CASE STUDY  

HuffPost Korea

HuffPost Korea Drives 40% Increase in RPM with Taboola Feed

HuffPost Korea Blinkist Logo

Taboola Increases CTR and RPM for HuffPost Korea Through Strong Partnership

  • 40% Increase in Revenue Per Mille (RPM)
  • 60% Increase in Click- Through-Rate (CTR)

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Company

HuffPost Korea is a leading daily news and opinion website and blog in South Korea, and is an affiliate of HuffPost Inc.

Challenge

Increase revenue and CTR for HuffPost Korea with traffic from other sources than social channels.

Solution

Use Taboola Feed to circulate both sponsored and organic content on article pages to drive revenue.

Results

With Taboola, HuffPost saw a 40% increase in RPM and a 60% increase in CTR.

Introduction

HuffPost is a news and opinion website and blog that has both localized and international editions. It was founded in 2005 by Andrew Breitbart, Arianna Huffington, Kenneth Lerer, and Jonah Peretti.

HuffPost Korea is an affiliate of HuffPost, and circulates news and opinion articles in South Korea.

HuffPost Korea Seeks to Diversify Revenue Channels Outside of Social Media

The most important success metrics for HuffPost Korea are traffic and revenue. Before partnering with Taboola, HuffPost Korea’s main objective was to focus on an increase in direct traffic without relying on the HuffPost portal.

The Korean market is unique, and HuffPost Korea needed to reach readers interested in the fresh perspectives they provide, while also staying competitive with other news sites.

They turned to social channels, but struggled with their targeting and traffic limitations. Taboola Feed provided them with a solution to recirculate both organic and sponsored content, driving more revenue and engagement on site.

Taboola Feed was a good fit-it’s engaging design brought the impact of the social news feed to HuffPost Korea’s article pages, where users could continue to engage with content after reading an article.

Taboola Increases CTR and RPM for HuffPost Korea Through Strong Partnership

After implementing Taboola Feed, HuffPost Korea saw an 40% increase in RPM and an 60% increase in CTR-both providing a significant impact on their business.

Aside from performance metrics, HuffPost Korea values their partnership with Taboola-they’ve grown to have confidence in constant communication they receive from the account management team, and described this communication as the biggest asset they’ve gained from Taboola Feed.

HuffPost Korea is constantly growing with Taboolacontinual communication has improved the effectiveness of Taboola Feed.

Quote Icon

I look at all metrics with interest, but the most important things I think about are CTRs and RPM. While Taboola has been able to increase both, the most important aspect of our partnership is communication. The confidence built with the constant communication between us and Taboola is the biggest asset we gain from Taboola Feed. I am always amazed by their quick feedback and kindness.

- Kwangwook Roh, Manager, HuffPost Korea