TABOOLA
CREATIVE
PLAYBOOK:
Health2024

1

TABLE OF
CONTENTS

00
01
02
03
04
05
06

INTRODUCTIONTABOOLA FEED &READERSHIP INSIGHTS

CREATIVE INSIGHTS - MEDICAL HEALTH

CREATIVE INSIGHTS - HEALTHY LIVING

LANDING PAGE AND FUNNELRECAPAPPENDIX2

00
Introduction

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 health vertical in order tohelp 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 Taboola’s own organic readershipdata.
The category “Health” is inclusive of Healthy Living and Medical
Health.

5

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 spend
a perfect vacation in
Traveler

VIDEO AD

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

8

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.

9

The widespread interest in
weight loss, disorders, andnutrition underscores a global
desire for healthier lifestyles.
Readers are increasingly
motivated to adopt and sustain
healthy eating habits, actively
seeking information andguidance to achieve theirweight loss goals, while also
addressing and managing
disorders that may impact theirjourney towards better health.

HealthExploring the top 10 trending health topics
based on the number of unique Readers
worldwide

TABOOLA FEED & READERSHIP INSIGHTSHigh readership on disease
can indicate a growing need toresearch and self diagnose.

TABOOLA TIP: Tap into thegrowing interest in health andwellness by crafting ads thatoffer ways for adopting healthy
lifestyle habits, trying toachieve weight loss goals, ormanaging disorders.

10The US is among the few countries
where aging is identified as a top
health-related topic, which may
reflect the readers’ interest in
maintaining youthful appearance andstaying healthy.

Weight loss and Exercise areamong top subjects in European
countries may be linked to cultural
norms around body weight andhealthy lifestyle habits.

TABOOLA FEED & READERSHIP INSIGHTS

Health 2023 TOP TOPICS PER COUNTRY*

Weight loss being a top subject alsoin Latin American countries
underscores the significance of
health and appearance. In theseregions, similar to Europe, there may
be cultural norms that prioritize
physical well-being andaesthetics.

1: The most read health topic in all countries is connected to diseases, and on the map, the second most read subject is highlighted
2: The countries that are not highlighted have multiple second most read subjects, making it unclear which subject should be assigned

11

EXERCISE

NUTRITION

+53%

+542%

Traffic in the last 90 days

Traffic in the last 90 days

ANTI AGINGMENTAL HEALTH

+185%

+61%

Traffic in the last 90 days

Traffic in the last 90 days

FAT

DIET

+90%

+95%

Traffic in the last 90 days

Traffic in the last 90 days

TABOOLA FEED & READERSHIP INSIGHTSHEALTH
2023 KEYWORD & TOPIC TRENDS

12

TABOOLA FEED & READERSHIP INSIGHTSHEALTHPUBLISHERSOVERVIEW
Looking at Taboola’s
top publisher
partners to see what
type of content istrending andidentifying key
trends.

111

Biotech and PharmaContent around pharma
announcements, financial
forecasting and investment inbiotech and pharma companies.

Remedies & Solutions
In depth breakdowns of new drugs
listing pros and cons as well as longterm impact and expert opinions.

Modern Medicine

Seasonal & Holliday Healthcare

Latest updates regarding therace to find a cure for modern
diseases.

Tips regarding how to keep fit andhealthy during or preparing for new

Healthcare News

Human Factor

Announcements and new
policies from local healthcare

Both visuals and content isshowcasing people and humanproviders or health insurance
providers.

stories.

TABOOLA FEED & READERSHIP INSIGHTSKEY TABOOLA INSIGHTS:
ORGANIC OVERVIEW OF HEALTH
PUBLISHERS

seasons or holidays.

12

Review keywords trends:
Incorporate high-performing

TABOOLA FEED & READERSHIP INSIGHTSTABOOLATRENDS:HEALTH

Review
keywords trends

keywords into your titles.
Use Dynamic Keyword Insertion
drive up click through rates.

Review image and video trends:
Follow creative best practices andReview image
avoid using text overlays.

and video trends
Use Motion Ads to drive up clickthrough rates.

