At Taboola, we have a lot of data to tap into. Not only do we use it to target individual consumers with relevant content, it also gives us a unique window into the overall zeitgeist of online news. The sheer scale of our data lets us ask what people are reading, how interests are changing, and what specific audiences care about. That big-picture look can be enormously valuable to publishers to build and grow audiences. That’s why we shared our perspective at the Online News Association conference in Denver back in September. There, we looked into readership of stories focused on – who else – Hillary Clinton and Donald Trump as well as a handful of other high-profile stories. Our analysis showed how a web-wide look at readership patterns can inform publisher decisions on content optimization and distribution. Here are a few examples: Know thine enemy. When it comes […]
With the political season in full swing, we checked in with several of our leading publisher partners to see how they have been impacted by political advertisers and what their plans are to leverage access to their audiences. This interview is with Ford Jordan, CFO, and COO at Liftable Media. Have you seen an increase in interest in advertising from the political parties and/or from specific candidates? F. Jordan: Yes and no. We have had a couple of direct deals with some PACS. Overall, I would say CPMs from January and February have gone up more than they have the last two years. I also feel that conservative politicians are a little more old school, but Trump is better than others when it comes to digital. Some of the more traditional candidates were putting most of their dollars to radio and TV (perhaps leading to their failings). I think political advertisers […]
We checked in with publisher partners to see how political advertisers impact them. This interview is Sean Donlon, the National Account Manager, The Blaze.
Entering new markets with your business is a challenging move which requires a roadmap of nuanced strategies that engage your target audience, but which also preserve your brand identity. Your content marketing strategy is a key factor to unlocking new markets. Here are a few localization tips to get you going: Know Your Content If you haven’t yet done a stock take of your business’ content, then now would be the time to determine your content marketing assets. Analyze the channels and topics that most inspired your customers to interact. This will show you the strongest brand buy-in and your most obvious starting point. Know Your Audience You’ll need exposure and familiarity with your target culture in order to truly convert your customers. Know who they are, why they’d use your product and how their needs are being met today. Know where they their spend time online, on what device, […]
“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Yoav Naveh, co-founder and CEO at ConvertMedia (now VP of Video at Taboola). Publishers shouldn’t just be innovating their editorial content, but reimagining the entire user experience of their pages. Both the content and ads should work together as an entirely singular experience. Publishers sit at the intersection where consumers and brands interact, and play a key role in the flourishing of creative ideas through the delivery of an engaging advertising experience. Publishers decide who, what, when, where, why, how and how many ads are delivered to their audiences. Not advertisers. Read full article on
Identifying loyal visitor behavior is essential to building an online presence. The sessions-per-user and new-versus-returning metrics are key.
These trends are the reason why display ad revenue is on the decline. Audience attention spans are shrinking, and readers want more for less.
Kimberly Lau, GM at The Atlantic Digital, joins us in the Taboola Think Tank to discuss the opportunities and challenges across today’s digital landscape.
Of the variety of metrics used to gauge a site’s performance, pages per session gives you a great perspective into how your site is engaging your audience.
To effectively measure the engagement of users load more than one page, we look at several key metrics, like bounce rate and time-on-site.