CASE STUDY  

The Post Internazionale

The Post Internazionale Increases Revenue with Taboola Feed and ‘Next Up’ Feature

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Taboola Feed Displays Better Quality Sponsored Content than Previous Partners, Increasing Revenue

  • 20% Increase in Revenue
  • 15% Increase in Sponsored Content CTR
  • 30% Increase in Organic Content CTR

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Company

The Post Internazionale, abbreviated as TPI, is an Italian online newspaper published by The Post Internazionale Srl.

Challenge

Increase revenue from sponsored content and engagement with organic content on all article pages.

Solution

Implement Taboola Feed on all articles pages and AMP pages, as well as Taboola’s ‘Next Up’ and ‘Read More’ publisher features.

Results

With Taboola, TPI has seen a 20% increase in revenue, as well as a 15% increase in CTR for sponsored content and a 30% increase in CTR for organic content.

Introduction

The Post Internazionale, abbreviated as TPI, is an Italian online newspaper published by The Post Internazionale Srl. It is based in Rome, Via Aniene 30. The publication is registered at the Court of Rome.

The founder and director of TPI.it is Giulio Gambino, a journalist who worked at l’Espresso and La Stampa. TPI is characterized by a clear, fast and impartial language—the always up to date news that readers want. They offer quality content that creates a powerful bond with readers.

Taboola Feed Displays Better Quality Sponsored Content than Previous Partners, Increasing Revenue

Taboola Feed Displays Better Quality Sponsored Content than Previous Partners, Increasing Revenue

In the past, TPI worked with a content recommendation partner that didn’t perform as well as they had hoped. TPI faced low revenue per mille (RPM) and weren’t getting the service they required to be successful.

After testing Taboola Feed, they saw the quality of the ads improve. When they saw their revenue increase, they implemented Taboola Feed across all article pages.

This includes Google AMP pages, which are automatically enabled for all mobile Taboola Feed implementations.

The Taboola Feed brings the familiar continuous scrolling experience that users love to publishers’ sites on the open web. This next generation below-article experience delivers engaging ‘card’ formats that contain a variety of content including video, articles, slideshows, and a host of third-party experiences, all personalized for the user.

Taboola Feed inspires users to discover more content, stay longer on site and drive significant revenue growth.

Additional Features Including ‘Next Up’ and ‘Read More’ Increase Engagement with Organic Content

In addition to Taboola Feed, TPI uses two additional features that Taboola offers their publisher partners— ’Next Up’ and ‘Read More’—to increase user’s engagement with organic content.

Next Up re-engages users before they bounce by surfacing recommendations above the fold in a sticky slider unit. This produces on average up to a 4% increase in session depth and up to a 13% increase in RPM.

In addition, Taboola’s Read More feature increases visibility and revenue in two distinct ways—including a Read More call to action above Taboola Feed drives higher monetization and engagement for visitors likely to bounce, while letting others read the full article. This feature requires no development work on the part of the publisher.

With Taboola, TPI has seen a 20% increase in revenue, as well as a 15% increase in CTR for sponsored content and a 30% increase in CTR for organic content.

TPI looks forward to expanding their partnership with Taboola in the future as they look to continue to implement new and better experiences for their users

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We’ve had other types of recommended content on our site, like Outbrain, in the past, but we didn’t appreciate it as much. With Taboola, we’ve had a great experience with their account management teams as well as seen great growth in terms of revenue and engagement.

- Giulio Gambino, Founder and Director, The Post Internazionale (TPI)