13

CREATIVE INSIGHTS FOR PERFORMANCE CAMPAIGNSBOOST YOURPERFORMANCE KPIs
Use Taboola’s algorithm for lower funnel promotions,
KPIs
content articles for performance & direct response tolanding pages
Drive actions:◆ Leads◆ Purchase◆ Click to call
◆ Subscription◆ & more

Top CTA
ButtonInsights:

Top
3 Stocks
Watch
in Summer
DespiteOver
50? YoutoMay
be Eligible
for a22Free
Looming
Recession
Hearing Aid
Brand |Name
HealthSponsored

Learn
ReadMore
More

Get Quote

35% use READ MORE

Start Saving on Your Car Insurance Today
With[30%Waysoff] to Ease Muscular Pain?
What[Brand]
are Natural

12% use GET OFFER (bestfor online purchase)

Read more about people who successfully treated muscular pain
Read More
Brand Name
naturally

4% use CLICK HERE

Health| Sponsored

Try Now15

02
Creative Insights: Medical HealthHands Indicating Pain or Holding
Product
Hands are used to express pain in acertain body part. The hands or fingers
are supporting/ rubbing the area of pain

Intriguing Gadgets
Visuals of people using medical
gadgets that look techy and unknown.
The gadgets are noticeable as they are
centered in the middle of the visual

for which the ad offers treatment for.

and either held or pointed at by theuser of the device.

Paperwork (bills, insurance,

Nurses, DRs & Patientsprescription)
Visuals of people holding a paperwork

Visual of doctors or nurses assisting or
examining patients.

People Suffering From Back Pain After Hours of
Top 3 Stocks to Watch in Summer 22 Despite
Sitting Should Try This
Looming
Recession
Scoremeprovidestailored fitness plans
Brand |Name
HealthSponsored

Learn
ReadMore
More

CREATIVE INSIGHTS FOR PERFORMANCE CAMPAIGNSKEY TABOOLA INSIGHTS:
IMAGE & MOTION

in front of the camera lens, framing theface of the person in the background.
Product Application

Self Examinations

Closeups or medium shots of subjects
applying a product on their on their own

Visuals of people checking for
symptoms on their own bodies either

body

by visual or physical examination.

Seniorsin {California}
AreInsurance
Trying This
New
Start
Savingon Your Car
Today
Arthritis
Treatment
With[Brand][30% off]
Find out all the benefits of trying this new treatment

Brand Name

Read More

Health | Sponsored

Try Now18

Hands Indicating Pain

Hand Holding Product:*Intriguing gadgets

Product Applications

DR/ Nurses &Patients

Self Examination

CREATIVE INSIGHTS FOR PERFORMANCE CAMPAIGNSTABOOLA VISUAL EXAMPLES:
IMAGE & MOTION

Parework (Bills,
insurance,prescriptions)*All products in visuals have to be real products, unless it’s clear fromthe ad that it is not a real product.

19

Thought Leader Introducing Tip
Top titles start by naming a thought leader and their quote which can be asuggestion, warning, or opinion. Endorsement has to be approved
Direct Call to Address Issues
Top titles call out a pain point or issue, and directly invite to address the issue:
they should do X to treat Y.

Irritated Bowels in Your 30s is More Common
Top 3 Stocks to Watch in Summer 22 Despite
Than You Think…
Looming
RecessionWe
provide consultation
for irritable bowel syndrome
Brand |Name
HealthSponsored

Learn
ReadMore
More

A Thing of The Past
Top titles call out new discoveries or changes in medical paradigm. Studies need tobe verified by real peer reviewed studies or come from publisher news sites
Call Out Your Audience
Top titles call out audiences by location (mostly using dynamic keyword insertio)
and age
You’re Not Alone
Top titles give the reader a sense that their problem or issue is more common thanthey think , and therefore more addressable.
Worth the trouble
Top titles present the treatment of a medical condition is worth the time, effort orcost. Treatment is worth pursuing when compared to the pain the problem is
inflicting.

CREATIVE INSIGHTS FOR PERFORMANCE CAMPAIGNSKEY TABOOLA
INSIGHTS: TITLES &DESCRIPTIONS

Read MoreStart Saving on Your Car Insurance TodayWith[Brand] [30%off]This May Help Reduce
Top
Osteopath:
Doing
Nerve Pain

Read More
Brand Name
Find out all the benefits of trying this new treatment
Health | Sponsored

Try Now20

Thought Leader Introducing Tip● ‘Top Physiotherapist: This Stretch May Help People Over 50’’
Direct Call to Solve Issues● ‘Hearing Loss? Learn How Others are Coping’’
A Thing of The Past●

‘People are Realizing They Don’t Need to Avoid Sugar to be Healthy’Call Out Your Audience●‘Residents of ${city:capitalized}$? Apply For a Free Hearing Trial’

