Digital advertising platform Taboola announced on Wednesday a long-term strategic partnership with fellow Israeli-based company Kendago, a leading digital advertising agency that scales direct-to-consumer (D2C) brands like Trim Down Club, VShred and G-Plans. The Israeli-based companies didn't reveal the scope of the deal, but it is estimated to be valued at tens of millions of dollars worth of campaigns that Kendago will run through Taboola to reach its customers.
Kendago uses data insights from Taboola Newsroom, which taps readership data from more than 1.4 billion users each month, to build acquisition models promoting its D2C client base. Taboola’s unique readership data showed on average over 1.5 billion page views about weight loss during the last six months and an increase of 265% in the last 90 days about D2C in the U.S. Kendago was able to justify more investment on behalf of brands like Trim Down Club, its comprehensive health and wellness program with over 2 million customers, and was able to increase subscriptions by 87% after advertising with Taboola.
Kendago also uses Taboola Video to engage its audience with high-visibility placements across premium editorial sites, resulting in a 42% increase in CTR, 31% increase in video completion rate, and an overall increase in video viewability rate.
“Video advertising is a big part of what we do, and Taboola’s exclusive partnerships present a huge opportunity for D2C advertisers to increase their ROI and diversify their cold traffic sources," said Rafi Magen, CEO of Kendago.
“Taboola is growing exceptionally fast, much of it with direct response campaigns of D2C brands, utilizing the new tools Taboola added and especially our video inventory," said Adam Singolda, founder and CEO of Taboola. “We are pleased to be working together with Kendago to create high performing campaigns across the entire purchase funnel, from driving awareness and all the way to a subscription."