Discovery: Intersection of Content and Conversion

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Digital Brand Masterclass will show senior management and technical leads how they can deploy the latest digital marketing tools and techniques to generate new business and retain loyal customers across all customer touchpoints. Taboola was a presenting sponsor in Atlanta and this is the deck from their on-site sesion.

Marketing

DISCOVERY
Intersection of Content and Conversion
Carl Bauml
Team Lead, Media Sales

Discovery - Not Just ‘Native’
Beyond being native in nature,
discovery is responsible for
DEVELOPING YOUR AUDIENCE

2012
2014
2013
$330M+
initial revenue
A direct tie to brands’
and publishers’
investment in discovery
Taboola’s Recent Growth

750M
monthly unique
users
300B
monthly
recommendations
US desktop users
reached*
86%
sponsored
content items
5M+
PROPERTY REACH
Google Ad Network 95.3%
Taboola 86.2%
Yahoo Audience Net. 84.7%
Google Sites 82.6%
Outbrain 73.8%
Yahoo Sites 73.2%
Facebook 59.5%
Achieving Scale

TRUE
PERSONALIZATION:
PERSONA & SITUATION
PREFERENCES DEVICE
TIME
REFERRAL
LOCATION
FREQUENCY
SOCIAL
VIDEO/TEXT

8
DISCOVERY
search in reverse
information finding
people

Targeting with Taboola
• Taboola Intent-Based Predictive Engine
• Contextual Targeting
• White Listing
• Data overlays with Liveramp (1st Party Data)
• Bombora (3rd Party Data)
• External/SequentialRetargeting
• Creative Filtering

AMEX – Driving SBOs to Their Branded Blog
How
a
Simple
Story

Can
Improve
Your

Business
Taboola
is
AMEX’s
exclusive
content
discovery
partner

SalesForce – Driving Downloads from Business
Decision Makers
6
Smart
Reasons
to

Run
Your
Company

on
a
Cloud
Platform
Reduced
CPA
by
54%
with
B2B
targeting
overlay

WealthFront Earned Media Driving Conversions
Here’s
How
Millenials

Can
Start
Investing

Right
Now
Drove
thousands
of
new
user
signups

This Dinner Hack
Has Millennials
Ditching Delivery
Plated – Driving Foodies to Subscribe
75%
reduction in CPA
1 Billion
impressions in
January ‘15
3.5 million
clicks

Best Practices to Drive Conversions
“10 Tips to Impress on a First Date”
“5 Great Ways to Ask Someone Out”
“8 Reasons to Try Online Dating”
91%
Decrease
in CPA

CONTENT STRATEGY TEAM
User
Experience

Questions
Page
Layouts
Monetization

Strategy
Conversion
Funnel

Optimizations
Creative

Optimizations
Conversion

Tracking
Best

Practices

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Discovery: Intersection of Content and Conversion

1. DISCOVERY Intersection of Content and Conversion Carl Bauml Team Lead, Media Sales

2. Couldn’t Find Anything To Watch On TV

3. Discovery - Not Just ‘Native’ Beyond being native in nature, discovery is responsible for DEVELOPING YOUR AUDIENCE

4. We are overwhelmed with INFORMATION

5. 2012 2014 2013 $330M+ initial revenue A direct tie to brands’ and publishers’ investment in discovery Taboola’s Recent Growth

6. 750M monthly unique users 300B monthly recommendations US desktop users reached* 86% sponsored content items 5M+ PROPERTY REACH Google Ad Network 95.3% Taboola 86.2% Yahoo Audience Net. 84.7% Google Sites 82.6% Outbrain 73.8% Yahoo Sites 73.2% Facebook 59.5% Achieving Scale

7. TRUE PERSONALIZATION: PERSONA & SITUATION PREFERENCES DEVICE TIME REFERRAL LOCATION FREQUENCY SOCIAL VIDEO/TEXT

8. 8 DISCOVERY search in reverse information finding people

9. Reach Users on Any Device

10. Targeting with Taboola • Taboola Intent-Based Predictive Engine • Contextual Targeting • White Listing • Data overlays with Liveramp (1st Party Data) • Bombora (3rd Party Data) • External/SequentialRetargeting • Creative Filtering

11. 11 Daily Recommendations on Top Sites

12. TOP BRANDS BECOME STORYTELLERS

13. DISCOVERY Case Studies

14. AMEX – Driving SBOs to Their Branded Blog How a Simple Story Can Improve Your Business Taboola is AMEX’s exclusive content discovery partner

15. SalesForce – Driving Downloads from Business Decision Makers 6 Smart Reasons to Run Your Company on a Cloud Platform Reduced CPA by 54% with B2B targeting overlay

16. WealthFront Earned Media Driving Conversions Here’s How Millenials Can Start Investing Right Now Drove thousands of new user signups

17. This Dinner Hack Has Millennials Ditching Delivery Plated – Driving Foodies to Subscribe 75% reduction in CPA 1 Billion impressions in January ‘15 3.5 million clicks

18. DISCOVERY Best Practices

19. Best Practices to Drive Conversions “10 Tips to Impress on a First Date” “5 Great Ways to Ask Someone Out” “8 Reasons to Try Online Dating” 91% Decrease in CPA

20. CONTENT STRATEGY TEAM User Experience Questions Page Layouts Monetization Strategy Conversion Funnel Optimizations Creative Optimizations Conversion Tracking Best Practices

21. DISCOVERY So What does it all Mean?

22. FOCUS ON ROI

23. THANK YOU Carl Bauml Carl.B@taboola.com

Discovery: Intersection of Content and Conversion

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