Publisher

CaseStudy

Men’s Lifestyle Publisher Grizly Reports
200% Profit Growth With Taboola““As the level of competition in digital media

continues to escalate, it’s crucial to build
partnerships with companies that share your goals.
Taboola has worked closely with us on solidifying ouroverall strategy and now we are growing more quickly
than we ever imagined.”

Casey Curtis, Co-Founder of Grizly, Head of Vision & Strategy

COMPANY:
Grizly is the go-to website for men, delivering fun, quality, andtrending content on lifestyle, health, fitness, entrepreneurship,tech, and entertainment.

3X
More Revenue
Per Session

CHALLENGE:
Building a profitable audience from scratch within a competitive
digital media ecosystem; finding high quality traffic sources andnew ways to efficiently monetize on-site visitors.

SOLUTION:
Leverage the full breadth of Taboola’s content discovery
platform, working closely with account management to optimize
its content strategy and improve the profitability of its users.

RESULTS:
Taboola-referred users generated 3x more revenue per session,and consumed 60-70% more pages per visit, compared to othercontent recommendation networks. Grizly’s overall bounce rates
dropped by 10%, time-on-page increased by 30 seconds, andprofit jumped 200%.

70%
More Pages
Per Visit

10%
Lower BounceRates

INTRODUCTION

Launched in the summer of 2015, Grizly wascreated as a go-to resource for adventurous men
across the web, providing a lively mix of content
that covers lifestyle, health, fitness,entrepreneurship, tech, and entertainment. Like
any new digital publisher, faced with the daunting
task of building an audience from scratch, its
co-founders were looking for new ways to makeits articles more discoverable and profitable.

Through a strategic partnership with Taboola,
Grizly was able to embrace both sides of thecontent discovery channel, tapping intohigh-quality audiences across the web and better
monetizing its on-site users.

HOW HIGHLY-ENGAGED TABOOLA USERSDISCOVER GRIZLY CONTENT
1

Taboola recommends Grizly’s content totargeted audiences on top publisher websites

3Highly-engaged Taboola users consumed 60-70% morepages-per-visit than competing content
recommendation networks

2

Clicking the recommendation takes the user
to live article page on Grizly’s website

TABOOLA OUTPERFORMS OTHER
CONTENT RECOMMENDATIONNETWORKSAs popular social media platforms become
crowded and expensive, content discovery has
emerged as a major channel for publishers toreach new audiences. Rather than promoting
content within a never-ending feed, discovery
platforms like Taboola deliver personalized
content recommendations on top sites acrossthe web, through high-impact placements
alongside editorial.
Grizly ran initial tests with several content
recommendation networks, but found that
Taboola’s audience was more engaged than any
other competitor. Drawing on its premium lineup
of websites, Taboola-referred visitors consumed
60-70 percent more pages per visit on Grizly thanany other competing discovery channel,translating into 3x more revenue per session.
With the influx of these new, higher-valueaudiences, Grizly has seen its overall bounce rate
drop by 10% and average time-on-page increaseby 30 seconds.

COLLABORATING ON A
WINNING CONTENT STRATEGY

Combined with Taboola’s personalizedrecommendations, these changes encouraged
users to stick around for longer, and enabled
Grizly to extract more value per visit.

200% PROFIT GROWTH(AND COUNTING)
Less than six months after partnering withTaboola, Grizly has already seen significant growthin its overall business. Taboola’s high-quality
audiences -- who stay on site for longer periods oftime, and engage more frequently -- enabled thecompany to more efficiently allocate its content
promotion budgets.
After accounting for traffic acquisition costs, Grizly
has reported that its profit grew by 200 percent
throughout its partnership with Taboola. Lookingforward, its co-founders plan to build out a newnetwork beyond Grizly, including five additional
properties within the next three years. They see
content discovery as a crucial part of theiroverarching strategy in ramping up those newoperations.

“In order to maximize the impact of Grizly’s
acquisition efforts, Taboola’s accountmanagement team consulted with its
co-founders on crafting an effective content
strategy. An increased focus on shareable andinspirational stories -- such as an article about
graduate students renovating an old school bus
for a cross-country road trip -- enabled Grizly toreach wider and more premium audiences
across the web.

“It’s exciting to see content
discovery become such a
powerful channel for digitalpublishers. Consumers acrossthe web are overloaded withinformation everyday. Taboola
enables us to cut through theclutter and deliver a personalized
experience for our users.”

Taboola also worked with Grizly around
optimizing the on-site user experience. The
teams shifted towards a cleaner page design
with non-intrusive monetization units.

Michael Wilkins, Co-Founder of Grizly,
Chief Engineer

www.taboola.com | 28 West 23rd St., 5th ﬂ., New York, NY 10010|Tel: 212.206.7663