Publisher Monetization: Next Generation of Prime Time
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Transcript of Publisher Monetization: Next Generation of Prime Time
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Adam Singolda Founder & CEO Taboola
Next Generation of Prime Time
Publishers Monetization
Adam Singolda Founder/CEO Taboola
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Good morning...
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Not going to cover today…
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Future victors in publishing monetization
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Being a publisher used to mean
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Hitting the the local papers, prime time
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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
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Changed my mind. Content is king... Only if
Kingdom = Audience
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Would we know who Donald Draper is?
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Have you heard about Sharknado?
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Justin Bieber vs. My Dad
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Victors of publishers monetization: content & audience
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LET’S DO A QUICK TEST
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These are 2 articles on a sport site
A
B
Which got higher CTR?
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A
B
CTR
1.29%
2.27%
Surprised? (or not so much, Miley Cyrus rules! )
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LET’S DO A QUICK TEST
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Does video play button matter
Effect on CTR?
a) Marginal
b) Down 10%+
c) Up 50%
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~50% Improvement in CTR !
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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
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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
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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
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A bit about Taboola...
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Connect people with content they may like
23
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Example: Taboola on Time.com
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Consistent discovery experience
DESKTOP TV MOBILE TABLET
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Some of our publisher partners
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Some of our paid content partners
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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