“Working with Taboola was easy and effective.
Their helpful account management team allowed
us to get up and running with effective native ads
that exceeded our expectations for metrics likeconversion rate and click-through-rate.”- Mehmet Göçmen, Senior Media Manager, Reckitt

18X

Higher Return on
Investment (ROAS) Than
Other Native Ad Channels

51%
LIFESTYLE

Durex Drives 18x Higher ROAS
with Agency Havas and Taboola
Sponsored Content

Increase in Click-ThroughRate (CTR)

3X

Higher Conversion Rate (CVR)
Than Other Channels

COMPANY
Durex, founded in 1929 and owned by parent companyReckitt, is a leading brand of condoms and personallubricants. Havas Group, founded in 1835, is one of
the world’s largest global communications groups with apresence across over 100 countries.

CHALLENGE
Increase purchases on Hepsiburada, a leading
e-commerce marketplace in Turkey.
SOLUTION
Use Taboola image ads and A/B testing to reachaudiences across premium publisher pages and drive
traffic to Hepsiburada landing pages.
RESULTSWith Taboola, Durex and Havas generated an 18X
higher ROAS and 3X higher CTR than other nativead channels, and increased CVR by 51%.

Durex Successfully Reaches Purchase Goals on
Hepsiburada with Taboola.

Introduction
Durex, owned by parent company
Reckitt, is a leading brand of condoms
and personal lubricants that’s all about“real sex for real people, with real lives.”
Founded in 1929, Durex has over 90 yearsof manufacturing experience and is now
present across 42 countries. Committedto exceeding worldwide quality standards,
Durex is constantly innovating its productsin partnership with health professionals,
scientists, and academics.
Havas Group, founded in 1835, is one of
the world’s largest global communicationsgroups with a presence across over 100countries. Havas Group believes in using
the power of ideas, creativity, media, andentertainment, to make a meaningful
difference and help brands better engage
with their communities.

Durex Increases ROAS and CVR with Taboola
Image Ads

Durex Generates 3X Higher CVR with Tools Like
Taboola SmartBid

Durex and Havas were challenged with increasing product purchases
on Hepsiburada, a leading e-commerce marketplace in Turkey. Whilethey were already running campaigns on other channels, they wanted todiversify their media mix. So they partnered with Taboola to harness ourstrong native advertising and targeting capabilities in places like news sites,
blogs, niche magazines and other digital properties.

Durex and Havas further increased results by using Taboola’s SmartBid,
an automated bidding technology that optimizes campaign performance todrive conversions. SmartBid matches the right bid to the right user in realtime based on how likely that user is to convert.

Havas worked closely with Taboola’s team to build the right creatives fortheir native ads, which ran across premium publisher sites. Together, theyA/B tested headline and image options, performing a detailed creative
analysis to find the best-performing solutions.
Ultimately, the native ads included a thumbnail image, headline, description,and call-to-action (CTA) button, driving customers to the product pageon Hepsiburada.
After just three months, the Taboola campaign drove 18X higher ROAS
than other native ad channels and increased Durex’s clickthrough-rateby 51%.

As a result, Durex’s sponsored content campaign generated a 3X higher
conversion rate (CVR) than other channels.
Going forward, Durex and Havas plan to expand their relationship withTaboola by further publishing native ad campaigns to increase conversions.