Manorama Online
Manorama Online boosts engagement with Taboola for Audience, contributing 16% of pageviews
Manorama Online boosts engagement with Taboola for Audience, contributing 16% of pageviews
- +16% Overall Pageviews Contributed by Taboola
- 85% Overall Pageviews Contributed by Taboola Uplift in CTR from Article For You
- 48% Uplift in CTR from Homepage For You
- 14% Uplift in CTR from Taboola Push
Company
Manorama Online is the digital arm of Malayala Manorama, India’s most trusted Malayalam- language media house, reaching over 36 million monthly users worldwide.
Challenge
Manorama Online wanted to deepen user engagement by making it easier for readers to discover relevant content, increasing time on site and overall stickiness with recirculation.
Solution
Taboola for Audience, including Homepage For You, Article For You, Taboola Push, and Newsroom insights, delivered tailored recommendations across web, app, and newsletters.
Results
Taboola for Audience contributed over 16% of Manorama Online’s total pageviews, driving a 48% uplift in CTR on the homepage, 85% uplift mid-article, and a 14% uplift from push notifications.
Introduction
Manorama Online is the digital arm of The Malayala Manorama, one of India’s most trusted and influential media houses. It is the #1 Malayalam-language news platform globally, with 46M+ monthly users, including a large international Malayalam-speaking audience.
Malayala Manorama is known for its commitment to provide accurate, timely, and impactful journalism upholding the values of journalistic integrity, credibility, and social responsibility in all our endeavors.
Manorama Online sought to boost engagement through personalization
Manorama Online wanted to strengthen reader engagement by increasing time on site, improving content discoverability, and driving more organic recirculation. The goal was to keep audiences exploring more stories through a personalized experience that would lead to higher pageviews. After testing internal solutions, the team decided to expand its partnership with Taboola to adopt proven personalization tools.
They chose Taboola for Audience solutions for its easy integration, strong editorial controls, and long-standing expertise in content recommendations and insights. Today, Manorama Online uses Homepage For You, Article For You, and Taboola Push to personalize the user journey, which contribute to more than 16% of total pageviews.
Manorama Online lifts CTR up to 85% with Homepage For You and Article For You
To deliver a more personalized experience, Manorama Online implemented Homepage For You and Article For You. Homepage For You is Taboola’s AI-powered technology that transforms a static homepage into a dynamic feed, combining editorial curation with machine learning to surface the stories each reader is most likely to engage with. Article For You applies the same approach within article pages, showing a tailored mix of related editorial and sponsored content mid-article to encourage deeper recirculation.
These solutions now personalize the user journey across web, app, and newsletter, creating a consistent experience wherever readers engage. With Taboola, Homepage For You delivered a 48% uplift in CTR, while mid-article Article For You achieved an 85% uplift in CTR and now drives 16% of story pageviews. The flexibility of Taboola’s APIs also allows Manorama to extend personalization across multiple platforms and experiment with placements, designs, and content strategies that balance editorial input with algorithmic recommendations.
Manorama Online drives 14% higher CTR with Taboola Push
Manorama Online also added Taboola Push to extend these tools help drive loyal traffic, boost recirculation, and personalization beyond the site itself. Taboola Push is a web-grow subscriptions with minimal effort from the editorial team. Taboola Push is a web-based notification tool that lets publishers send real-time alerts directly to a reader’s desktop or mobile browser. When a visitor opts in, they receive short, timely updates that link back to new stories or offers, even when they’re not on the site, much like a breaking news alert from a news app, but without requiring a download.
Because Taboola Push is built into Newsroom, editors can use data-driven insights to decide which stories to promote, when to send alerts, and how to maximize engagement. Together, these tools help drive loyal traffic, boost recirculation, and grow subscriptions with minimal effort from the editorial team. For Manorama Online, this strategy delivered a 14% uplift in CTR compared to periods without Taboola.
Manorama Online plans to expand Article For You across mobile and API
Manorama Online sees strong potential for expanding Article For You into its mobile apps and through API-based integration. In mobile, A4U can draw on in-app signals such as scroll depth, reading time, and visit frequency to deliver even more precise recommendations that improve engagement and retention. The native app environment also allows for smoother design integration, making personalization feel like a natural part of the reader journey.
Through APIs, A4U becomes highly flexible and scalable, enabling Manorama Online to extend personalization across websites, mobile apps, AMP pages, and partner platforms. This approach also gives the team the freedom to experiment with different placements, designs, and content strategies, blending editorial inputs with algorithmic suggestions to optimize performance across every channel.
Our long-standing partnership with Taboola has been a key component to driving revenue and engagement at Manorama Online. Their expert account management team and recommendation engine have enhanced monetization, content discovery, and user experience.. It’s more than a tech tie-up, it’s a strategic collaboration that grows with our business.”
- Mariam Mathew, CEO, Manorama Online