Campaign Used Taboola Targeting Tools To Drive Over 2500 Conversations In One Month
Taboola (Nasdaq: TBLA), a global leader in powering recommendations for the open web, won this year’s Programmatic and Native Advertising category in the Performance Marketing World Global Awards for an innovative campaign in partnership with Kaspersky in Brazil. The campaign saw Kaspersky Global beat its cost per acquisition (CPA) target by 86%.
The annual Performance Marketing World Global Awards celebrate pioneers, campaigns and strategies in digital marketing, and are judged by a panel of international industry experts and business leaders from around the world.
The Brazilian Kaspersky campaign drove 2,522 conversions in just one month, performing better than any other display channel. The campaign involved native image and video adverts targeted towards three distinct audiences: “IT Geeks”, “Gamers” and “Families”. Kaspersky used Taboola’s targeting tools, Taboola Attentive Audiences and the Taboola Pixel, to target these audiences, and reach people who’d spent time on Kaspersky’s website but hadn’t yet made a purchase. SmartBid, Taboola’s automated bidding tool, helped Kaspersky identify users who were most likely to convert, and optimise bids to reach them. Kaspersky’s CPA goal was $45, but Taboola’s innovative technology helped to reduce the campaign’s CPA to just $6.70.
In the wake of the successful campaign, Kaspersky and Taboola will continue to work together on campaigns in a variety of markets, optimising these to generate conversions at low cost and at scale using Taboola’s market-leading technology.
Adam Singolda, CEO of Taboola, said, ‘Brands are looking for clear ROI for their campaigns and with Taboola’s unique targeting tools and dedicated account management team, Kaspersky is a great example of how we partner with brands to drive conversions at scale and drive down cost per acquisition. When it comes to reaching the right people, our long experience in the open web means we can match campaigns to the people interested in the product.’
Fruzsina Csabai, Senior Digital Media Manager at Kaspersky said, ‘Winning in the programmatic and native category is a testament to our ability to blend technology and creativity seamlessly, resulting in a highly impactful and engaging campaign in Brazil. I feel it signifies that our strategy and execution have surpassed industry standards, and solidifies the place of native advertising in next year’s strategy. It is also a validation of hard work, excellent communication between different teams, and unwavering commitment to test new tactics continuously.’