TABOOLA
CREATIVE
PLAYBOOK:AUTOMOTIVE

2024

1

00
01
02
03
04
TABLE OFCONTENTSINTRODUCTIONTABOOLA FEED &READERSHIP INSIGHTS

CREATIVE INSIGHTS

RECAP

APPENDIX

200Introduction

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 & motion
Landing page & funnel tips
Host custom workshops
Brand lift studies

4

INTRODUCTION
00

OBJECTIVE
This report will provide insights on creative and content trends seen
across the Taboola network, specific to the Automotive vertical inorder to help 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.

5

COMPANYCHALLENGE

SOLUTIONRESULTS

Renault Australia has been apioneer in car manufacturing
since 1898, offering a range ofquality passenger and lightcommercial vehicles.

Drive potential car buyers toRenault’s website at scale andretarget engaged audiences toincrease conversions.

Use Image and Motion Ads,
along with retargeting tools, toreach valuable new audiences ontheopen web.

With Taboola, Renault Australia
drove a 51% lower CPA, and
16% lower CPC.

“We were looking to streamline our native campaigns
and knew that Taboola was worth testing because of
their wide range of data and tracking capabilities, aswell as strong performing inventory. Our experience
with Taboola on other accounts was positive with strong
results, so it was an easy choice to include Taboola asa trial which later on became part of Renault’s
always-on strategy. The support we receive fromTaboola is in the top few of all partners we work with.”- Kate Long, Activation Account Director, OMD Australia

51%

16%

Lower Cost
Per
Acquisition

Lower Cost
Per ClickCOMPANYCHALLENGE

SOLUTIONRESULTS

Kia’s purpose is to deliver innovative
products that inspire you when you
move and deliver convenient andmeaningful services demonstrating
our commitment with everyone’s
most valuable resource, your time.

Find a native solution to add to Kia’s
media mix in support of a brandawareness campaign focused onsustainability and carbon neutrality,with less limitations on the number ofWork with INNOCEAN andisebirds to launch a Taboola
Video campaign across premium
news sites, online magazines,
blogs and other digital properties
in the US and Korea.

In the US, Kia was able to achieve a171% overall uplift in unaided brandawareness; 200% for females
betweenseconds a video would be exposed toa viewer than search and social
platforms.

18 and 54. They also increased
brand affinity by 26% for the sameaudience, and increased video
completion rate by
30% in Korea.

“Taboola is a powerful native video advertisement
to be included in our media mix for branding
campaigns. With Taboola, we were able toincrease brand favorability in countries where we’realready well known, at a price that worked for ourneeds.”- Youngjin Heo, Senior Manager in Global
MarketingTeam, Kia

171.43%*Overall Uplift in Unaided
Awareness in USCampaign*200% Uplift for Females,
Ages 18 - 54

26%

30%

Increase in Brand
Affinity AmongstFemales, Ages 18 - 54
in US Campaign

Increase in Video
Completion Ratewith Taboola
Retargetingin Korea

01
Taboola Feed& Readership
Insights

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 WEB

Top 15 destinations to spenda perfect vacation inTraveler

VIDEO AD

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

9This analysis portrays readership data across Taboola’s
network of over 9,000 publisher properties and 600M+ 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.

10TABOOLA FEED & READERSHIP INSIGHTS

AUTOMOTIVE
2023 READERSHIP TRENDS*According to unique readers
on automotive for 2023, these
are the top 10 countries.

Approximately 800 million
readers in the United States
have engaged with at least
one article on automotive
topics,followed by Germans
and Japanese readers withmore than 400M uniquereaders each.

11*analysis conducted from 01/01/2023 until 01/08/2023

TABOOLA FEED & READERSHIP INSIGHTS

The global readership trendsreveal a diverse range ofinterests within the automotive
domain. 'Cars' lead with 25.3%of total pageviews, showcasing
their enduring popularity.
'Auto parts' and 'vehicle brands'
follow closely, demonstrating
the significant attention given toboth maintaining vehicles andexploring different
automotive manufacturers.

AUTOMOTIVE
2023 READERSHIP TRENDS*

Electric vehicles' hold asignificant 12.6% share,reflecting the increasing global
interest in eco-friendly
transportation options.

