Inbar Yagur,Senior Content Strategist - Taboola

Solving the Mobile Mystery

Hi! Nice To Meet You!

10 years of experience as a content creator, editor and strategist.

3.5 years at Taboola helping clients achieve their campaign goals using content strategy and user funnel optimization.

Inbar Yagur

#TaboolaTalksOnline

31 Years

9 Years

Desktop

Mobile

The Truth Is…

Hard-Coded and Predictable

EvolvingThis is only the beginning…

Infinite scroll

Branded apps

Messaging

Image-driven

#NoFilter #GameChanger• Smartphones rely on actual

physical interaction with the device

• They go everywhere with us

• There are millions and millions of people who are meeting the internet for the first time through a smartphone.

So where do we start?

When in doubt,turn to data.

Mobile Never Rests

12am - 3am

3am - 6am 6am - 9am 9am - 12pm

12pm - 3pm

3pm - 6pm 6pm - 12am

0

5

10

15

20

25

Mobile Never Rests

Mobile is Personal• CTR on “Racy” content 32% higher on mobile

• CTR on Health content is 46% higher on mobile

• CTR on News content is 20% lower on mobile

• CTR on Politics content is 68% lower on mobile

Mobile is Designed• Users more forgiving of branded

experience and content, most likely due to use of branded apps.

• CTR on branded content 30% higher on mobile

Mobile is Localized• CTR on titles with the name of a

user’s city are 23% higher on mobile

• CTR on titles with the region in the title are 26% higher on mobile.

When in doubt, look at what’s working and why it works.

Gamification of Content/Actions• Interaction keeps people engaged over time. • Once they’ve started investing time, they’ll be more likely

to see it through

Single step per screen allows for less intimidating user experience.

Place a CTA Mid-Article• CTA visibility is crucial to a

performance campaign, and people engage with mobile content differently than desktop.

• Test different types (button, text, hyperlinked words)

Cellular Data is a Fickle Friend

• Not everyone’s data plan is reliable.

• Fast load times will always have a positive impact.

Do the Heavy Lifting for the User

• Make navigation clear and visible

• Auto-fill any fields that you can

• Integrate automated options like Facebook sign-up Paypal, etc. whenever possible

When in Doubt – Test and Analyze

Let your users make the decision for you.

Big Tests = Big Results• Multiple content formats

• Overall page design

• Article length

• CTA/Navigation placement

• CTA/Navigation Style

• Image placement and size

One final thought:

Make it engaging, and users will engage.

inbar.y@taboola.comTHANK YOU!www.linkedin.com/in/inbaryagur