Taboola Brings Video Discovery to Canada
ADOTAS – Oh, Canada! Your vast frontier has long intrigued Taboola, a New York startup via Israel, and long have your online publishers desired its video recommendation solution. Through a new partnership with Canadian Internet portal and media company Canoe.ca, the company is bringing its video discovery and distribution platform into the Great White North for its first international expansion.
Employing a widget connected to a publisher’s video library that can be spread out internally or on third-party sites, Taboola provides video recommendations based on behavioral and contextual algorithms. Interestingly, the widget primarily drives traffic from non-video pages to higher-CPM video pages.
“We share a similar value to search engines in that we convert less valuable inventory,” said founder and CEO Adam Singolda. “We provide uplift in the video market by turning readers into viewers.”
Taboola’s widget has improved clients’ video performance by upwards of three times while improving click-through rates by as much as 2.5 times. While the company takes a percentage cut of the uplift a client receives from the video recommendations, Taboola gains incremental revenue from employing a text advertisement within its recommendations.
Through major publishers such as CNN, Kiplinger, Slate and NYTimes.com, Taboola reaches 51 million consumers monthly to create an addition 1 million hours of video viewing time.
Singolda called Canoe.ca the “Yahoo of Canada,” and looked forward to further expansion in the new market.
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