*analysis conducted from 01/01/2023 until 01/08/2023

12ELECTRIC CAR

SUPPLY CHAIN

+15%

-78%

Traffic in the last 90 days

Traffic in the last 90 days

AUTOPILOT

TESLA

+166%

+80%

Traffic in the last 90 days

Traffic in the last 90 days

GAS PRICESHYBRID VEHICLES

+67%

+287%

Traffic in the last 90 days

Traffic in the last 90 days

TABOOLA FEED & READERSHIP INSIGHTSVERTICAL CATEGORY
2023 KEYWORD TRENDS

13

TABOOLA FEED & READERSHIP INSIGHTSVERTICALPUBLISHERSOVERVIEW
Looking at Taboola’s
top publisher
partners to see what
type of content istrending and try toidentify key trends.

111

Thought Leadership
Content around CEO’s
announcements, opinions,forecasting, vision and future
plans

Sales & Financial Forecasting
Data regarding financial forecasts ofvehicle brands, as well as talkaround temporary drops andincreases in sales

Technology

Reviews/ Comparisons

Latest technology described ina futuristic and revolutionary

Professional reviews about specificauto models generated by the brands

mannerthemselves, or by an external reviewer

TABOOLA FEED & READERSHIP INSIGHTSKEY TABOOLA INSIGHTS:
ORGANIC OVERVIEW OF VERTICAL
CATEGORY PUBLISHERS

Launches
Vehicle launchannouncements, containing
information about models,
expert opinions andtechnological breakdowns

12TABOOLA FEED & READERSHIP INSIGHTS

Review
keywords trends

TABOOLA TRENDS:
AUTO
Review keywords trends:
Incorporate high-performing
keywords into your titles.
Distance

Close upUse Dynamic Keyword Insertion
9% CTR

drive up click through rates.

Review image and video trends:
Follow creative best practices andavoid using text overlays.
Use Motion Ads to drive up clickthrough rates.

Review image
and video trends

Illustration

Photo
12% CTR

13

02
Creative Insights

KPIs
Use Taboola’s algorithm for lower funnel
promotions, content articles for performance &direct response to landing pages

Discover Elegant 2024 New Car Models Near
You
Brand | SponsoredDrive actions:◆ Leads◆ Purchase◆ Click to call
◆ Registration◆ & more
CTA
ButtonSuggestions

CREATIVE INSIGHTS FOR PERFORMANCE CAMPAIGNSBOOST YOURPERFORMANCE KPIs

The New Brand 2024 Models Are Here (AndThey Are a Game Changer)
Brand | SponsoredLearn More

SIGN UPLEARN MOREGET OFFER
READ MORE

People are Snatching These New Minis
After Seeing Their Prices
Brand | SponsoredGet Offer18Localization
Integrated localized elements suchas license plates, street signs,
flags, local street shops ormonuments, as well as drivers

Point of View
Visuals of drivers taken from different
POV: passenger seat, back seat, overthe shoulder, selfies, outside front
window.

holding local drivers license.
Visuals of the vehicle in a naturalenvironment where the user may
interact with it.

Hands Holding

Affordable
SUVs
in {Madrid}
RightTop
3 Stocks
to Watchin Summer
22 ForDespiteLooming
Summer Recession
Travels (Selling Fast)
Brand NameBrand| SponsoredLearn
Get More
Offer

Internal machinery

CREATIVE INSIGHTS FOR PERFORMANCE CAMPAIGNSKEY TABOOLA INSIGHTS:
IMAGE & MOTION

Visuals zooming in/closeups of internal
parts of the vehicle such a mileage
meter can generate mystery.

Usage of visuals in which a person's
hand in holding a part of the car,touching the car, holding a mobile app
related or charging the car.
Colors that pop out
Showrooms
Visuals of luxurious vehicles inshowrooms to show novelty and luxury.

Visuals of bright colored vehicles suchas red, gold and blue make a bigimpact in performance as they catchour users attention.

The Newly
2024
Brand Today
May JustStart
SavingRevampedon Your Car
Insurance
With[Brand]
Be theYear's[30%Mostoff]
Desirable SUV
With
feel youMore will
Brand newName interior design and luxury Readhave a hard time leaving it behind
Brand | SponsoredLearn More

19

Use adjectives in the title
Top titles use positive adjectives to describe the quality of the car: killer,sleek, new, incredible, redesigned.

