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Experience with native ad companies like Taboola, Outbrain, Nativo, etc?

I'm working with someone who's exploring promoting their content through in-feed native ad offerings like Nativo and TripleLift, along with 'recommended content' players like Taboola and Outbrain. I'm curious to hear from anyone who's had experiences with these, what you think of them, and how they've worked for you. Thanks.

3 Replies

John Eaton
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John Eaton Advisor
Digital Innovation Executive and Entrepreneur | Unlocking the value of data and consumer relationships.
We are using Taboola to drive traffic to a content marketing website - business objective is to grow thought leadership, awareness and share of voice in a large and active online category. The website has great content on it, loaded with all the right keywords and focused on specific topic areas and audience segments. Taboola spend gives us relatively low cost large amounts of traffic which are converting to downloads of our content at lower rates than we like, but we still think it is more effective than paying more forLinkedIn, FB and TWT clicks - these give us wayless traffic but higher conversion rates. We are still pushing these social channels also, but at much lower levels. Taboola allows us to get on large publisher sites that we are interested in at much lower rates than directly. Even though it is probably a bunch of left over inventory, we still feel like it is our best option at the moment. My big issue is that we are not growing our organic search and organic social enough. Would love to find a paid strategy that grows the organic foundation better.
Jory Des Jardins
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BlogHer Co-Founder | startup advisor | revenue scale and growth expert | digital media innovator | content strategist
I've worked with many of these players from the publisher side. Reputationally some of the content distribution mechanisms are better than others. It depends on the focus. B to B it's Linked In. Consumer I would say Outbrain/Taboola, though in my experience Taboola is a bit more mass market than Outbrain. Outbrain is by and large more premium, though all of these sites have their occasional bit of low-grade content. You will pay more with Nativo/Triple Lift, but the placements are more targeted and can go to either B to B or B to C.
Chuck Tanowitz
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Chuck Tanowitz Entrepreneur • Advisor
Content, marketing, and PR for companies on a mission
For most of my B2B thought leadership campaigns, LinkedIn proved to be a very effective tool. We also used Medium as a way to share content that needed to work through other channels. Usually we created programs that used a combination of the two.

My experience with Outbrain has been that it drives clicks, but most of that isn't qualified traffic. Little converted and it did not offer much by way of SEO, especially for B2B situations. That may differ when it comes to B2C.

A lot of publishers are now offering paid content as part of a general offering. There is no easy way to compare one publication to another in terms of pricing or results. I've done some research here and I'm happy to share, but overall you need to choose your channel and negotiate a deal.
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