Seven West Media announces Taboola partnership across digital assets
Seven West Media (SWM) has partnered with content discovery platform Taboola in a multi-year deal that will enhance activation opportunities across its digital platforms.
The partnership will be integrated across SWM’s relevant cross-platform assets, including 7NEWS.com.au, The West Australian, PerthNow and various regional titles.
Seven West Media has partnered with Taboola
The new partnership will drive the activation of various content experiences, capabilities and insight tools, and Taboola will help SWM to maximise traffic, grow subscribers and increase audience engagement across the network.
As part of the deal, 7NEWS.com.au will be championing Taboola’s content discovery platform. The “Taboola Feed” product will be incorporated to respond to 7NEWS.com.au’s growing desire for improved content personalisation, as well as the prioritisation of user experience.
The feed is a vertical-scrolling capability that enables users to access more of the content they want, such as feature articles or in-feed video, and mirrors how users consume content across social networks.
In addition, SWM will now showcase the “Taboola Newsroom”, giving SWM’s news editorial teams actionable real-time data about content performance and insights on trending topics.
Finally, Taboola’s “Audience Exchange” will help publishers manage and optimise the flow of traffic across the network of sister and partner sites.
Taboola CEO and founder Adam Singolda said he is excited to partner with SWM to drive engagement, revenue, and audience growth.
“There is a massive opportunity for premium publishers and content creators to engage with audiences in a way that is deeply personal and creates long-term digital relationships that are based on value and trust,” he said.
“We are looking forward to collaborating on the journey with SWM and power those ‘moments of next’ where users are open to discover things they may like and never knew existed.”
SWM digital network sales director Nicole Bence
SWM digital network sales director Nicole Bence said the network is “thrilled” to strengthen its digital offering through the partnership.
“Taboola’s discovery platform will be a headline feature as we expand our presence in the delivery of branded content,” she said.
With 7RED’s recent expansion into short form and native content production fuelled by insights from 7REDiQ, the platform is now creating more content than ever before.
Bence added: “This partnership not only helps us scale our production capabilities and delivery across all screens and devices but will create necessary efficiencies through the addition of Taboola’s actionable data and smart insights into our eco-system.”
The partnership sees Taboola continue to expand despite the pandemic, and speaking with Mumbrella recently, Singolda said he’s optimistic about the future of journalism in Australia and the role his company can play.
“From Taboola’s perspective, we are in a very strong place when it comes to product innovation, when it comes to distribution of news, and how to make journalism stronger than ever. I’m very optimistic about the future,” he said.
On what makes Taboola’s open web insights different from those delivered to advertisers and publishers by Facebook and other social media platforms, Singolda said it comes down to people no longer using Facebook to project their true interests.
“We listen to the open web as a curiosity graph to listen to what people were really curious about. As opposed to Facebook, because you tell Facebook what you want people to think about you.
“Taboola sees what people are actually passionate about. You don’t lie to yourself when you go and read something on the internet.”
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Zanda Wilson was a reporter and podcast producer at Mumbrella, specialising in radio reporting. He left Mumbrella in September 2021.
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