We live in the world of the Internet and it is getting monetized differently each day, as more businesses are creating their online presence. Recently, online ad industry is not only booming but new innovation is rapid. Brands have recognized the fact that, in order to grow, they need to advertise across different channels and as it seems native advertising is becoming a big piece of pie. In today’s post, we are going to compare the two native advertising giants, namely Taboola and RevContent.
Taboola vs RevContent: The Journey So Far
In July 2007, Taboola was founded, thinking about content consumption patterns, and ways to predict the videos people may like before ever expressing an interest in watching them. It took 3.5 years to innovate around what became the foundation for Taboola’s mathematical predictive engine, Taboola EngageRank™, that later became part of publishers’ workflows given its various optimization capabilities. This algorithmic innovation around video then helped Taboola broaden its solution to recommend articles and slideshows, providing world-leading publishers with a single, ultimate discovery and monetization solution.
Revcontent is one of the most sought after native ad networks in the online ecosystem, serving some of the important names in the publishing arena such as NBC news, Forbes, CBS and so on. In a span of two years it has went all the way to compete with Taboola and Outbrain, taking a pie of their market share.
Minimum Traffic Requirement: Taboola vs RevContent
You need to have a minimum of 1 million page views per month to join the Taboola network. However, it seems that the guys at Taboola are a bit flexible on this, and I got my blog approved with around 3,00,000 page views a month. It has been more than a year that I signed up with Taboola and the current traffic requirement to accept a site might be a bit high.
The story with RevContent might be of rejections. It is not an easy task to engage with Revcontent and the company rejects 98% of the applications on an average. They don’t compromise on the quality of the websites and work only with publishers who have the potential to reach the premium level. They typically won’t accept applications unless you have 3 million page views a month.
Revenue Share: Taboola vs RevContent
Taboola is known to take a 50% revenue share of what the advertiser is bidding for the cost of a click. However, RevContent only takes 20% of the revenue share. That means the publishers get 80% of what the advertiser is willing to pay for a click. This indeed has resulted in a tremendous acknowledge from the publisher community for this native ad network.
Ad Quality: Taboola vs RevContent
The type of ads which are shown by Taboola network looks more prompt and genuine than RevContent. However, over the last few months, RevContent has upgraded the quality of their ads and the look and feel of the ads are much better, and in fact they don’t look spammy these days. However, its still difficult to tell from an advertiser’s point of view, which network can get you more clicks and better return on investment.
Taboola CPM/RPM rates vs RevContent CPM/RPM rates
Taboola is a good alternative for sites which doesn’t have a high AdSense RPM but delivers good amount of traffic. Taboola is a pay-per-click network where you get paid only for clicks. Average Cost per click may vary from 2 cents to 5 cents, but is typically low for Asian traffic. Depending on the traffic quality and location, ad RPM can be $2+
If you place one Taboola widget below the content area and one on the sidebar, you can expect a CTR of3-4%. Also, Taboola offers popup widgets which works good on desktop traffic. You need to get in touch with your account manager for more widget types.
I don’t have RevContent up and running on any of my sites. However, I managed to asked one of my friend about the RevContent. Average RPM is between $0.5 to $5. Upon discussing with him, he informed that the RPM used to be almost 2-3 times more than what it is currently now. Infact, they have tested Taboola, Content.ads and Revcontent and found RevContent to be better in terms of revenue generation. A lot of publishers accepted that their RevContent earnings are in fact higher than adsense.
Revenue Report of Taboola vs Revenue Report of RevContent
Here is the revenue report of Taboola
Here is the revenue report of RevContent
After analyzing all the points, I would say, since monetization is a bit factor from a publisher’s point of view, one would be more inclined towards RevContent than Taboola since the former pay much better rates. Share your RPM rates if you have used these native ad networks.
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