Discovery: Intersection of Content and Conversion

DISCOVERYIntersection of Content and Conversion

Zev Gollender

VP of Media Sales

We are

overwhelmed

with

INFORMATION

people spend as much time

CONSUMING CONTENT

as they do searching and

using social networks

Source: ComScore and Nielsen.

20%

Shopping

Multimedia

Consumers

Social

Search

Consuming

Content

Communication

People Consume Content

40% @2013

29% 2014

6.5% @2013

24% 2014

4.7% @2013

7% 2014

1+% @2013

1-% 2014

SEARCH IS NOT KING

35%

Social

Apr‘14

May‘14

Jun‘14

Jul‘14

Aug‘14

Sep

‘14

Search

Share of

t raffic to

publisher

content

SEARCH vs. SOCIAL

5

DISCOVERYsearch in reverse

information finding

people

Couldn’t Find Anything To Watch On TV

A Major Shift in Traditional Advertising

Source: ZenithOptimedia and PwC/IAB.

Note: Display, Search and Classified spend in 2014 estimated to be $51.8B, $55.7bn and $13.5B, respectively.

550Mmonthly unique

users

200Bmonthly

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%

By ComScore 10 \ 2014

ACHIEVING SCALE

TRUE PERSONALIZATION:

PERSONA & SITUATION

PREFERENCES DEVICE

TIME

REFERRAL

LOCATION

FREQUENCY

SOCIAL

VIDEO/TEXT10

11

6B+ Daily Recommendations on Top Sites

12

Taboola on Business Insider

13

Taboola on Bloomberg TV

14

Top Brands Become Storytellers with Taboola

STORYTELLING: TOUCHING THE

ENTIRE FUNNEL

Decision

Consideration

Awareness

Loyalty

Content Leads to Conversions

“Almost HALF of brands now track ROI on content marketing” MarketingMagazine.co.uk

“We need to close the loop

between engagement and

ACTIONS” DIGIDAY.com

17

Netflix – Acquiring Subscribers

Users discover

content they may like

Some

sign up

Taboola measures

performance/ROI and

optimizes campaign

Then watch teasers

on Netflix.com1 2

3 4

This Dinner Hack

Has Millennials

Ditching Delivery

Plated – Driving Foodies to Subscribe

LasikPlus – Driving Customer Acquisition

55%lower CPA than search or radio

Best Practices to Drive Conversions

Best Practices to Drive Conversions

Best Practices to Drive Conversions

Best Practices to Drive Conversions

Best Practices to Drive Conversions

Best Practices to Drive Conversions

Best Practices to Drive Conversions

Best Practices to Drive Conversions

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

Confidential | 29

CULTURE OF TESTING

Confidential | 30

CULTURE OF TESTING

75%Drop in Cost Per Action

Best Practices to Drive Conversions

57%Increase in

Conversions

FOCUS ON ROI

THANK YOU

Zev Gollender

zev.g@taboola.com