Adam Singolda Founder & CEO Taboola Next Generation of Prime Time Publishers Monetization Adam Singolda Founder/CEO Taboola
Publisher Monetization: Next Generation of Prime Time
May 13, 2015
The realm of digital publishing is undergoing a sea change, as people gain access to a multitude of new tools for consuming and sharing content online. Publishers are also adopting new means for monetizing content and increasing engagement with editorial content.
This slide deck was presented by Adam Singolda, Taboola's Founder and CEO, at IGNITION 2013 - Future of Digital.
This slide deck was presented by Adam Singolda, Taboola's Founder and CEO, at IGNITION 2013 - Future of Digital.
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Transcript
Adam Singolda Founder & CEO Taboola
Next Generation of Prime Time
Publishers Monetization
Adam Singolda Founder/CEO Taboola
Good morning...
Not going to cover today…
Future victors in publishing monetization
Being a publisher used to mean
Hitting the the local papers, prime time
People discover content in new ways
Third of millennials watch mostly online video o no broadcast TV, Andrew Beaujon, Poynter.org, Oct. 10, 2013
Social
Second Screen
Original Content
New Biz Model
PersonalizaKon App
Big Data
Changed my mind. Content is king... Only if
Kingdom = Audience
Would we know who Donald Draper is?
Have you heard about Sharknado?
Justin Bieber vs. My Dad
Victors of publishers monetization: content & audience
LET’S DO A QUICK TEST
These are 2 articles on a sport site
A
B
Which got higher CTR?
A
B
CTR
1.29%
2.27%
Surprised? (or not so much, Miley Cyrus rules! )
LET’S DO A QUICK TEST
Does video play button matter
Effect on CTR?
a) Marginal
b) Down 10%+
c) Up 50%
~50% Improvement in CTR !
What America is clicking on?
Which is #1 clicked/discovered content in tech/biz
5 Richest Women In The U.S. A
B The UFC’s Million-Dollar Female Star
C Cronut - the treat people wait hours for
Last 30 days, recommended to 44M people
5 Richest Women In The U.S. A
B The UFC’s Million-Dollar Female Star
C Cronut - the treat people wait hours for
Some BIG DATA insights
Close-‐up vs. medium shot photo? Close-‐up be^er by avg. 5.1%
Close-‐up vs. extreme close-‐up? Close-‐up be^er by 2.8%
Close-‐up on right/leb/center of image? Center be^er by 4.0%
Female images typically drive 11% more clicks than male
Celebrity name in the first 4 words avg. 7% higher CTR
A bit about Taboola...
Connect people with content they may like
23
Example: Taboola on Time.com
Consistent discovery experience
DESKTOP TV MOBILE TABLET
Some of our publisher partners
Some of our paid content partners
Taboola global stats
Surface content people may like from the site itself
Surface interesKng paid content from the web
3 Billion daily recommendaKons
300 Million monthly users
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