You’re Not Alone●‘Thousands of Americans Lose Hearing Quality Before 60’.
Worth The Trouble● ‘If You Suspect Melanoma, It’s Worth Booking a Free Consultation’

CREATIVE INSIGHTS FOR PERFORMANCE CAMPAIGNSTABOOLA TITLE EXAMPLES:

03
Creative Insights: Healthy Living

Ingredients & Quirky Food
Visuals of interesting ingredients or foodthat the advertised product consists of.
These are often ingredients or foods thatare related to the product and can befound in the component/ nutrition label ofthe product. These visuals generatecuriosity as the ingredient is often quirky or
hard to recognize.
Comparisons
Visuals of people that have different
body types can be placed one next tothe other, to create an effect of ‘before
and after’ without using the claim‘before and after’. The visual consistsof 2 pictures, both featuring people
taken from the same angle and same
distance, but the only thing thatchanges is the aspect in the bodywhich the ad offers to treat.

Fitness Goals
Visuals of fit people serve as
inspiration towards the readers
fitness goals. The people featured inthese visuals are young, fit andaspirational.

This Exercise Tip Can Help You Reach YourTop 3 Stocks
Fitness
Goals to Watch in Summer 22 Despite
Looming
Recession
Scoremeprovidestailored fitness plans
Brand |Name
HealthSponsored

Learn
ReadMore
More

Selfies
Visuals of people from the POV of a mirror
selfie or selfie perform well. These visuals
remind us of authentic images people takewhen satisfied with their body results.

CREATIVE INSIGHTS FOR PERFORMANCE CAMPAIGNSKEY TABOOLA INSIGHTS:
IMAGE & MOTION

Read More

Exercise
Motion ads of people working out or
performing aerobic exercise work well.
Visuals of exercises that are unique or
tend to perform best.

Start Saving on Your Car Insurance Today
I With
Did thisRoutine[Brand][30%Foroff]3 Weeks & Felt More
Energetic Than Ever
Brand Name

Read More

Health | Sponsored

Try Now

23

Ingredients &Quirky Food

Fitness Goals

Exercise

Mirror Selfie

CREATIVE INSIGHTS FOR PERFORMANCE CAMPAIGNSTABOOLA VISUAL EXAMPLES:
IMAGE & MOTION*Comparisons*Be clear it’s not a before/after or use a proper disclaimer in the title, description or LP.

24

What Experts Are Saying
Top titles start by naming the latest discover, tips and trends from the mouthof opinion leaders.
Breaking Habits & Adopting New Rituals
Top titles suggest adopting or changing habits. By clicking on the headline theuser will learn a ritual to help them achieve their health goal.

Aiming For a Flat Tummy? Here’s What
Top 3 Stocks to Watch in Summer 22 Despite
Worked For Us
Looming
RecessionWeinterview women
after 5 weeks of training
Brand |Name
HealthSponsored

Learn
ReadMore
More

CREATIVE INSIGHTS FOR PERFORMANCE CAMPAIGNSKEY TABOOLA
INSIGHTS: TITLES &DESCRIPTIONS

When, HowTop titles provide detailed information on how or when to use the product.withregards to time of day, frequency or dosage.
Read More

Safety FirstTop titles mention safe, healthy and natural ways to solve pain points such as
consumption of natural ingredients, approved medications, or safe exercise.
Hacks/ Quick Wins
Titles explaining how one can solve their pain point in an effortless way. These
titles are good for motivating low intent audiences. These titles propose hacks andquick wins.

Start Saving on Your Car Insurance TodayYou
Still Improve
WithCan[Brand][30% off]Your Metabolism With
These Exercises (Safe For Over 50)
Brand Name

Read More

Health | Sponsored

Try Now25

What Experts are Saying● ‘Celebrity Fitness Trainer: “You don’t need to do cardio to lose fat”’
Breaking Habits & Adopting New Rituals● ‘Changing Bedtime Can Help Achieve Better Results at the Gym’
When, How
● ‘Do This Twice a Week Before Breakfast to Your Help Tone Your Abs’’
Safety First●‘Eating Fruits Is A Safe Way to Consume Sugar After Workouts’’

Hacks/ Quick Wins●

‘Exercise Lovers May Not Know This 2 Minute Body Type Test’

CREATIVE INSIGHTS FOR PERFORMANCE CAMPAIGNSTABOOLA TITLE EXAMPLES:

04
Landing Page & Funnel

Content Structure:●

Headline consists of 10-15 words on average.

