CASE STUDY  

The Independent Singapore

The Independent Singapore Finds Taboola News a Top Source of Traffic from Partner

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The Independent Singapore Finds Taboola News a Top Source of Traffic from Partner

  • #3 Taboola Traffic Referral Source
  • 3% Higher Views Per Visit Than Other Taboola Traffic Sources
  • 76% Increase in CTR with Taboola Feed

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Company

The Independent Singapore, launched in 2013, is a news website that offers in-depth perspectives and analyses on current affairs, economics, and politics in Singapore.

Challenge

Increase traffic and revenue by diversifying advertising channels and referral sources.

Solution

Use Taboola News to drive traffic to The Independent Singapore website and implement Taboola Feed to monetize articles.

Results

Taboola News became a top-three Taboola traffic referral source for The Independent Singapore, generating 3% higher views per visit than other sources. Taboola Feed increased CTR by 76%.

Introduction

The Independent Singapore, launched in 2013, is a news website that offers in-depth perspectives and analyses on current affairs, economics, and politics in Singapore. The platform is owned and operated by journalists, with a mission of giving voice to the voiceless.

The Independent Singapore Increases CTR by 76% with Taboola Feed

The Independent Singapore Increases CTR by 76% with Taboola Feed

The Independent Singapore was already using Google AdSense, Facebook Instant Articles, and other content recommendation to monetize its content. Still, the publisher wanted to diversify its advertising channels to increase revenue. That’s when they found Taboola, the world’s largest content discovery platform, which serves over 450 billion recommendations to over 1.4 billion unique visitors every month.

First, The Independent Singapore implemented Taboola Feed on its article pages, delivering AI-powered, personalized ad recommendations to readers at the moment they’re ready to consume new content. The publisher also used Taboola’s Explore More feature to re-engage people who visited from external apps like WhatsApp or iMessage. Once these users leave an article and click back to their app, they’re shown a feed of personalized content recommendations, further engaging them and driving revenue.

With Taboola Feed, The Independent Singapore increased its ad clickthrough rate (CTR) by 76% in just one quarter

Taboola News Becomes the #3 Taboola Traffic Referral Source for The Independent Singapore

Beyond monetization, The Independent Singapore was able to drive more traffic to its website with Taboola News. In fact, they became the first publisher in Singapore to use this feature.

Taboola News delivers personalized publisher content across distribution partner platforms like vivo, and more — reaching people when they’re most receptive to reading content.

Tens of millions of users across the globe see Taboola News content at the right moments, such as when they swipe from their phone’s home screen, open their computer’s browser, and wake their phone to check notifications.

As a result, Taboola News is now the third-biggest Taboola referral source for The Independent Singapore. Taboola News also generates 3% higher views per visit than other sources. As a trailblazer in its industry, The Independent Singapore is now the leading example for how publishers in their country can use Taboola to increase website
traffic and engagement.

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“Taboola’s account management team has provided great support as we diversify our advertising mix. Taboola News is now the third biggest Taboola traffic referral source for The Independent Singapore. We’re proud to be a leading and successful example of how publishers in Singapore can partner with Taboola.”

- Kumaran Pilla, Publisher, The Independent Singapore