There is not a single major publisher in France or in the world who has never heard of Taboola in 2020. Taboola is the giant in content recommendation, or “native advertising”.
Native advertising is a type of advertising that gives advertisers the ability to be present on relevant sites – mostly media – and related to their products and services. The great thing about native advertising is that it has the ability to place your ads in the best place and time, always relevant to what the user is reading or discovering.
The online advertising company created in 2007 in Israel by a man named Adam Singolda has among its clients some of the biggest media in the world: USA Today, Bloomberg, Le Figaro, Bild, the BBC, El Mundo, The Guardian, etc.
Google and Facebook
In 2019, the now New York-based firm bought out its biggest rival, Outbrain to become a group with more than $ 2 billion in revenue. It now presents itself as the only credible alternative to the two behemoths of Silicon Valley, Google and Facebook.
At present, the big media we just cited above rely more and more on the revenue offered by Taboola, and the native advertising Ecuador Email Address company also takes pride in being able to show major newspaper brands or of audiovisual channels on its commercial brochure.
It has been a few years since the advertising form of native advertising has established itself among the mainstream media. Thus, more than 90% of publishers consider it an essential and booming market, convinced that it can offer added value for their advertising targets. Moreover, many publishers admit in private that it is inconceivable today to do without Taboola,
So, let’s take a concrete look at the reasons why publishers of all stripes choose Taboola as their preferred advertising solution.
A Strong Power of Attraction
In general, we notice that native advertising has a greater power of attraction than display ads (that is to say all the traditional forms of advertising on the internet, whether they use video, audio, or other elements). graphics). A study published in 2019 revealed very interesting figures, in particular about the effects of native advertising. Respondents felt an affinity with the brand 10% higher than with traditional ad formats, and more importantly, purchase intention appeared to be almost 20% higher. Overall, by the way, native ads have gained the upper hand in most online newspapers, as readers view them more often than display ads.
An “acceptable” form of advertising
Thus, native advertising has succeeded in being adopted by the public, for several reasons. Just as a banner ad on your PC screen can seem intrusive and disturbing, native advertising manages to blend naturally into your reading content. However, people are looking for quality in this new kind of advertising. If you manage to create native advertising where the message expressed is relevant, then your audience will follow you without any problem, because according to the same study, nearly ¾ of people prefer this means to discover new products, no offense to the designers of classic pub. And besides, almost unbelievably, readers seem to read both native ads content and purely editorial content, written for journalistic purposes!
The Advertising Format Popular with Smartphones
This is a major element to take into account, especially among young users: the internet has shifted towards mobile phones. However, we have seen, since the appearance of the first smartphones – more than 10 years ago, already – that the click-through rate is inexorably declining for display ads. Thus, ¾ of laptop users consider that advertising on this type of medium with a small screen is annoying. And this is where native advertising does well, despite everything: cell phone users are prone to get caught up in native ads drowned in the flow of content. It is a fact that ads presented in the form of content are tolerated by people who use their smartphones to surf the Internet. In 2020,
The virality of native advertising
We also realize that native advertising is more shared than traditional display ads. About 1/3 of Internet users confess to sharing this advertising format with their friends, against 20% for display ads. Thus, native advertising has all the attributes to go viral. While every classic ad costs you money, the characteristic sharing effect of native advertising allows advertisers to focus their marketing dollars on the creative side of their ad.
Taboola and A Flagship of The French Press Unite
In 2018, Taboola announced a partnership with the major daily Le Figaro. The content discovery platform has made its Taboola Feed news feed available to the French newspaper which also owns many brands: Madame Figaro, TV Mag, Sport24, etc. The announced goal? Generate more audiences and views on the videos offered, on all media. The 3-year contract should help the French publisher to increase its revenues, stimulate the engagement of its users and the number of readers on its mobile applications. According to Harry Levy, Director of Taboola for Europe,
“The introduction of Taboola Feed to the French market will allow us to continue to create high-quality, high-quality user experiences, and we are delighted to partner with a brand. of French media as prestigious and important as Le Figaro. »On the side of the French publisher, executives are excited about the promises of this partnership: “We are constantly looking for ways to generate traffic and improve the user experience on all of our sites. We have been using content recommendation for some time, but we have been impressed with the vision, innovative approach and unmatched “brand safety” assurances that Taboola provides ”.
The notion of “brand safety” designates the means and practices which protect both the brands of advertisers and publishers by ensuring that the environment and the advertising content are appropriate and do not harm the advertiser or the advertiser. to the editor.