TABOOLA
CREATIVE
PLAYBOOK:
TECH

2024

00
01
0203
04
TABLE OFCONTENTSINTRODUCTIONTABOOLA FEED &READERSHIP INSIGHTS

CREATIVE INSIGHTS

RECAP

APPENDIX

22

00Introduction
3

INTRODUCTION
00

WHO
WE AREThe Taboola Creative Shop consists of a
global team of Strategists, Data Experts,
Designers, Video Editors, Copywriters,
Translators, and Engagement Managers
who are here to provide relevant andstrategic creative recommendations to ourmost valued partners.

Creative strategy & analysis
Create, develop, enhance assets
Write and optimize copy
Source images & motionLanding page & funnel tips
Host custom workshops
Brand lift studies

4

INTRODUCTION
00

OBJECTIVESThis report will provide insights on creative and content trends seen
across the Taboola network, specific to the Tech vertical in order tohelp you source the right creatives for your Taboola campaign.
Analysis is inclusive of data from 2023 across multiple geos andadvertisers KPIs.
Additional insights come from a market analysis of externalsources, as well as Taboola’s own organic readership data.
The category “Tech” is inclusive of B2B tech, software, consumerelectronics, apps, and other industries pertaining to technology,computing, and innovation.

5COMPANY

CHALLENGE

SOLUTIONRESULTS

Placetel is one of the leading
providers of cloud-based callingand collaboration solution and has
been part of the global Cisco
family since 2018.

Increase awareness ofPlacetelbusiness-to-business(B2B) service in Germany.
Plus get first conversions
from native advertising.

Work with Taboola to distributenative video and sponsoredcontent campaigns to increase
brand awareness, andeventually after seeing suchhigh- quality traffic, drive
Placetel sign-ups.

Placetel drove sign-ups in just
6 months with Taboola. Theirmarketing activities saw an 250%
increase in impressions, andincreased native andprogrammatic conversions by
750% with the addition ofretargeting campaigns.

“Generating B2B leads with native and programmatic
traffic was a challenge for Placetel in the past, which is
why when we started out with Taboola campaigns, wefocused on brand awareness. When we saw high-quality
traffic coming through the door, we quickly pivoted andimplemented retargeting campaigns, which ultimately led
to conversions. This is Placetels first great success withnative campaigns.”- Jerome Schramme, Performance Marketing Manager

80M

750%

33%

Impressions

Increase in Placetel
native Sign-Ups

Of Placetel Sign-Ups
Driven by RetargetingCampaigns
601
Taboola Feed& Readership
Insights

7

APP
PROMOTION
How To Get A Mortgage
10 Steps To Success
BestInvest

STATIC ADS

Reach consumers effectively
and safely through open web
partnerships that deliver
value for marketers.

Run both video and image
assets with formats that
capture attention.

MOTIONAD

TABOOLA FEED & READERSHIP INSIGHTSWE POWERRECOMMENDATIONSON THE OPEN WEBTop 15 destinations to spend
a perfect vacation inTraveler

VIDEO AD

Drive business results byreaching people genuinely,
effectively and at the rightmoment.

8This analysis portrays readership data across Taboola’s
network of over 9,000 publisher properties and 500M+ daily
active users, observing various topic insights.

TABOOLA FEED & READERSHIP INSIGHTSTOPIC TRENDS

Topic Insights uses an AI system called Natural Language
Understanding (NLU) to identify the topics of all the articles
from Taboola’s many news publisher partners. Page views
are then aggregated to each of those articles by topic, which
in a sense provides a trending topic indicator reflecting theinterests of news read.

9

TECH
2023 TOPIC TRENDS*

Readership analysis exhibits a strong
affinity for internet technology, with web
search and social networks capturing asubstantial portion of engagement.
Additionally, interest in operating
systems like Linux and Windows,
coupled with consumer electronics
such as game systems and cameras,reflects a diverse range of technologicalinterests among our audience.

TABOOLA FEED & READERSHIP INSIGHTSOver 225 billion unique pageviewsrelated to Technology have beenrecorded in the Taboola Network
globally during 2023.

TABOOLA TIP: Tailor your advertisingstrategy to match the interests of yourusers spanning from Internet
Technology to Consumer Electronics
and beyond. Whether it's promoting
innovative computer components,
cutting-edge security solutions, orcaptivating consumer electronics ensure
your ads resonate with tech-savvy
audiences by highlighting the need ofrelevant products or services.

