Real Estate

CaseStudy

Taboola campaigns generate higher-quality
leads than display for Wave Mega City

“Effective online storytelling efforts require bothquality content creation and strategic promotion acrossthe web. Taboola’s discovery platform not only enables
our team to drive more engaged audiences to our site,
but their internalized content marketing know-how
further unlocked new opportunities to better reachHindi-language speakers and generate interest in our
residential properties.”
Ram Jalan, VP Digital Marketing and Strategy at The Wave GroupSUMMARY

Wave Mega City is a first-of-its kind real estate development,
based in the capital territory of Delhi, that offers a dynamic mix ofluxury residences, premium office space, and vibrant commercial
shopping centers.

2X

Time on Site

CHALLENGE

Educate real estate buyers in the National Capital Region (NCR)
about Wave Mega City’s apartment offerings and convert
interested prospects into new leads.

SOLUTION

Utilize Taboola’s discovery platform to promote Hindi-language
content marketing campaigns on contextually relevant sites
across the web.

RESULTS

Taboola-referred users were over 100% more engaged thanthose from display channels, generating a 15% boost in quality
buyer registrations.

100%
More Pages
Per Visit

15%

Boost in QualityRegistrations

INTRODUCTION
Wave Mega City is a first-of-its kind real estate development based in Noida, India, a booming city just miles
outside the National Capital Region (NCR) of Delhi. The development’s futuristic design brings together
a dynamic mix of luxury residential properties, commercial office space, and retail storefronts in a vibrantcity center.

HOW HIGHLY-ENGAGED TABOOLA USERSDISCOVER WAVE MEGA CITY CONTENT

1Taboola recommends Wave Mega City content totargeted audiences on top publisher websites

3Highly-engaged Taboola users consumed morepages-per-visit than competing content
recommendation networks

2

Clicking the recommendation takes the user tolive article page on Wave Mega City’s website

ONLINE STORYTELLING PROVIDES VALUE TO INTERESTEDAPARTMENT BUYERS
Research has always been a significant part of real estate purchases and the team at Wave Mega City foundthat 90 percent of buyers reading online content about a property before considering an investment.
To service this need in the market, Wave Mega City built a robust online blog featuring content aboutapartment living, local real estate trends, tips to consider when buying a new property, and more. Thecompany then teamed up with Taboola to promote its content to relevant users across the web, driving
engaged visitors back to the Wave Mega City website.

HINDI-LANGUAGE CAMPAIGNSDRIVE 100% MORE ENGAGEDUSERS THAN DISPLAY

Given that Wave Mega City was targeting
prospective buyers based in the NCR, a sizable
part of its audience skewed towards thevernacular language. Taboola worked with WaveMega City to launch a campaign of blog posts inHindi, promoting those pages on contextually
relevant sites across the web -- spanning news,business, and finance verticals -- reachingpeople at a valuable moment when they weremore likely to be interested in learning about realestate in India.

TABOOLA GENERATES 15%
BOOST IN QUALITY BUYER
REGISTRATIONS

Although buying real estate is often an extensive
process, Wave Mega City has already seen asignificant boost from its native-language
discovery campaigns. The collaboration withTaboola drove a 15 percent boost in quality buyer
registrations and inquiries about Wave Mega City’sresidential offerings.

As a result of this optimization, Hindi-language
campaigns saw immediate increases inclick-through-rates and post-click engagement,
including on-site comments, content downloads,
video videos, and form-fills. Native speakers whoclicked on one of these campaigns weresignificantly more engaged than users arriving via
display channels, spending twice as much time
on-site and consuming double the amount ofpages-per-visit.

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