Discovery platform, Taboola, has enhanced its Taboola Newsroom product, which uses AI to help publishers offer paid subscriptions and engage with and convert registered users to paid subscribers. According to the company, data shows that news subscriptions have grown by more than 110% since the start of the COVID-19 pandemic and 58% of people will maintain their subscriptions post-pandemic.
To date, select publishers from Taboola’s customer base (which includes Associated Press, Die Welt, The Independent and RP Online ) have seen, on average a 30% increase in subscribers by testing Taboola Newsroom’s subscription offerings.
The upgrade to Taboola Newsroom ‘Propensity to Subscribe’, a feature that uses machine learning to identify which users are more likely to subscribe and allows publishers to target engaged registered users with articles that promote the most subscriptions.
In addition, Taboola Newsroom gives publishers actionable data and insights into readership trends and the content that drives subscriptions, such as:
- Engagement Score: Publishers can receive customised metrics about article readership tied to bounce rate, time on page, subscription conversion rate, and video watches, to better understand what keeps readers engaged.
- Repeat user topics: Publishers can identify the verticals and topics their loyal readers are interested in, both on their site and across Taboola’s network of thousands of other news sites.
- Real-time conversion tracking: Publishers can determine which articles are driving high-value user behavior such as site registrations, newsletter signups and paid subscriptions sales.
- User segmentation: Publishers can understand the readership and engagement behaviour of high-value subsets of their readers such as those registered or those with paid subscriptions. This knowledge can help to increase registrations and subscriptions, as well as reduce churn for paying customers.
News publishers have continued to prove their resilience this year, especially during the pandemic, because they are a critical source of truth. We are seeing that readers are more inclined now to support their favourite publications by becoming subscribers. With our new Newsroom subscription offerings to editors working with Taboola, publishers can capitalise on this trend and ultimately develop deeper and more longstanding relationships with readers.
Adam Singolda, CEO and Founder, Taboola