*Based on Taboola’s proprietary categorization algorithm within the Technology
category10AIPASSWORDS+623%+1.218%

Traffic in the last 90 days

Traffic in the last 90 days

DATA

DATA BROKERS

+10%

-59%

Traffic in the last 90 days

Traffic in the last 90 days

TECHNOLOGYNEWSMEDICALTECHNOLOGY

+82%

-98%

Traffic in the last 90 days

Traffic in the last 90 days

TABOOLA FEED & READERSHIP INSIGHTSTECHKEYWORD TRENDS OVER THE PAST 90 DAYS

11

TABOOLA FEED & READERSHIP INSIGHTS

TECH
PUBLISHERSOVERVIEW
Looking at Taboola’s
top tech publisher
partners to see what
type of content istrending and try toidentify key trends.

12Brand Logos: Feature tech logos
in prominent yet subtle ways: on aproduct, in the background, etc.
Include the name in the headline.

Experts & Leaders: Put experts orfamiliar leadership figures front &center, preferably in motion. Use

Innovation: Include images thatLocations: Images feature

contextually visualize techinnovation, while including copy
about AI, metaverse, and VR.

exteriors of prominent buildings,offices, and destinations, while

TABOOLA FEED & READERSHIP INSIGHTSKEY TABOOLA INSIGHTS:
ORGANIC OVERVIEW OF TECHPUBLISHERS & CONTENT

names or quotes in the copy.

copy calls them out.

Products: Showcase theproduct on its own or insituation, where it’s being heldor used by people.
Communicate release updates,or what’s new or noteworthy
about it.

13

Review keywords trends:
Incorporate high-performing

TABOOLA FEED & READERSHIP INSIGHTSTABOOLATRENDS:
TECH

Review keyword
trendskeywords into your titles.
Use Dynamic Keyword Insertion
drive up click through rates.

Review image and video trends:
Follow creative best practices andavoid using text overlays.

Review image
and video trends

Use Motion Ads to drive up clickthrough rates.

1402
Creative Insights

15

KPIs
Use Taboola’s algorithm for lower funnel
promotions, content articles for performance &direct response to landing pages
Drive actions:◆ Leads◆ Purchase◆ Click to call
◆ Registration◆ Download◆ & more

CEO:New
SoftwareStreamlined
Top 3 This
Stocksto Watchin Summer
22 Despite
Looming
Recession
OurOperations(20% Off)
Brand
Name
B2B
Tech
Brand

Learn
Get More
Offer

CREATIVE INSIGHTS FOR PERFORMANCE CAMPAIGNSBOOST YOURPERFORMANCE KPIs

See
New
Rated 5 Stars
By
StartWhy
SavingonApp
YourGets
Car InsuranceToday
With [Brand]
Tech
Lovers [30% off]
Brand
Name
TechApp

Read More
InstallNow16

People: Include people’s faces,
whether it’s consumers
experiencing the product, orprominent figures representing it.

Product In Use: Feature hands
holding the product for a closeup
shot, OR feature a person holding
or using the product.

Color Pop: Put products

Screen Time: Use devices orfront & center on clean
and colorful backgrounds
to help stand out.

screens to show icons, messaging,or special technology features.

Reality Features: Showcase yourSubtle Branding: While Taboola

best product in suitable reality
environments: on desk, in kitchen,doesn’t recommend adding a logo toyour image, many advertisers

outdoors, etc. Visualize special
features: waterproof.

include branded and semi-branded
products, logos in the background of
the image, on product/packaging, orfeature key brand colors that arefamiliar to consumers.

BrandUnveils
Top
3 Stocks
to Latest
Watch Collectionin Summer Of
22 Despite
Looming
Recession
New Gadgets[Our Picks]
Brand NameConsumer
TechLearn MoreLearn
More

CREATIVE INSIGHTS FOR PERFORMANCE CAMPAIGNSKEY TABOOLA INSIGHTS:
IMAGE & MOTION

7 WaysThisonTechCan
GlobalToday
StartSaving
Your
CarHelp
Insurance
With[Brand][30% off]
EnergyProduction
BrandNameTech
ServiceReadMore
Try Now17

Subtle Branding:Color Pop:

Reality Features:

Product In Use:

People Speaking:

Screen Time:

CREATIVE INSIGHTS FOR PERFORMANCE CAMPAIGNSTABOOLA VISUAL EXAMPLES:
IMAGE & MOTION

18

influencer to provide their opinion ofQuestion Everything: Frame your titles asquestions your own audience would ask…
do I need this? Is my current technology

your product, acting as an advocate.

good enough?

Audience Inclusion: Hyper-target
and pre-qualify audiences withTechnical Specificity:
Communicate specific benefits or

Tech3 Expert
Predicted
5G 22 DespiteTopStocks Whoto Watch
in Summer
Looming
Success Recession
Says Watch This Company

callouts by demographic, interests,

features that help qualify audience

BrandBrand
Name
Tech

location or even device type andmembers, like whether the productoperating system.

is suitable for gaming or business.

