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Discovery: Intersection of Content and Conversion
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DISCOVERY Intersection of Content and Conversion Carl Bauml Team Lead, Media Sales
Transcript of Discovery: Intersection of Content and Conversion
DISCOVERYIntersection of Content and Conversion
Carl BaumlTeam Lead, Media Sales
Couldn’t Find Anything To Watch On TV
Discovery - Not Just ‘Native’
Beyond being native in nature, discovery is responsible forDEVELOPING YOUR AUDIENCE
We are overwhelmed withINFORMATION
2012
2014
2013
$330M+
initial revenue
A direct tie to brands’ and publishers’ investment in discovery
Taboola’s Recent Growth
750Mmonthly unique
users
300Bmonthly
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
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DISCOVERYsearch in reverseinformation findingpeople
Reach Users on Any Device
Targeting with Taboola
• Taboola Intent-Based Predictive Engine• Contextual Targeting• White Listing• Data overlays with Liveramp (1st Party Data)• Bombora (3rd Party Data)• External/Sequential Retargeting• Creative Filtering
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Daily Recommendations on Top Sites
TOP BRANDS BECOME STORYTELLERS
DISCOVERY
Case Studies
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 MillennialsDitching Delivery
Plated – Driving Foodies to Subscribe
75%reduction in CPA
1 Billion impressions in
January ‘15
3.5 millionclicks
DISCOVERY
Best Practices
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
DISCOVERYSoWhat does it allMean?
FOCUS ON ROI
