Publisher Monetization: Next Generation of Prime Time

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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.

Published in: Business, Technology
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Publisher Monetization: Next Generation of Prime Time

  1. 1. Next Generation of Prime Time Publishers Monetization Adam  Singolda   Founder  &  CEO   Taboola   Adam Singolda Founder/CEO Taboola
  2. 2. Good morning...
  3. 3. Not going to cover today…
  4. 4. Future victors in publishing monetization
  5. 5. Being a publisher used to mean
  6. 6. Hitting the the local papers, prime time
  7. 7. People discover content in new ways Social   New  Biz  Model   App   PersonalizaKon     Second  Screen   Original   Content   Big  Data   Third  of  millennials  watch  mostly  online  video  o  no  broadcast  TV,  Andrew  Beaujon,  Poynter.org,  Oct.  10,  2013  
  8. 8. Changed my mind. Content is king... Only if Kingdom  =  Audience  
  9. 9. Would we know who Donald Draper is?
  10. 10. Have you heard about Sharknado?
  11. 11. Justin Bieber vs. My Dad
  12. 12. Victors of publishers monetization: content & audience
  13. 13. LET’S  DO  A  QUICK  TEST    
  14. 14. These are 2 articles on a sport site Which  got  higher  CTR?     A   B  
  15. 15. Surprised? (or not so much, Miley Cyrus rules! ) CTR   A   B   1.29%   2.27%  
  16. 16. LET’S  DO  A  QUICK  TEST    
  17. 17. Does video play button matter Effect  on  CTR?     a)  Marginal     b)  Down  10%+     c)  Up  50%  
  18. 18. ~50% Improvement in CTR !
  19. 19. What America is clicking on? Which  is  #1  clicked/discovered  content  in  tech/biz   A   5 Richest Women In The U.S. B   The UFC’s Million-Dollar Female Star C   Cronut - the treat people wait hours for
  20. 20. Last 30 days, recommended to 44M people A   5 Richest Women In The U.S. B   The UFC’s Million-Dollar Female Star C   Cronut - the treat people wait hours for
  21. 21. 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  
  22. 22. A bit about Taboola...
  23. 23. Connect people with content they may like 23  
  24. 24. Example: Taboola on Time.com
  25. 25. Consistent discovery experience DESKTOP   TV   MOBILE   TABLET  
  26. 26. Some of our publisher partners
  27. 27. Some of our paid content partners
  28. 28. Taboola global stats 3  Billion  daily     recommendaKons     300  Million     monthly  users   Surface  content  people  may   like  from  the  site  itself   Surface  interesKng  paid   content  from  the  web  
  29. 29. Thank you     adam@taboola.com @Taboola www.taboola.com

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