Beyond its reputation as one of the industry’s leading buzzwords, native advertising has recently warranted serious attention and investment from technology companies and publishers alike. Over the past few weeks alone, the New York Times discussed plans to double its branded content business, Turner Broadcasting unveiled a new branded content studio for CNN and HLN, and The Daily Mail, WPP and Snapchat announced plans to launch a native advertising agency called Truffle Pig. In June, Taboola’s SVP of Business Development, Paul Jelinek, joined several industry leaders for a roundtable on “Native Advertising: Assessing the Current Landscape,” hosted by digital media consultancy PluggedIn BD. The conversation addressed some fundamental questions around the roots of native advertising, ways to define its many different forms, and how the market might evolve in the coming months. Does anybody really know what ‘native’ is? AdAge recently published a list showing over a dozen different ways […]
Promotion is a mission-critical part of the content marketing equation. But often, marketing strategists and program managers aren’t sure where to devote their time, attention, and budgets. Between SEO, social promotion, and paid channel acquisition, you have a range of options to ensure that your content—that you’ve worked extremely hard to develop—gets seen. Over my several-year lifespan as a marketer, I’ve personally managed more than $1M in profitable content promotion spend: first, as a media buyer for a major publisher, and second, as a content strategist. I’ve made every mistake imaginable, including wasting $10,000 on the first campaign that I ever ran. A tough reality that media buyers and brand managers experience is that content promotion comes with a learning curve. For one, the content ecosystem is crowded with many brands and content creators competing for the same audience attention. Secondly, eyeballs won’t always yield conversions—you need to be laser […]
Earlier this morning, we announced an exclusive, 2-year partnership with The Associated Press, the largest U.S.-based news agency and one of the most respected and trusted sources of independent news in the world. In our work together, Taboola’s personalized content recommendations will appear across the AP’s desktop and mobile websites, as well as in APMobile, the AP’s native mobile app for global and local news which has been downloaded over 13 million times. This is a huge step for publishers worldwide, as more and more are making mobile app monetization a growing priority. We’re excited to collaborate with The Associated Press on improving the in-app user experience, driving both engagement and revenue goals, and creating new value for AP’s readers and members alike. To learn more about Taboola’s partnership with The Associated Press, please read the full press release here.
Summer 2015 brought Taboola’s New York office ten new interns, and we have since been fully immersed in the day-to-day life of full-time “Taboolars.” From digging up industry research for RFPs and prospective clients, to brainstorming alternative titles to articles, interns work with teams on both the publisher and media sides of Taboola’s business. In addition to assisting with ongoing work and projects, interns participate in weekly mentor meetings with the heads of their respective departments, discussing goals and areas of interest to explore throughout the summer. “Taboola’s internship program recruits ambitious students and recent graduates to work alongside our teams, while also providing an opportunity for interns to take on projects of their own,” says Karen Warner, HR and Talent Acquisition Manager at Taboola. Professional development is also fostered during Taboola University (“TaboolaU”), a monthly internal education program that educates Taboolars from our New York City headquarters. In-depth sessions […]
Although publishing on the web is cheap and easy, high-quality content requires teams of writers and designers, and smart distribution strategies are crucial for ensuring that marketers make the most of their investment. In addition to crafting an array of digital media, including videos, infographics, and microsites, Chicago-based content marketing agency Imagination works with clients on developing targeted content promotion strategies, leveraging Taboola to boost the efficiency and ROI of their distribution efforts. Earlier this year, Imagination published their own case study about how Taboola lifted results for one of their major financial services clients. We thought it would be beneficial to highlight several of their content marketing campaigns, and feature a sampling of scenarios where Taboola empowered Imagination to achieve greater results for clients, across an array of industries, in a scalable and cost-effective way. Below are some key highlights reflecting the impact of discovery on Imagination’s campaigns: Drove […]
Conversion rates can fluctuate day-to-day for an array of unexpected reasons, but there are several tactics marketers can employ to significantly (and sometimes permanently) lower their cost-per-acquisition (CPA) on Taboola. By being more strategic about bidding, targeting, and testing, the below “hacks” can help optimize your campaigns to generate the most bang for your buck. Separate by Platform Rarely (if ever) should you target desktop, mobile and tablet all at once. User experiences and behaviors vary across platforms, and people on a particular device may be more inclined to engage with your content. For example, a desktop user that enjoys fashion content at home may prefer other types of content while on-the-go and using a smartphone. Experimenting with platform-specific promotions can help you learn where your audience is most engaged, enabling you to better focus your campaigns. Platforms have different levels of competition for clicks (e.g. cost-per-click, or CPC), so […]
Earlier this month, we announced Taboola® Native, the latest addition to Taboola’s discovery platform, and an extension of our long-standing mission to help publishers better monetize their sites and marketers reach high-quality audiences across the web. As more and more companies adopt content marketing strategies, Taboola Native gives brands a powerful new way to reach audiences through exclusive in-feed and mid-article placements, on top publisher websites, across all devices. These premium real estates offer our partners 100% share-of-voice, maximum visibility, and the opportunity to generate higher CTRs and deeper engagement for their promoted stories. Taboola Native also includes more prominent and customizable interfaces on mobile, where the majority of audiences are now consuming content. Taboola Native is powered by our advanced predictive engine, and includes comprehensive brand safety features, such as negative keyword targeting and the ability to view performance by publisher site. Taboola also provides full transparency to consumers, […]
The challenges of monetizing mobile web properties are well-documented. Platform and device fragmentation have created an environment where an ad can look great on one phone, but terrible on another. Higher-res mobile ads may only load smoothly (or at all) if a device is connected to WiFi, and desktop-designed banner ads often cover mobile content and force otherwise mobile-optimized webpages to load at reduced resolution. Mobile publishers have tried and tried again to make the desktop ad model work on mobile, to little avail. Adding to this round peg/square hole issue is the fact that over half of the people who visit a webpage spend under fifteen seconds there, and mobile behaviors (including touchscreen gestures and on-the-go content consumption) differ greatly from those employed on desktop computers. Nearly a decade after the iPhone premiered, it’s easy to see why publishers still struggle to earn much from their mobile web properties. […]
Though it is a comparative newcomer to the advertising landscape, native advertising has come to occupy a significant portion of the conversation surrounding digital marketing. Stellar examples of native ads in BuzzFeed and The New York Times have received a great deal of attention, and last year, John Oliver dedicated a lengthy (if cynical) segment of Last Week Tonight to the topic. In each instance, native advertising is discussed as something new. But while the name itself is only a few years old, native advertising actually has a history dating back almost a century—or longer. Native’s Predecessors: Advertorials and Branded Entertainment The precedent for native was first established in the form of print advertorials, which were sufficiently common by 1917 that a nationally syndicated column spoke out against “the paid write-up.” But the practice gained traction—and acceptance. In 1927, for example, the Honolulu Advertiser ran an eighty-page advertorial, sponsored by […]
Content marketing has gained popularity in recent years, due especially to its wide reach. These four brands fill you in on their secrets to success.