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With November fast approaching, political campaigns need to start thinking about how they’re going to implement a content strategy leading up to election day. Political advertising is often associated with the 30-second TV spots many of us have already grown sick of, digital content gives candidates and interest groups a chance to interact with voters in a completely different environment. Rather than blasting people with a message they’re not interested in during the commercial breaks, content discovery allows campaigns to build trust with their audience by giving them useful information they can choose to engage with and consume at their leisure. In addition, the digital ecosystem provides measurement, personalization and content creation tools that simply aren’t available in the slow-moving world of traditional media. With this in mind, here are three ways political campaigns can turn content marketing into their secret weapon this fall: Use digital measurement to optimize for […]
As the digital media landscape grows and evolves, more and more marketers are putting emphasis on targeting. Of course this makes sense. If internet advertising is the wild west, targeting is a great Sheriff to keep your numbers and metrics in check. That being said – targeting can often be flawed. Say you’re a company selling baby products. Perhaps you’d target married women ages 25-35, as they’re likely to have children. But how many grandmothers, fathers, and single mothers are you missing out on? This is a simplified example, but regardless of your particular business, there’s a good chance you’re letting a percentage of your audience fall through the cracks. Let Users Opt-In to Your Message This is where content marketing, and more specifically content discovery, can play an important role in your efforts. By putting your value proposition out into the world, users can opt-in and self-select merely by […]
A great backstory for your brand can trigger an emotional connection between your audience and your company, as well as ultimately increase your ROI on any marketing campaign. So how do you best share the story of your company’s creation to make your audience buy into your brand? Here are five tips to crafting and perfecting a story that will convey the passion that brought you to start your business in the first place, and may also serve as the backbone for your brand. Tip # 1: Captivate your Audience: Consider what life experiences inspired you to build your company and offer your products and/or services. As an example, the company You Need a Budget has a captivating backstory that chronicles the budgetary hardships of a young couple who want to start a family. This personal life experience is both relatable and engaging. Tip # 2: Create Anticipation: Every […]
Not getting the desired results from your content discovery campaign? Adjust these four key factors for success to lower your cost-per-action.
To satisfy advertiser demand for video ad inventory and compensate for limited pre-roll inventory, more publishers are offering out-stream units, which are video ads served outside of video content. Yoav Naveh, co-founder and CEO of ConvertMedia (now VP of Video at Taboola), spoke to eMarketer’s Cathy Boyle about the growing supply and demand for out-stream video ads and the factors that influence out-stream video CPMs. eMarketer: How would you describe the state of out-stream video? Y. Naveh: A lot of the demand for video in Q1 2015 was not necessarily advertisers looking specifically for outstream, but the demand for video in general is making its way through to outstream units. However, there isn’t enough traditional pre-roll inventory available for advertisers to run their ads. They’re also looking for a cheaper solution that performs for them. That’s the promise of out-stream. It’s a solution that scales. eMarketer: What factors will influence […]
I started Taboola 9 years ago this month because I couldn’t find anything to watch on TV and I thought with so many choices, TV shows should actually find me. With the overwhelming amount of information in the world, I imagined there were billions of people in the same boat and saw an opportunity. The future would be a reverse version of what search engines solved. Instead of expecting people to search for information, we would create a way for information to find people in a curated and personalized way. Our vision from day one was to build a new category called “Discovery” side by side to Search and Display, connecting people with information they may like and never knew existed. We spent the first few years of Taboola focusing on cracking the code of recommending videos based on a user’s content consumption behavior. We’ve been fortunate to have seen […]
As Taboola expands internationally, we’re getting more new data every day. We decided to see just how different user behavior is from geo to geo. As you build out your content campaigns, take a look at the below data for some inspiration! Negative & Positive Content What do the United States and the United Kingdom have in common? It seems that users from both of these countries click on more negative content (graph shows the calibrated CTR score): Not All Positives Are Created Equal Three words that are commonly used to describe positive content were compared in the nine countries related to this study: ‘Top’, ‘Best’ & ‘Perfect’. Does anyone else see what I see regarding the CTR score in the U.S.? Is the American dream of success and perfectionism demonstrated perfectly in the graph below? Punctuation Marks Have you ever asked yourself if adding punctuation marks makes your […]
Today, residents of the United Kingdom (UK) will vote on whether to leave or remain a part of the European Union (EU), a process which the media has dubbed “Brexit,” and one that will likely have historic ramifications regardless of the outcome. We’ve been keeping eye on reading habits leading up to the big decision, analyzing more than 2900 articles that mention Brexit across 82 news websites throughout the EU. Not surprisingly, interest in the topic is higher in the UK than any other EU country (except for Luxembourg, which houses several of the EU’s major institutions). However, we found an interesting discrepancy in the level of “Brexit” interest across the EU countries, with Italy, Greece, and Belgium expressing the next highest tier of activity, followed closely by Spain. Below is an interactive map of the data which compares the level of interest for each country (as benchmarked against the […]
Do banner ad designs, including impressive size, bright colors, animation, etc., get more clicks?
Digital marketers have the opportunity to optimize their content marketing campaigns for success. Follow this guide for easy steps to optimization.