Working on the user interface and analyzing which content works better for them and where, Taboola primarily works on understanding the customer base and reach out to the user at the right place and the right time, meeting his/her expectations. This enhances the user experience for the publishers, uplifting the brand image in their minds.
Mr. Ran Buck, SVP Global Revenue, Taboola
Mr. Ran Buck, SVP Global Revenue, Taboola, explains their service saying, “There is a lot of information around the world and people like to discover new pieces of content every day. If I have to differentiate, when people know what they want, they are going to search for it. There is a moment when they finish to read an article, there is less than a second they are looking to explore new pieces of content. They don’t know what they’re going to click next. They don’t know where they’re going to go next. There is a moment called ‘Moment Of Next’ which is about what is the next thing they’re going to do. That is where Taboola discovers them with the right content which interests them. We are a discovery platform making the connection between the right content to the right end user at the right time.”
Talking further about their approach, Ran mentioned, “When we work with a publisher, it is not a like a vendor who comes with a cheque at the end of the month. We work as a partner. We go to them every quarter. We sit down with the management, the product, and the editorial team and analyze with them all the information that is there on their website and their expectations with the next piece of content. We also help them in devising what is their next ‘Things To Do.’
Reaching out to 7.3 million unique views in Mumbai, Taboola reaches out to 12 million unique users in Delhi and 8.7 million in Bangalore. Following the expansion, they intend on renewing the partnership agreements with the top publishers in the country.
“We are excited to be opening our fourth global support center in India and tripling our workforce here having developed in the country with tremendous speed,” said Adam Singolda, CEO and founder at Taboola.
They understand the user behaviour, which serves two sides of the coin- one is about how to manage the content and accommodate the needs of the users and the other is to help brands and performance marketers to achieve what they want with the user.
Talking of the future of content marketing, Rann elaborated, “I think content marketing is getting more precise. The more data you have, the more precise you can be, the better will be the prediction you can have. The more personalized you’re going to be, the better engagement you’re going to get from the audience. It needs to be personalized by the hour, by the mood, by the device, by the platform, etc."
The next big thing for Taboola, as mentioned by Rann, will be Taboola News. They’re working with all the OEMs in the world. In India, they have worked with Vivo, Huawei and Oppo. After that, they’d probably delve into other discovery content platforms like cars, appliances, where content can catch your attention.
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