Offers & Overstock: Promote

Improving Lives: Promote thespecial offers and discounts withtimely urgency, and reference

ways in which your technology orproduct can improve the lives ofavailability of products that need toconsumers.

Expert Opinions: Source anindustry expert, ambassador, orLearn MoreReadMore

CREATIVE INSIGHTS FOR PERFORMANCE CAMPAIGNSKEY TABOOLA TIPS:
TITLES & DESCRIPTIONS

be sold.
Modern Innovation: Encourage
Compare Alternatives: Remindforward-thinking by sharing how

customers why they should switch

your technology or product isfrom one product or service to yours,

game-changing, next generation, or

share what makes you different.

an upgrade from the past.

Outnumber Competitors: BePowerful Knowledge Share details

inclusive of numerical values in theof what potential customers must

form of numbered lists, ratings, data,know, in addition to what mostand cost.

people don’t know about theproduct technology.

CuriousAbout
AI? 100k{iPhone} Today
Start
Savingon YourCar Insurance
With[Brand]
OwnersUse [30%This off]
Health App
BrandName
TechApp

CTA
ButtonInsights:

Read
SignMoreUp

37% use LEARN MORE
23% use SEARCH NOW
9% use SHOP NOW
19Expert Opinions:
Tech Editor Swears By This Sustainable New Product

Question Everything:
Is Your Wifi Cutting It? It’s Probably Time To UpgradeAudience Inclusion:

Technical Specificity:

Android User? Tech-Lovers In America Started

Headphones For Gaming That Don’t Cost AUsing ThisFortune

Offers & Overstock:
Overstocked Tech Devices Discounted For A

Improving Lives:

Limited Time

2023

Compare Alternatives:

Modern Innovation:

How Latest Technology Sets This Tech Brand

Next Generation of AI Technology Is Here -ApartUpgrade Now

Outnumber Competitors:

Powerful Knowledge:

7 Reasons Why 53% Of Tech Lovers

Studies Show: What You Need To Know About

Upgraded Their Software

Technology 3.0

Life-Changing Technology Hacks You Need InCREATIVE INSIGHTS FOR PERFORMANCE CAMPAIGNSTABOOLA COPY EXAMPLES:
TITLES & DESCRIPTIONS

20

KEY TABOOLA
INSIGHTS:LANDING PAGE

Check Out This
Great Title
Add Subtitle here
BY MARTHA DÍAZ MARCH 12TH, 2022

Lorem ipsum dolor sit amet, consectetur adipiscing elit,

Page Design: Clean look and feel similar to a

sed do eiusmod tempor incididunt ut labore et dolore

native publisher article. Minimal use of colors infonts (black font on white background), headers ormagna aliqua laboris nisi ut aliquip ex ea commodo
consequat. Duis aute irure dolor in reprehenderit.

navigation bars. The text is designed in a narrow
way with wide shoulders.

CREATIVE INSIGHTS FOR PERFORMANCE CAMPAIGNSADVERTORIAL

Page Structure:- Header includes: Logo (top left corner), ‘Advertorial’
disclosure, and excludes navigation bars or links toother pages on site.
- Writer or editor is included by headshot, nameand title, as well as date of publication to add
both trust and relevance.

Ut enim ad minima veniam
Lorem ipsum dolor sit amet, consectetur adipiscing elit,
sed do eiusmod tempor incididunt ut labore et dolore
magna aliqua. Ut enim ad minim veniam, quis nostrud
exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit

21

ABOUT USBLOG

ARTICLESSIGN UP

Check Out This Great Title
Add Subtitle here
BY MARTHA DÍAZ JANUARY 12TH, 2023

Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut
labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco
laboris nisi ut aliquip ex ea commod.

- Page includes one hero image, GIF, or video.
Given the nature of the tech industry, many herovisuals were featured in motion.
- Social proof and trust additions: Testimonials,featured press etc.
Content Structure:- Headline consists of 5-7 words on average.
- Content consists of 600-1,000 words.
- The content is separated by section headers.
Between 1-3 sections about the product USPs (i.ewhat do we do).

CREATIVE INSIGHTS FOR PERFORMANCE CAMPAIGNSADVERTORIAL- 4-5 lines for each paragraph.
Ut enim ad minima veniam
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore
et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut
aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit ess.Bus ius
dolorem porectis dit aut porrum consero omnihit qui dolorem quunt in eostrum nienisciur.

