‘Marketers guide to success is about finding the right users and finding them at scale’
At Pitch CMO Summit Delhi 2024, Kanika Mittal, Country Manager - India, Taboola decoded the open web and shared expert tips for dominating it. Mittal shared tips on how to turn the endless possibilities on the Internet into tangible results. One important point she brought up was the need for marketers to assess whether their ad dollars are following the time being spent on the open web by the customer. “Then you also need to ask yourself if you are tapping into the attention deficit economy and making sure your ads are capturing attention in a short time span,” Mittal added.
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With Taboola, for instance, aspects like editorial strength and the power of contextual placement, help the company to deliver on a higher emotional response viz a viz display ads. “This is purely because there is magic when you do content and context together,” Mittal said. She also shared that with respect to full funnel marketing, there is a lot happening at Taboola by way of driving performance.
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“We are able to drive 50% more conversions with our new product called Max Conversions, there’s up to 30% CTR Improvements from Motion Ads and up to 2.5X page engagement lift with Taboola pixel,” she mentioned. The ad experiences, Mittal added, are designed to appear in moments of attention across mobile & desktop. Speaking of crafting swift hits with AI at Taboola, Mittal said that the company helps create impactful, customer focused ads, deepening connections using personalisation. The steps that are focused on in this respect are – personalised ad creatives, testing and optimising continuously, focus on contextual relevance, enhanced user experience and optimising for audience segments. To sum it up, Mittal says that marketers guide to taylor-made success, is about finding the right users and finding them at scale. “It is about tapping into them in a media efficient manner and driving efficacy for the media investments for the brand. All of this is done in a highly measurable and transparent format, so when you speak to the team you will realise that our transparency with advertisers is of next level,” she added. Mittal also reiterated that since it’s the Open Web, the company makes sure that the offerings are brand safe. The secret chords for advertiser success at Taboola are – content discovery, AI-enhanced creative innovation and precise contextual targeting. “We are more than just ads on a website. We bring the whole publisher ecosystem alive with our tech and our focus on generating lifetime value for their readers as well. We also drive user action at scale for our advertiser partners,” she concluded. For more updates, be socially connected with us on
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Tags : E4M Events Taboola Pitch Cmo Summit Kanika Mittal Marketing