Getting to know Lewis Chadwick at Taboola Europe

Taboola is widely recognized as the world’s leading content discovery and distribution platform with more than 2 billion recommendations served every day. We caught up with Lewis Chadwick to learn more about how advertisers can make the most of the platform and what their plans are for the future.

What are the three words that best describe you?
Practical, Adaptable, Logical

Tell us a bit about your role at Taboola.
In my position as Sales Director I focus a lot of my time working with three types of advertisers – Brands, Publishers and Performance/Direct Response. My main objective is to grow Taboola’s sponsored content business so the majority of my week is spent meeting with new/existing clients, replying to new business RFPs and prospecting new business leads. I also spend a lot of time liaising with our client-facing delivery & optimisation team – they are the linchpin of our operation and are instrumental in the success of all our campaigns.

When I started at Taboola I joined a team of four as the first commercial hire in the UK – today we are a team of nine with another three hires in the pipeline. Things are moving quickly and I like that.

We recently took delivery of an Air Hockey table so I play that if I get chance – I’m not very good [yet].

What tips would you give advertisers looking to get the most out of content discovery platforms like Taboola?
Like we always say to our clients: “To be successful at content marketing, publishers need to think like advertisers and advertisers need to think like publishers”.

Content distribution platforms recommend from content, to content. My tips to getting the most out of content distribution platforms are as follows:

1 – Content

  • Produce quality content and host it on your website – ensure your site is optimised for both desktop and mobile devices
  • Offer the consumer ‘content value’ – keep it engaging, interesting, useful and unique. Video performs very well and is our overall content preference
  • Keep any call to action short and positioned below or to the side of the content

 

2 – Package

  • Rates are sold on a CPC and are based on a bidding system (NB rates might be subject to change after going live)
  • Set your CPC rate range. Content distribution rates are often very good value – niche content and direct response clients might need to bid higher to get content exposure
  • Agree country and device (desktop/mobile) targeting options
  • If you have daily/weekly/monthly spend limits communicate these to your content distributor

 

3 – Tracking and Optimisation

  • Send your tracking parameter at the time of booking and the referrals will show up in your ad server
  • Front-end data is tracked and can be viewed online in your campaign dashboard
  • Share back-end data with your content distributor and they can work with you to manually optimise the campaign to maximise conversions

 

What attracted you to the performance marketing industry?
I started to notice more and more traditional publishers and ad networks embracing performance metrics and ecommerce, which lead me to join the industry.

In performance marketing we now have an industry full of products and solutions that are constantly changing and evolving. Over the last few years’ advertisers have really embraced affiliate marketing, more than ever before – wastage is a major focus for brands and advertisers and the performance industry are at the forefront of expelling that.

What are the most exciting developments you’ve seen in that time?

Mobile is right up there for me. A few years ago I was at home playing snake on my Nokia 3210 then just the other day I watched a live football game on my iPhone.

Smartphones play an important role in our lives. Affiliate mobile marketing has evolved and it’s been great to experience that change first hand – from the early days of handsets to today with m-commerce and sophisticated mobile marketing executions.

Like the rest of the industry Taboola anticipated the significant growth of mobile usage and have built a leading multi-platform solution. Globally Taboola serve over 2bn content recommendations every day – a quarter of these come from mobile devices.

What was the last online purchase you’ve made?
I bought a suit from Reiss.com. I’ve shopped there before and I’m always impressed with the service – transaction to delivery (standard delivery option) took less than 24 hours.

Do you have a grand ambition that you’re working towards?
Currently my main ambition is to make the most of my opportunity with Taboola. When I joined the company I knew I was going to be part of something special. Our goal in 2013 is to significantly grow our sponsored content business and build a world-class delivery network in the UK and France.

Finally, who do you enjoy following on Twitter?
I support Manchester City so I follow @mcfc , a few ex-players and most of the current squad.
For banter I’m a big fan of @the_dolphin_pub and @bbcsporf and for work it’s all about @econsultancy (and @taboola of course).

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