●

Content consists of 250-600 words.

●

The content is separated by section headers- 4-5 lines for

ADVERTORIAL

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

each paragraph.
Lorem ipsum dolor sit amet, consectetur adipiscing elit,

Page Design:
Clean look and feel similar to a native publisher article. Minimal

sed do eiusmod tempor incididunt ut labore et dolore
magna aliqua laboris nisi ut aliquip ex ea commodo
consequat. Duis aute irure dolor in reprehenderit.

use of colors in fonts (black font on white background), headers

CREATIVE INSIGHTS FOR PERFORMANCE CAMPAIGNSKEY TABOOLA
INSIGHTS:LANDING PAGE

or navigation bars. The text is designed in a narrow layout withwide shoulders.

Page Structure:- Header includes: Logo (top left corner), ‘Advertorial’
disclosure and excludes navigation bars or links to otherpages on site.
- Writer or editor is included: head shot (thumbnail), nameand title as well as date of publication.

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 US

BLOG

ARTICLESSIGN UP

Check Out This Great
Title
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 commodo.

- Page includes one hero image/video. Often aconsumer with the product. These hero shots areoften UGC. In the case of video, these videos
showcase a user explaining how they use theproduct, or alternatively an influencer
demonstrating a tip or trick to achieve a goal.

- Social proof and trust additions: Strong credibility aspect
though ‘as seen on’ logos, testimonials, researchreferences and expert quotes.

Call to action:
1.
Hyperlink within text body2.
Gamified CTA- age, location, condition

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.

Select You Age:
18-54

54-65

65+

CREATIVE INSIGHTS FOR PERFORMANCE CAMPAIGNSADVERTORIAL

Funnel- Landing page (pre lander) -> leads to quiz/ questionnaire- The Gamified CTA is the first question in thequiz/questionnaire/form. Once the user clicks, a quiz opens incurrent or new tab.
- The Quiz/Questionnaire includes similar aspects fromthe prelander:
Form of credibility: DR quote, reviews. logos, as seen on
Same header/ layout of prelander
Responsive questionnaires: feedback, save answer
Show progress (i.e step 2/6)
Show easiness (only takes 2 minutes)
19

05
Recap

KEY STEPS TO
CREATE YOURAD?

Be Creative With Your Visuals
Think about how to generatecuriosity with your visual. Is there aninteresting component in yourproduct? Is there an interesting wayof using it? Create a contrast
between a direct headline and an

01

interesting visual.

Identify Key Trends Within
Organic Content

04

Consider topic and visual trends
when picking your creatives.

Call Out Your Audience
Make sure to add elements thatappeal to your target audienceand make the creatives relevant

Be Clear About Your Intentions into them. Try using city DKI in
headlines, age callouts (bornbetween), or adding local

Your Headlines
Think of what issue you want to solve

elements such as flags andpassports to visuals.

02

and name it in your headlines. In thehealth vertical, the headlines are very
direct regarding the issue they are05

addressing.

Optimize and transform
Try taking your top performing ads
and adding new elements to it, forexample, converting your static
image into motion ads by using
zoom in/out effect.

This Hearing Aid So Discreet, My Wife Couldn’t
Top 3Notice
Stocks to Watch in Summer 22 Despite
Even
Looming
Peopleover 60Recession
are raging over this discreet hearing device
Brand |Name
HealthSponsored

Learn
ReadMore
More

Read MoreStart Saving on Your Car Insurance Today
With [Brand] [30% off]
I Used to Only do Cardio Until I Discovered This
Brand Name

Read More

Health | Sponsored

Try Now

C R E A T I V E I N S I G H T S F O R P E R F O R M A N C E C A M P A I G N RS E C A P

03

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 wellA

B

32

RECAP

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

02 in mind the native mindset of the user. Think about creating interesting
Do This Every Morning to Monitor Your
Anxiety Level

creatives and content rather than ads.

Brand Name | Sponsored

03 Design your landing page according to your campaign KPI
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.

33

06
Appendix

APPENDIXTABOOLA ADTECHNICALREQUIREMENTS

9 Tips for Creating Winning Campaign
Creatives
Sponsored

CALL TO ACTION

35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: 50 MB.
Bitrate: >=2500 kbps.
Video Length: 6-30 seconds(preferred), 90 seconds maximum.

36

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 the
product.

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 should
clearly understand that taking action to solve the problem will beeasy, especially regarding time, effort, and cost.

37

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.

38