Ut enim ad minima veniam
Nemo enim ipsam voluptatem quia voluptas sit aspernatur aut odit aut fugit, sed quia consequuntur magni dolores eos qui ratione voluptatem sequi nesciunt. Neque porro quisquam est, qui
dolorem ipsum quia dolor sit amet, consectetur, adipisci velit, sed quia non numquam eius modi
tempora incidunt ut labore et dolore magnam aliquam quaerat voluptatem.

Sign up for our awesome
service
SIGN UP NOW

Call to action:- Pages include products and CTAs that are often
gamified for engagement in the form of a selection
tool, or product demonstration.

Other Page Types:- Sectionized landing pages that included theprimary product, its benefits, and an opportunity tosign up, download, or shop.
22

03
Recap

23

RECAP

Video | Awareness& Motion: Test a variety
03 Imagesof images including subtle

KEY STEPS TO
CREATE YOURTECH ADbranding, pops of color, people,
screen time, and products inrelevant settings or in use.

Introducing The World’s First AI App
For Everyone
AI AppWatch Video

Sponsored Content | Consideration

04 Content & Landing Pages:
Put your brand front &01 Video:
center, use subtitles, tell a story,
wrap up with an end card andCTA button.

Write content that educates andinspires your audience, and hostit on an advertorial-style pagethat’s inclusive of Taboola’s Best
Practices, benefits, and CTAs.
This Article Is Written By New Artificial
Intelligence Tech& Descriptions:
02 Titles
Pull inspiration from organic
publisher headlines, use Taboola
Trends keywords tool, andDynamic Keyword Insertion. Be
inclusive of expert opinions,audience callouts, offers, data,product benefits, andtechnological innovation.

AI AppAudience & KPIs: Tailor your ad

05 creatives by audience, funnel

Read More

Sponsored Content | Performancestage, and primary KPIs for acreative strategy that’s focusedand more likely to exceed
expectations.

Groundbreaking AI Tool Loved By
Millions Is Now 20% Off
AI AppBuy Now24

RECAP

A/B TESTINGRECOMMENDATIONS●Start with 4-6 ad items●Optimize, pause and add new creatives
every few weeks●

Don’t pause items during the campaign
learning phase●

Don’t adjust campaign settings during thelearning phase●

Test your creatives separately by device●Run landing page design and content tests
as wellAB

25

RECAP

CREATIVE KEY
TAKEAWAYS
what is trending using this guide, as well as reviewing
01 ResearchTaboola Trends and tech publisher content.
in your branding to boost your performance and trust
02 Invest
with potential customers.
Writer’s Block? 5 Ways To Use AI
To Write Great Ad Copy
Brand Name | Sponsored

your landing page according to your campaign KPI
03 Design
to drive engagement and the highest-converting outcome.
key creative elements in your visuals and copy
04 Incorporate
to elevate your creative strategy and tailor it to your audience.
test and iterate by mixing & matching top-performing assets
05 A/Bto ensure you are leveraging all your possibilities.

26

04Appendix
27

APPENDIXTABOOLA ADTECHNICALREQUIREMENTS

9 Tips for Creating Winning Campaign
Creatives
Sponsored

CALL TO ACTION

28

APPENDIXTABOOLA VIDEO AD:TECHNICALREQUIREMENTSMedia Type: MP4, MOV.
3rd Party Tag Specifications: VAST 2.0,
VAST 2.0 with VPAID 2.0 JS, VAST 3.0.
Aspect Ratios: 16:9 (preferred,) 4:3, 1:1.
Video Size Limit: 50 MB.
Bitrate: >=2500 kbps.
Video Length: 6-30 seconds(preferred), 90 seconds maximum.

29

APPENDIXCONTENT STRUCTURE
BEST PRACTICE
01 What is the Problem?

Start by speaking about the problem your product is solving.
The reader needs to understand the problem first, not theproduct.

Should this Problem be Solved?
02 InWhy
1-2 sentences, educate your target audience on the importanceof solving their problem. Speak about how their lives will improve
if they fix the issue.
Mention the pros and cons of eliminating the problem, and ruleout the cons the reader might have.
Make the solution to the problem simple. The reader should
clearly understand that taking action to solve the problem will beeasy, especially regarding time, effort, and cost.

30

APPENDIX

03 How Can Your Product Help?

Explain the solution to the problem, not the product.
Put emphasis on the unique selling points yourproduct offers. Show your expertise in a simple,
concise manner.

04 Why Should They Take Action Now?

Define why it’s important for the user to takeaction immediately. Use techniques such asurgency orFOMO, user testimonials or reviews, comparisons
to competitors, and other points.

31