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 […]
Of all the quantifiable statistics that describe the tick and tock of a website’s operations, bounce rate is among the most severely misunderstood.
The world of digital media is constantly evolving, and the only way for publishers to keep up is to make sure that their next piece of content or audience development campaign is more effective than the one that preceded it. Indeed, the most successful publishers don’t just find a gameplan that works and stick with it, but rather they rigorously investigate their past results for changes they can make to improve performance. In Part 1 of our three-part series around how online publishers grow their businesses with Taboola, we’ll look at how two of our partners — Scroll.in and Refinery29 — use data to refine their distribution strategies and make their content more appealing to readers. Build Your Audience Through Strategic Paid Promotion Building an audience from scratch is a tall order for any new publisher, regardless of how good its content is. Not only do new media brands need […]
Last November, we published our first set of tips for publishers on how to optimize their mobile monetization efforts. Today, more than half of the traffic on Taboola’s network comes from mobile devices, and this is a reflection of the broader trend rippling throughout the digital media industry. As new data and best practices emerge from the Taboola platform, we wanted to provide an updated set of best practices around how publishers can best monetize their mobile websites, while also improving the user experience for readers. Mobile-responsive website design is the norm. Leading web traffic data firm Alexa has found that 89 percent of the web’s top 100 sites employ a responsive template design. Given the proliferation of new device and screen sizes available to users, a static website is no longer sufficient to serve all audiences. Responsive design is the rule, not the exception, for high-traffic websites. Those […]
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 […]
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. […]
In today’s digital age, building and sustaining a brand’s customer base online continues to be a formidable challenge for many companies regardless of their size. Brands are slowly but surely moving in the direction of becoming stand-alone publishers, producing high-quality content to engage, educate, and even entertain users in the hopes that they will consider becoming a customer. One such company that is knocking it out of the ballpark in terms of content marketing is Intel. With articles like “Can Tablets Change the Automotive Game?” and “Internet Killed the Video Star: Mobile Apps Redefine the Album Experience,” Intel’s digital magazine called iQ has built an array of high-quality content about living in a technological world, ranging from fashion to sports, gaming, health, and beyond. The result is a highly engaging hub of content that resonates with users and speaks to a new generation of tech spenders. I had the pleasure […]