How3ShiftingToWatch
This EV
Affect MyTopStocks toin Summer
22 Monthly
DespiteLoomingRecessionExpenses?
Brand Name
Brand
| SponsoredLearn More
Learn
More

Focus on pricing & seasonality
Top titles evolve around cost of cars, for both the expensive andaffordable end. These headlines include price warnings, urgency, tips onand tricks on how to afford, price revelations as well as timely seasonalreferences.

CREATIVE INSIGHTS FOR PERFORMANCE CAMPAIGNSKEY TABOOLA
INSIGHTS: TITLES& DESCRIPTIONS

Ease of use
Top titles invite the readers to discover easy solutions: near you/ in amatter of seconds/ in just a click, in your areas, use of location as DKI.
Introduction of question
Top titles are structures as questions: ‘How to find the value ofyour car?’Urgency and fomo:
Top tiles provide a sense of fomo and urgency: Almost
gone, clearance sales, selling fast, liquidation,

MakeSaving
Your EVs
BatteryLonger
By
Start
on Your
Car Last
Insurance
Today
With[Brand][30%off]
Doing
This (It’sSimple)
Discover
Readelectrics
More
Brand Namethis new solution and explore
2024 models
Brand | SponsoredCTA
ButtonInsights:

Try Now

36% use LEARN MORE
8% use CLICK HERE
(best for leadgeneration)4% use GET OFFER(best for onlinepurchase)

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:

sed do eiusmod tempor incididunt ut labore et dolore

Clean look and feel similar to a native publisher
article. Minimal use of colors in fonts (black font onmagna aliqua laboris nisi ut aliquip ex ea commodo
consequat. Duis aute irure dolor in reprehenderit.

white background), headers or navigation bars. Thetext is designed in a narrow layout with wideshoulders.

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: head shot
(thumbnail), name and title as well as date ofpublication.

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

18

ABOUT USBLOG

ARTICLESSIGN UP

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

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. The prominent
themes is ‘magazine-like’ professional image ofvehicles.
- Social proof and trust additions: trustpilot for
auto insurance services.

Content Structure:- Headline consists of 10-15 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.

Call to action:- Pages include one clear call to action
1.
Gamified CTA’s for example: ‘Select yourpreferred car model’.
2.

For lead gen for specific vehicle purchase, CTA
often appears in the shoulders of the page as abanner CTA.

Sign up for our awesome service
SIGN UP NOW

19

03
Recap

RECAP

Video | Awareness03

KEY STEPS TO
CREATE YOURAUTOMOTIVE ADS

Represent your consumer
People tend to relate to people that
remind them of themselves. You cancreate this relation by calling out interestsand pain points in the titles, as well as
choosing visuals of people that represent
your consumers.

0104

Identify Key Trends Within

Add local elements to creative
Make sure to add elements that appeal

Organic Content
Consider topic and visual trends
when picking your creatives.

to your target audience and make thecreatives relevant to them. This can be in
the form of calling out the city they live in02

within the headline, or adding local
elements in visuals.

Discover Innovative PC Gaming
Technology With This Setup
Brand | Sponsored

Watch Video

Sponsored Content | Consideration

Sports Expert: Score a Goal With These
Winning League Picks
Brand | Sponsored

Try Now

Sponsored Content | Performance

Be authentic
Avoid sounding or looking like an ad.
Test writing headlines in 3rd person.

05

Think about choosing visuals that lookauthentic due to quality, angles (POV)
and the subjects (authentic lookingpeople).

Optimize and transform
Try taking your top performing ads andadding new elements to it, for example,
converting your static image intomotion ads by using zoom in/out effect.

What 3 Free Spins Can Win You In New
Vegas-Style Casino App
Brand | SponsoredPlay 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 wellAB25

RECAP

CREATIVE KEY
TAKEAWAYS
what is trending using this guide, as well as reviewing01 Research
Taboola Trends and automotive publisher content.
Adapt your creatives to resemble the organic environment- Keep

02 in mind the native mindset of the user. Think about creating interesting
Selling Your Car in Hong Kong? Find Out
its Value (Takes 2 Minutes)

creatives and content rather than ads.

Brand Name | Sponsored

Design your landing page according to your campaign KPI

03 to drive engagement and the highest-converting outcome.

04 Incorporate key creative elements in your visuals and copy
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.

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04Appendix

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: 50MB.
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 shouldclearly understand that taking action to solve the problem will beeasy, especially regarding time, effort, and cost.

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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 as
urgency or
FOMO, user testimonials or reviews, comparisons
to competitors, and other points.

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