Video is Now Working: Publishers & Advertisers Get it, and Taboola is Proof

Video is Now Working: Publishers & Advertisers Get it, and Taboola is Proof

The video industry is growing fast. According to eMarketer video advertising on its own is considered to have the fastest growth trajectory versus all other online ad formats and is expected to surpass rich media display in terms of total ad spending. As David Hallerman, eMarketer principal analyst put it, "...the growing consumption of online video has done more to attract brands than any other online ad format." 

Supporting Video Services Like Taboola are Further Proof

Along side the growing video industry, it’s interesting to see what supporting video platforms and services are growing and fast -- such as real time exchanges such as Adap.tv, or syndication platforms like CineSports, 5min, NDN and video recommendation & distribution companies such as Taboola that can now celebrate that they own the first result on Google for “Video Recommendation." (Congratulations Taboola)

Video is Now Working: Publishers & Advertisers Get it, and Taboola is ProofWe first wrote about Taboola 3 years ago here, a year and a half after Founder and CEO Adam Singolda started the company.

Publishers See The Power in Providing Video Recommendations

Video is Now Working: Publishers & Advertisers Get it, and Taboola is ProofThe reason Taboola was able to capture that real-estate on the search monster is simple. It’s not because they have great SEO (though it's not bad either), or a destination site most people know about and visit daily - it’s because the amount of sites that now use Taboola and place a Taboola widget on their homepages, article pages and video pages is massive.

Anywhere from sites such as The NYTimes, USAToday, The Hollywood Reporter, Hearst, IGN, Bloomberg, Reuters and more. Now when publishers place a Taboola snippet on their page, Google bots picks it up and thumbs up Taboola for it.  From Q1 2011 to Q1 2012, Taboola grew it's number of publisher clients by 1400%.

Growth Spurs New Demand For Video Advertising Inventory

Beyond what it means to a startup like Taboola this is an interesting indication that the market has matured. Video is finally, after 4 years, working. It means that there is finally a real and meaningful demand from premium advertisers to buy video advertising online, and there is little supply for premium publishers to answer that demand. This is a good problem to have, and it’s also a new one.

Video wasn’t “working” 2 years ago and not even last year. But it is working now, with $30-$50 CPMs, and publishers want a whole lot of it. And that’s why it became a good time to convert users to watch videos using personalization techniques as well as spend marketing budget to acquire engaged users from other sites to come watch videos on your site. A space Taboola is also leading, showing paid videos to 120M people month now (vs. 80M 6 months) according to Quantcast.

Video is Now Working: Publishers & Advertisers Get it, and Taboola is Proof

Taboola is #1 on Google for Video Recommendations, true, but really what it means is that video is working, and it’s time to double down on creating viewership and engaged users. Good luck !


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About the Author -
Mark Robertson is the Founder and Publisher of ReelSEO, an online information resource dedicated to the fusion of video, technology, social media, search, and internet marketing. He is a YouTube Certified, video marketing consultant and video marketing expert, popular speaker, and considered to be a passionate leader within the online video and search marketing industries. View All Posts By -

What do you think? ▼
  • DezFutak

    The irony is that Taboola has snapped the #1 slot on Google for such a keyphrase shouldn't be missed by the Big G since they've invested so heavily in video. Maybe Taboola's under-the-radar approach is indicative of the way things are heading: away from centralised content that is synicated towards widgetized content that comes from a range of sources.... time will tell.

  • AzzamSheikh

    You seriously kidding right?  The keyword 'video recommendation' has no significant value whatsoever in SEO

    • http://www.reelseo.com/ reelseo

       @AzzamSheikh I would tend to agree with you except that in this case, we're only using that as an indication of the fact that there service is being used by lots of publishers.

      • AzzamSheikh

         @reelseo But the basis of the article was the impact serps had on increasing the recruitment of publishers, however Semrush reports http://www.taboola.com/ only having 15 keywords that it is ranking for and those only amount to a few 1000's searches, there simple is no data to proof that increase in publishers was due to Google ranking? 
         
        The second part of the article indicates referalls due to the widget, now that would be an accurate reflection.

        • http://www.reelseo.com/ reelseo

           @AzzamSheikh I'll have to re-read what I wrote then.  I wasnt trying to say that their ranking had anything to do with publishers finding out about them (as you mentioned - it isnt a frequently searched phrase), but rather that because so many publishers have installed there widget, they are now ranking quite high for a broad match term.     I appreciate your feedback because I'm an SEO guy and was a bit worried how this might read.   Suffice to say - I completely agree with you - was trying to communicate something slightly different.  

  • DezFutak

    The irony is that Taboola has snapped the #1 slot on Google for such a keyphrase shouldn't be missed by the Big G since they've invested so heavily in video. Maybe Taboola's under-the-radar approach is indicative of the way things are heading: away from centralised content that is synicated towards widgetized content that comes from a range of sources.... time will tell.

  • AzzamSheikh

    You seriously kidding right?  The keyword 'video recommendation' has no significant value whatsoever in SEO

    • http://www.reelseo.com/ reelseo

       @AzzamSheikh I would tend to agree with you except that in this case, we're only using that as an indication of the fact that there service is being used by lots of publishers.

      • AzzamSheikh

         @reelseo But the basis of the article was the impact serps had on increasing the recruitment of publishers, however Semrush reports http://www.taboola.com/ only having 15 keywords that it is ranking for and those only amount to a few 1000's searches, there simple is no data to proof that increase in publishers was due to Google ranking? 
         
        The second part of the article indicates referalls due to the widget, now that would be an accurate reflection.

        • http://www.reelseo.com/ reelseo

           @AzzamSheikh I'll have to re-read what I wrote then.  I wasnt trying to say that their ranking had anything to do with publishers finding out about them (as you mentioned - it isnt a frequently searched phrase), but rather that because so many publishers have installed there widget, they are now ranking quite high for a broad match term.     I appreciate your feedback because I'm an SEO guy and was a bit worried how this might read.   Suffice to say - I completely agree with you - was trying to communicate something slightly different.