Adam Singolda, founder and CEO of Taboola, discusses the future of monetization in publishing, emphasizing the importance of understanding audience engagement and content discovery in the digital age. He highlights significant data from various tests showing how content characteristics affect click-through rates, revealing preferences for female images and positioning of images. Taboola plays a key role in connecting users with content they may enjoy across multiple platforms.

1. Next Generation of Prime Time
Publishers Monetization
Adam
Singolda
Founder
&
CEO
Taboola
Adam Singolda
Founder/CEO Taboola

2. Good morning...

3. Not going to cover today…

4. Future victors in publishing monetization

5. Being a publisher used to mean

6. Hitting the the local papers, prime time

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. Changed my mind. Content is king... Only if
Kingdom
=
Audience

9. Would we know who Donald Draper is?

10. Have you heard about Sharknado?

11. Justin Bieber vs. My Dad

12. Victors of publishers monetization: content & audience

13. LET’S
DO
A
QUICK
TEST

14. These are 2 articles on a sport site
Which
got
higher
CTR?
A
B

15. Surprised? (or not so much, Miley Cyrus rules! )
CTR
A
B
1.29%
2.27%

16. LET’S
DO
A
QUICK
TEST

17. Does video play button matter
Effect
on
CTR?
a) Marginal
b) Down
10%+
c) Up
50%

18. ~50% Improvement in CTR !

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. 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. 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. A bit about Taboola...

23. Connect people with content they may like
23

24. Example: Taboola on Time.com

25. Consistent discovery experience
DESKTOP
TV
MOBILE
TABLET

26. Some of our publisher partners

27. Some of our paid content partners

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. Thank you
adam@taboola.com
@Taboola
www.taboola.com