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DISCOVERY
Intersection of Content and Conversion
Carl Bauml
Team Lead, Media Sales
Couldn’t Find Anything To Watch On TV
Discovery - Not Just ‘Native’
Beyond being native in nature,
discovery is responsible for
DEVELOPING YOUR AUDIENCE
We are
overwhelmed
with
INFORMATION
2012
2014
2013
$330M+
initial revenue
A direct tie to brands’
and publishers’
investment in discovery
Taboola’s Recent Gro...
750M
monthly unique
users
300B
monthly
recommendations
US desktop users
reached*
86%
sponsored
content items
5M+
PROPERTY ...
TRUE	
  PERSONALIZATION:
PERSONA & SITUATION
PREFERENCES DEVICE
TIME
REFERRAL
LOCATION
FREQUENCY
SOCIAL
VIDEO/TEXT
8
DISCOVERY
search in reverse
information finding
people
Reach Users on Any Device
Targeting with Taboola
• Taboola Intent-Based Predictive Engine
• Contextual Targeting
• White Listing
• Data overlays wit...
11
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	
...
SalesForce – Driving Downloads from Business
Decision Makers
6	
  Smart	
   Reasons	
  to	
  
Run	
  Your	
  Company	
  
o...
WealthFront Earned Media Driving Conversions
Here’s	
  How	
   Millenials	
  
Can	
   Start	
   Investing	
  
Right	
   No...
This Dinner Hack
Has Millennials
Ditching Delivery
Plated – Driving Foodies to Subscribe
75%
reduction in CPA
1 Billion
im...
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 T...
CONTENT STRATEGY TEAM
User	
  Experience	
  
Questions
Page	
  Layouts
Monetization	
  
Strategy
Conversion	
  Funnel	
  
...
DISCOVERY
So
What does it all
Mean?
FOCUS ON ROI
THANK YOU
Carl Bauml
Carl.B@taboola.com
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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.

Published in: Marketing
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Discovery: Intersection of Content and Conversion

  1. 1. DISCOVERY Intersection of Content and Conversion Carl Bauml Team Lead, Media Sales
  2. 2. Couldn’t Find Anything To Watch On TV
  3. 3. Discovery - Not Just ‘Native’ Beyond being native in nature, discovery is responsible for DEVELOPING YOUR AUDIENCE
  4. 4. We are overwhelmed with INFORMATION
  5. 5. 2012 2014 2013 $330M+ initial revenue A direct tie to brands’ and publishers’ investment in discovery Taboola’s Recent Growth
  6. 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. 7. TRUE  PERSONALIZATION: PERSONA & SITUATION PREFERENCES DEVICE TIME REFERRAL LOCATION FREQUENCY SOCIAL VIDEO/TEXT
  8. 8. 8 DISCOVERY search in reverse information finding people
  9. 9. Reach Users on Any Device
  10. 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. 11 Daily Recommendations on Top Sites
  12. 12. TOP BRANDS BECOME STORYTELLERS
  13. 13. DISCOVERY Case Studies
  14. 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. 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. 16. WealthFront Earned Media Driving Conversions Here’s  How   Millenials   Can   Start   Investing   Right   Now Drove  thousands  of  new  user  signups
  17. 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. 18. DISCOVERY Best Practices
  19. 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. 20. CONTENT STRATEGY TEAM User  Experience   Questions Page  Layouts Monetization   Strategy Conversion  Funnel   Optimizations Creative   Optimizations Conversion   Tracking  Best   Practices
  21. 21. DISCOVERY So What does it all Mean?
  22. 22. FOCUS ON ROI
  23. 23. THANK YOU Carl Bauml Carl.B@taboola.com

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