“Taboola helped us reach our target audience
across different stages of the conversion funnel
with quality content that adds value to their daily
lives. By launching native on a range of media
platforms — including specialized and generalist
publisher properties — we were able to achievea higher conversion rate and lower costs than
traditional advertising campaigns.”- Mathilde Hardy, Director of Online Acquisition, Panda Security
a WatchGuard brand

121%

Increase inConversion Rate

T EC HNOLOG Y

MacLucan & Panda Security
Increase Conversions at 57%
Lower CPA with Taboola Native Ads

57%

Decrease in Cost
Per Acquisition

80%
Increase inEngagement

COMPANY
MacLucan is a 360º marketing agency thatharnesses global communication strategies andchannels to help digital businesses achieve theirgoals. Panda Security is one of the world’s leading
cybersecurity software manufacturers.

CHALLENGE
Increase high-quality engagement and time on site
among a young target audience while lowering costs.

SOLUTION
Turn original, high-quality articles into native Taboola
Text and Image Ads, reaching target audience
segments across premium publisher sites.

RESULTSWith Taboola, MacLucan and Panda Security
were able to drive a 121% increase in CVR and 80%
increase in website engagement at a 57%
lower CPA.

MacLucan & Panda Security Target Young
Audience Segments with Taboola Text andImage Ads.

Introduction
MacLucan is a 360º marketing agency
that harnesses global communication
strategies and channels to help
digital businesses achieve their goals.
MacLucan covers the entire customer
conversion funnel from a holistic
and fluid perspective. Through theirconsulting methodology, they deeply
analyze clients’ customers and generatecontent strategies tailored to their needs.
MacLucan adapts each message to theappropriate communication channel,
whether it’s online or offline, and in various
forms such as advertising, journalisticcontent, or “infotainment.”
Panda Security is one of the world’s
leading cybersecurity software
manufacturers and has been ranked
among the top 500 fastest-growing
European companies since 1997. Basedin Spain, Panda Security operates in
180 countries and has more than 30 million
users. Since 2020, it has been a part of
WatchGuard Technologies, a global leader
in network security intelligence, secureWi-Fi, and multifactor authentication.

MacLucan & Panda Security Turn High-Quality
Content Into Engaging Native Ads with Taboola

instead of simply promoting a product, they were able to hook

In the cybersecurity industry, parents and adults often make thewhere they could learn more about valuable cybersecurity news

was facing a unique challenge: They wanted to reach young,personal data.

decision-making process. Panda Security didn’t just want to cast a

MacLucan & Panda Security Increase in Engagement
at 57% Lower CPA with Taboola SmartBidpurchasing decisions. For this campaign, however, Panda Security
tech-savvy customers and encourage them to influence thewide net and drive impressions, either. They were looking to increasehigh-quality traffic and on-site engagement while keeping their cost
per acquisition (CPA) low.

The problem was that traditional advertising channels just couldn’t

deliver. They were saturated with overpriced display ads that failed
to grab the attention of young audiences. To achieve their new

campaign goals, Panda Security and MacLucan needed to take amore innovative approach.

That’s where Taboola came in. As a leading native advertising

platform, Taboola helps nearly 18,000 advertisers engage built-in,

target audiences across a network of over 9,000 top publisher sites.

With the power of native ads, brands can reach audiences with moreintuitive and less disruptive advertising experiences — ones that blend
seamlessly with the content they’re already enjoying.

Taboola worked with MacLucan and Panda Security to turn existing,high-quality content into eye-catching Text and Image Ads. Soreaders with informative and educational articles. Once users

clicked on an ad, they were taken to Panda Security’s media page,and trends, like avoiding QR code scams and protecting yourMacLucan and Panda Security used Taboola’s advanced audience
segmentation and targeting tools to ensure they were reaching
just the right customers at the most efficient costs. For example,
they segmented campaigns by device and audience type basedon interest.
They also implemented Taboola SmartBid, our core machine learningalgorithm that automatically optimizes campaign bids to meetadvertisers’ goals. Backed by historical campaign data, SmartBid helps
brands win impressions that are most likely to convert, so they canboost performance while staying under their target budget.
The campaign quickly delivered outstanding results. With Taboolaand MacLucan, Panda Security was able to drive a 121% increase inconversion rate (CVR) and 80% increase in website engagement
at a 57% lower CPA. than their traditional ad campaigns. Ultimately,with the power of native advertising, the brand was able to reach andinspire a target audience once thought inaccessible, and gather thedata they needed to retarget them in future campaigns.