Internet users today find themselves in a vicious cycle where they are constantly flooded with intrusive Ads when engaging with online content. The result of this has been a decline in receptiveness to Advertising. The pervasive use of Ad Blocking software that blocks banners and displays Ads in browsers, social messaging apps, games, and other apps is a case in point. Website viewers have also developed a coping mechanism where they consciously or subconsciously skip through Banner Ads and Popups.
Across all industries, the average Click-Through Rate (CTR) for display and banner Ads is 0.35% which means a lot of money is going to waste on CTR campaigns.
So how do you win with Online Advertising? Well, it’s simple. By creating Ads that people actually want to see so that you can get more Clicks, Views, and Engagement. How? The solution to this is Native Advertising and the best tool for this task is Taboola Native Advertising.
Native Advertising is a Paid Advertising and is different from Traditional Paid Advertising as it essentially matches the form and function of the platform on which they are displayed. It is one of the most promising advertisement strategies that every company is slowly adopting. Taboola Native Advertising is one of the leading advertising platforms and it is used for its unique features.
The article introduces you to Native Advertising. It provides the working of Taboola Native Advertising and its significance in your business. It also provides the important components of Taboola Native Advertising. The article also briefs on the Taboola Native Advertising Competitors and how it is a better Advertising tool.
Table of Contents
- Introduction to Native Advertising
- Introduction to Taboola
- Working of Taboola Native Advertising
- Taboola Native Advertising Competitors
Introduction to Native Advertising
Native Advertising is the use of Paid Advertisements that mimic the media format of the content where they are placed. Native Advertising platforms are designed to use Machine Learning recommendations based on a user’s online activity and your own content metadata to display the most relevant Ads to any internet user within your target audience.
Native Advertising tends to be more contextual than other forms of Digital Advertising (e.g. Display and Banner Ads). A typical Native Advertising format you see often is Amazon Advertising-Sponsored Products.
For more information on Native Advertising, click here.
Introduction to Taboola
Founded in 2007 in Tel-Aviv Israel, Taboola is the world’s topmost purveyor of Chumbox Ads. The company makes its revenue by helping other companies to use their Advertising Network to route over 500 million+ daily active internet users to their websites. They recently went public on 30th June 2021, on the Nasdaq at a valuation of $2.6 billion.
Given its business model, Taboola is the most advanced player in one of the most ridiculed and yet highly resilient niches in Online Advertising. Billions of dollars are being spent by publishers each year to place clickbait streams of content based on users’ interests.
Rather than waiting for people to search for things they know or have an interest in, like products, news, or travel information, Taboola is providing them with recommendations for Content, Products, and Services they might like based on their online activity and interests.
These Chumbox ads show up at the bottom of a web page and look like suggested Ads. They typically appear on News sites and Opinion sites and they often have eye-catching banner images promising links to articles about investment, wealth, health, skincare, weight loss, unproven remedies, and conspiracy theories.
For more information on Taboola, click here.
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Working of Taboola Native Advertising
Native Advertising is more effective than Traditional Display or Banner Ads. Interesting content is engaged with more and the stats don’t lie — 53% of internet users prefer Native Ads over Banner Ads and the Click-Through Rate (CTR) of Native Ads is higher than that of Display Ads.
While some bad actors might be using the platform to spread misinformation, what you cannot take away from Taboola is that it is a very effective platform for placing Ads if you are targeting a very large audience.
There are 3 main components in Taboola Native Advertising Marketplace which are listed below:
1) Content Contributor
The 1st is the Content Contributor or Advertiser in Taboola Native Advertising who wants to distribute content and engage with users across the web either to get more traffic coming to their site, to increase brand awareness, or/and to increase conversions and is prepared to pay for it. The content will appear on small sites as well as big online publications such as Fox, CNBC, NBC, CNN, The New York Times, and many more. This exposure helps their content get discovered faster.
The 2nd component is the Publisher in Taboola Native Advertising. They can be a Blogger or a Site Owner. They make money by hosting Widgets/Links/Ads that display Taboola’s sponsored content on their sites, and they get paid per click basis.
The final component is the Taboola Interface in Taboola Native Advertising which connects the Content advertisers with the Publishers and facilitates the functioning of the marketplace using complex algorithms. The Taboola platform serves over 150 billion monthly recommendations to 400 million unique visitors. For providing this marketplace, Taboola splits the money they get from Content Creators/Advertisers with Publishers.
Taboola Native Advertising Competitors
Now that you have a basic understanding of Native Advertising and Taboola Native Advertising, in particular, let us talk about the competitor platforms of Taboola Native Advertising and how Taboola Native Advertising is a better option. Listed below are the competitor platforms of Taboola Native Advertising:
Outbrain was founded in 2006 by Yaron Galai and Ori Lahav and is the closest competitor to Taboola Native Advertising. They operate using the same business model – Recommending Contextual Articles, Slideshows, Blog Posts, Photos, and Videos to website visitors using widgets on publisher sites. Outbrain’s promoted articles can be found on over 100,000 websites. Some of their most prominent publisher partners are Bloomberg and CNN.
2) Google AdSense
AdSense is a product by Google. It is the one of most popular Advertising Networks. It offers Contextual Text, Images, Video, and Interactive Media Ads on websites.
The targeting is based on website content, the user’s Geographical Location, Age, Sex, Demographics, and other Touchpoints. The platform is popular with both Advertisers and Publishers, because of its Targeted Ads as well as payouts based on industry standards. Taboola Native Advertising claims to be the opposite of AdSense by recommending content you probably never knew existed.
3) Facebook Ads
Facebook Ads are marketing messages that are created and placed on the Facebook platform as well as on other partner sites. The major advantage that advertisers derive from Facebook Ads over Taboola Native Advertisements is that they have the ability to reach your exact audience. You can target your audience by Age, Interests, Behavior, and Location. They typically cost between $0.50 and $2.00 per click.
The article introduced you to Native Advertising. It also briefed you on Taboola Native Advertising and its working. It provided the 3 important components of Taboola Native Advertising. Furthermore, it provided how Taboola Native Advertising is a better option than any of its competitors. While the Ad Tech space is dominated by Google AdSense and Facebook Ads, the Taboola Native Advertisement offers a unique selling proposition of acquiring customers through Proactive Advertising.Visit our Website to Explore Hevo
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Share your experience of understanding Taboola Native Advertising in the comments section below!