CASE STUDY  

MHS Digital

MHS Digital Sees RPM Uplift of 37% with Taboola Feed Across Platforms

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MHS Digital Turns to Taboola for Support and Engaging Design of Feed

  • 37% Uplift in RPM after Taboola Feed was implemented across platforms
  • 26% Uplift in organic CTR (Stuttgarter Nachrichten)

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Company

MHS Digital is the ‘digital heart’ of Medienholding Süd GmbH and belongs to one of the biggest digital networks in the south of Germany.

Challenge

After working with other recommendation providers in Germany, MHS Digital was looking to increase revenue and engagement with organic content.

Solution

Implement Taboola Feed across multiple platforms to increase revenue and engagement with organic content.

Results

With Taboola Feed, MHS Digital saw a 37% increase in revenue from Taboola. Organic CTR increased for multiple sites, most notably by 26% for Stuttgarter Nachrichten.

Introduction

MHS Digital is the ‘digital heart’ of Medienholding Süd GmbH and belongs to the group of companies of Südwestdeutsche Medienholding GmbH, one of the largest media companies in Germany with headquarters in Stuttgart.

The SWMH includes daily newspapers (for example Süddeutsche Zeitung, Stuttgarter Zeitung, Stuttgarter Nachrichten and Schwarzwälder Bote Mediengruppe), specialist journals, printing press businesses and radio companies, online portals and service companies.

MHS Digital Turns to Taboola for Support and Engaging Design of Feed

MHS Digital had worked with other content recommendation players in the region which were less successful on the same sites and placements as Taboola.

MHS Digital was especially thrilled with the design and visual appearance of Taboola Feed, which could be customized to provide a good user experience for their audience.

Taboola was able to provide both, MHS Digital hit all of their most important key performance indicators (KPIs)— increase revenue through more organic click rates, increase engagement, and increase user retention through session depth.

Taboola Feed was launched on two of MHS Digital’s most notable sites: Stuttgarter Nachrichten and Stuttgarter Zeitung.

Taboola Feed Positively Impacts Every KPI, From Revenue to CTR to Session Depth

The impact that came from switching from the traditional widget to Taboola Feed was huge—MHS Digital saw a 37% increase in revenue from Taboola Feed.

Organic CTR increased for multiple sites, most notably by 26% for Stuttgarter Nachrichten.

For Stuttgarter Zeitung, organic CTR increased by 19%. The launch of Taboola’s audience exchange feature through Taboola Feed also provided MHS Digital with a remarkable increase in subscriptions to the paper.

MHS Digital also measured the success of Taboola Feed by an increase in scroll depth, which they define as the amount of time users scroll.

As of today, 5 to 7% of the reach from Stuttgarter Nachrichten and Stuttgarter Zeitung comes from Taboola. They plan to implement Taboola Feed on more pages in MHS Digital network, while also leveraging the technology for monetization on additional MHS Digital sites.

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We were previously working with other recommendation providers that weren’t performing as we had hoped. When we implemented Taboola Feed, we saw unprecedented performance in terms of revenue and engagement. Taboola Feed marks a milestone in our collaboration with Taboola.

- Milena Schmid, Head of Marketing and Sales at MHS Digital