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DISCOVERYIntersection of Content and Conversion
Zev Gollender
VP of Media Sales
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We are
overwhelmed
with
INFORMATION
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people spend as much time CONSUMING CONTENTas they do searching and using social networks
Source: ComScore and Nielsen.
People Consume Content
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40% @2013
29% 2014
6.5% @2013
24% 2014
4.7% @2013
7% 2014
1+% @2013
1-% 2014
SEARCH IS NOT KING
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5
DISCOVERY
search in reverse
information finding
people
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Couldn’t Find Anything To Watch On TV
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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.
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ACHIEVING SCALE
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TRUE PERSONALIZATION:
PERSONA & SITUATION
PREFERENCES
DEVICE
TIME
REFERRAL
LOCATION
FREQUENCY
SOCIAL
VIDEO/TEXT
10
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6B+ Daily Recommendations on Top Sites
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Taboola on Business Insider
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Taboola on Bloomberg TV
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Top Brands Become Storytellers with Taboola
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STORYTELLING: TOUCHING THE ENTIRE FUNNEL
Decision
Consideration
Awareness
Loyalty
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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
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Netflix – Acquiring Subscribers
Users discover
content they may like
Some
sign up
Taboola measures
performance/ROI and optimizes campaign
Then watch teasers
on Netflix.com
1
2
3
4
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This Dinner Hack Has Millennials Ditching Delivery
Plated – Driving Foodies to Subscribe
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LasikPlus – Driving Customer Acquisition
55%
lower CPA than search or radio
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Best Practices to Drive Conversions
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Best Practices to Drive Conversions
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Best Practices to Drive Conversions
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Best Practices to Drive Conversions
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Best Practices to Drive Conversions
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Best Practices to Drive Conversions
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Best Practices to Drive Conversions
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Best Practices to Drive Conversions
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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
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CULTURE OF TESTING
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CULTURE OF TESTING
75%
Drop in Cost Per Action
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Best Practices to Drive Conversions
57%
Increase in Conversions
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FOCUS ON ROI
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THANK YOU
Zev Gollender
zev.g@taboola.com