Discovery platform Taboola has announced an exclusive partnership with media company Zee Media. Set for a two-year duration, the partnership will see Zee Media implement Taboola Feed on desktop, mobile web and in-app to increase user engagement and generate additional revenue.
Zee Media will launch Taboola Feed, a vertical-scrolling feed that enables users to access content, including articles, in-feed video and premium content. Similar to how people experience social networks, Taboola Feed encourages audiences to stay engaged on a publisher’s site by scrolling through a personalised stream of content, video and other experiences the user might be interested in discovering next.
Zee Media will also leverage Taboola Newsroom’s insights and A/B testing capabilities, providing editorial teams with actionable insights and data about content performance in real time. Editors and writers will now be able to test the performance of headlines, thumbnails and story placements in real time and discover topics their users are most interested in reading about to create editorial best practices over time. The platform also provides editors with unique insights on trending topics from Taboola’s network.
Additionally, the publisher will use Taboola’s Audience Exchange to strategically manage and optimise the flow of traffic across publisher partners’ properties.
Ashok Venkatramani, MD at Zee Media, said, “ZMCL is one of the largest digital networks in India, registering more than 60 million users per month on ComScore. ZMCL Digital Products are among the fastest growing websites and applications worldwide. With over 15 digital properties, we deliver unbiased and verified content spanning across all genres which is trusted by users across the globe. Establishing long-term relationships with innovative partners is key to our growth strategy as we look to build meaningful connections with our audiences.”
“I am confident that Taboola’s technology and team will assist us in our strategy, and we look forward to working together,” he added.
According to eMarketer, adults in India will spend an average of 86 minutes per day with digital media in 2019, with mobile specifically accounting for about 70 minutes per day.
Adam Singolda, CEO and founder at Taboola, said, “Reaching users during their key ‘moments of next’ when they’re open to discovering new and interesting content is a key part in users’ digital journey.”
“We understand how vital quality journalism is today in India and are honoured to partner with Zee Media in their journey,” he added.
Zee Media reaches more than 220 million users on broadcast and 60 million on digital per month, owns news brands such as Zeenews.com, India.com, DNAIndia.com and WIONews.com.
Taboola enables over 1.4 billion people to discover what’s interesting and new. Powered by Deep Learning, AI, and a large dataset, Taboola’s discovery platform creates new monetisation, audience and engagement opportunities for digital properties, including publishers, mobile carriers and handset manufacturers. Advertisers use Taboola to reach their target audience when they’re most receptive to new messages, products and services.