve found that there’s a very simple way to approach this topic: It’s all about discovery. On search, for instance, audiences are typically looking for something in particular. By advertising through Google AdWords, you’re generally positioning your company to provide a very specific answer to a question. By advertising through display, you’re likely delivering a healthy dose of product-related messaging. When it comes to Taboola, however, none of these dynamics apply. Audiences are likely in-the-moment, looking to discover great content, new topics, and sources of entertainment. As a result, there is a strong opportunity for brands that are looking to build long-term relationships with new […]
When I first met with Jon Steinberg, we had a meaningful disagreement. But much like in life, that disagreement has evolved into an especially strong partnership (and friendship). I was already impressed by Jon’s previous work at BuzzFeed where he became known as the “Godfather of Native,” monetizing BuzzFeed without a single banner ad ever shown. Asking him questions over the past few months about what works and what might be broken around Native, I joked that his direct answers made me feel like he is “half Israeli” — transparent, and to the point. As we talked about the rapid changes sweeping through the web, and his current role as CEO of Daily Mail North America, it became apparent that the category Jon helped pioneer years ago was ready for another revolution, and a big one. We experimented with a new expansion of our Discovery platform as a test […]