CaseStudy“Generating B2B leads with native andprogrammatic traffic was a challenge for Placetelin the past, which is why when we started out
with Taboola campaigns, we focused on brandawareness. When we saw high-quality traffic
coming through the door, we quickly pivoted
and implemented retargeting campaigns, which
ultimately led to conversions. This is Placetels first
great success with native campaigns.”- Jerome Schramme, Performance Marketing Manager

80 million
Impressions

T EL E CO M M UNICATIONS

Placetel, Part of Cisco,
Increases Brand Awarenesswith 80 Million TaboolaImpressions

750%

Increase in Placetel
native Sign-Ups

33%

Of Placetel Sign-Ups Driven
by Retargeting Campaigns

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CaseStudy

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

CHALLENGE
Increase awareness of Placetel business-to-business(B2B) service in Germany. Plus get first conversions from
native advertising.
SOLUTIONWork with Taboola to distribute native video andsponsored content campaigns to increase brandawareness, and eventually after seeing such highquality traffic, drive Placetel sign-ups.
RESULTS
Placetel drove sign-ups in just 6 months withTaboola. Their marketing activities saw an 250%
increase in impressions, and increased native andprogrammatic conversions by 750% with the additionof retargeting campaigns.

Placetel Increases Native Sign-Ups by
750% with Taboola

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Introduction
Placetel is one of the leading providers ofcloud-based calling and collaboration solution
and has been part of the global Cisco family
since 2018.
Since our founding in 2008, we’ve beenworking on innovative solutions to reach ourgoal of revolutionizing business communicationand to simplify everyday work for companies.

CaseStudy
Taboola Video Increases Brand Awarenessfor PlacetelPlacetel wanted to find the best way to reach audiences at scale in orderto support increasing brand awareness for Placetel. This was especially
important during the massive transition to working from home, wherebusinesses had an even larger need to move communications to the cloud.
They’d been struggling to hit their awareness goals with just search andsocial platforms, and with other native advertising platforms.

Campaigns drove traffic to the homepage of their site, which wereoptimized to promote their newest products and features. For someproducts, custom landing pages were used.

Placetel Uses Automated Biddingand Installs Taboola Pixel to Optimize
Campaign Success
Placetel fulfilled its plan of reaching their target relevant B2B audiences
for cloud phone set-ups.

Working with Taboola, Placetel distributed branded video. Taboola
videos appear at the end of an article or page, where users are most likely
to engage with content. Videos play only when in-view, and sound is userinitiated, optimizing viewability and user experience. Research shows users
find Taboola ads 2.4X more favorable than disruptive ads.

They implemented the Taboola Pixel in order to retarget the audiencegenerated with Taboola Video. The retargeting campaign was extremely
successful and stays constantly under the planned CPA goal. Most of
their conversions come from their retargeting campaigns.

Taboola High Impact Video Placement
Placetel Drives Conversions with Taboola
Sponsored Content, Retargeting VideoViewers

To track conversions, Taboola Pixel gathers data to give you an
understanding of the actions users take on your site. This allowsTaboola to put that data to work in order to optimize your marketing
campaigns towards desired and valuable actions.

Video viewers were then retargeted with sponsored content campaigns
when Placetel realized that the cost-per-lead was lower than originally
expected, in order to drive sign-ups.
Retargeting enables marketers to reach their customers closer to the pointof sale — to target people who have already shown interest in their productand are therefore more likely to convert.
Placetel tested a variety of campaign types for a variety of products —everything from traffic campaigns promoting their Placetel with Webex
All-in-one-communication to the promotion of specific features, like theirintegration with Microsoft Teams.

In addition to their retargeting campaign, Placetel now targets using
custom audiences by interest.
In order to optimize their bidding strategies, Placetel uses Taboola
Smartbid, a bidding feature that helps you maximize campaign
performance by automatically adjusting the baseline bid of every
impression based on the likelihood to drive conversions or page views.
Placetel plans to expand their activities with Taboola to the GB andfrench markets after seeing such good initial success in Germany.