Taboola has announced ongoing adoption and new Generative AI features for its Realise platform, targeting improved performance outcomes for advertisers beyond search and social channels.
Realise provides advertisers with tools aimed at delivering measurable outcomes at scale, using Taboola's supply network, first-party data, and artificial intelligence. The platform allows advertisers to run performance-driven campaigns across a wide range of digital inventory, including publisher websites, OEM placements, and applications.
The company stated that over 650 advertisers have tested display and social features in Realise since its launch, reporting positive results across sectors. Brands such as Tripadvisor, Philips Home Appliances, Ovo Energy, and Ann Summers have all used the platform to meet various marketing objectives.
One example cited by Taboola involved an aviation brand that surpassed its performance goal by 34% with Realise, leading to an increase in spending on the platform. Select advertisers have reportedly beaten their own performance targets by more than 30%.
Advertiser perspectives
"From the very start, the partnership with Realise has been seamless and impactful. Their platform's ability to deliver real-time data and actionable insights has empowered our team to make smarter decisions faster. This has not only improved our overall efficiency but has also directly contributed to a substantial uplift in our customer acquisition and retention rates. We're excited to continue building on this success with Realise," said a representative from Ann Summers.
Morley Quatroche, Senior Marketing Manager, Performance & Acquisition for Cruise Critic, a Tripadvisor company, commented, "Realise has been an essential part of new customer prospecting and consideration marketing. The on-site engagement objective is a real game-changer in terms of bringing in new and qualified users to engage with our site and drive them down the funnel."
Representatives from the Philips Home Appliances marketing team also noted the platform's effect on their campaigns, stating, "Leveraging Realise's high-intent user targeting, we achieved optimal engagement and conversion rates, making Realise an indispensable part of our media mix."
Adam Singolda, Chief Executive Officer and Founder of Taboola, said, "Realise continues to help businesses of all sizes get leads and grow sales. We're helping advertisers reach and engage with 600 million people every day across the open web, on trusted publisher sites, driving those people to action. Advertisers continue to trust Realise because it is built to deliver incremental growth beyond search and social. With predictive AI trained on a decade of user behaviour and data from thousands of direct publisher integrations, Realise is delivering measurable performance at scale that matters."
New AI features
Taboola is enhancing Realise with additional Generative AI capabilities. The latest update enables advertisers to use AI to convert static images into motion ads, designed to improve the effectiveness of advertising creatives. According to Taboola, initial tests showed that select advertisers experienced a 20% increase in conversion rates when using AI-generated motion ads compared to static images. This functionality joins other AI tools within Taboola's suite, including Abby.
Broader reach and data
Taboola works with various advertisers and publishers, claiming a daily reach of about 600 million users through publisher partners and original equipment manufacturers such as Samsung and Xiaomi. Taboola's access to large-scale data and publisher networks supports performance targeted advertising for its clients via Realise.
The platform's continued adoption and updates are intended to address a range of performance marketing needs for advertisers across industries, with ongoing development of artificial intelligence features cited as a driver of incremental results in campaign outcomes.
