Taboola

Taboola powers recommendations for the open web, helping people discover things they may like. More than 14,000 advertisers use Taboola to reach over 500 million daily active users in a brand-safe environment.

London, United Kingdom
Founded: 2007
More

Skills

AdTech
native advertising
content recommendation
Open web
Advertising
Digital advertising
brand safety

Clients

The Independent
BBC
Mail Online
Future Publishing
Reach PLC
Lily's Kitchen
Naked Wines
Look After My Bills

Sector Experience

Digital
AdTech
Advertising
Publishing
Less

Motley Fool Canada Generates 25K Leads a Quarter on Average with Taboola Attentive Audiences

We’re incredibly impressed with the retargeting capability that Taboola offers with their Attentive Audience solution. In just a few months, we were able to attract many leads at a high volume, all while lowering our overall CPA.

~James Newman, Marketing Operations Manager, The Motley Fool Canada

COMPANY

The Motley Fool is a multimedia financial services company dedicated to building the world’s greatest investment community.

CHALLENGE

Scale the number of leads and subscriptions driven each quarter without increasing cost per acquisition (CPA).

SOLUTION

Implement Taboola Attentive Audience retargeting to reach a specific set of users that were highly engaged with The Motley Fool’s website, but haven’t yet converted.

RESULTS

With Taboola, The Motley Fool was able to generate 25K leads per quarter and 400 subscription sales in just three months, while decreasing CPA by 11%.

Introduction

Founded in the US in 1993 by brothers David and Tom Gardner, The Motley Fool is a multimedia financial-services company dedicated to building the world’s greatest investment community. The company’s name was taken from Shakespeare, whose wise fools both instructed and amused, and could speak the truth to the king — without getting their heads lopped off.

The Motley Fool (fool.ca) offers stock market and investing guidance, showing people how to take control of their money and make better financial decisions.

Along with our U.S., UK, and Australian businesses, they reach millions of people each month through our websites, books, newspaper columns, television appearances and subscription newsletter services. The Motley Fool champions shareholder values and advocates tirelessly for the individual investor.

THE MOTLEY FOOL GENERATES 400 SUBSCRIPTION SALES IN JUST THREE MONTHS WITH TABOOLA ATTENTIVE AUDIENCE TARGETING

The Motley Fool was looking to find new ways to reach potential customers at scale, through the distribution of editorial content on editorial sites across the open web with Taboola.

In order to reach those consumers, The Motley Fool circulates editorial landing pages with headlines like, CEO Says This Is Worth “35 Amazons”, and “5 Growth Stocks Under $5,” in order to attract people interested in learning more about how to make smart investments.

In order to scale the number of emails captured, and ultimately sales through their campaigns, The Motley Fool implemented Taboola’s Attentive Audience feature in order to activate advanced retargeting.

While regular retargeting campaigns target any person that has previously interacted with an advertiser’s website, Taboola’s Attentive Audience feature retargets those who have spent between 60 and 90 seconds on a site, signalling a high amount of interest.

An attentive audience is a group of users that have spent a significant ample time on your website, but haven’t yet converted. Taboola’s algorithm selects those users based on customer behaviors such as number of recurring visits, time spent on site, scroll depth, and the number of pages a user visited within a session. The strength and depth of these behaviors are used to define an attentive audience specific to an advertiser’s campaign.

Tags

Native Advertising
Retargeting
Targeting
Digital
Taboola

Clients

The Motley Fool