Outbrain vs. Taboola in ’24: Which One’s Gonna Actually Work for Your Content? (Let’s Look at the Numbers)
Okay, so you’re doing content marketing. Good. But just throwing it out there isn’t gonna cut it. You gotta get eyeballs on it. Native advertising is one way, and Outbrain and Taboola are the two gorillas in the room. They both get your stuff on a bunch of websites people actually visit, which is way better than screaming into the void. But which one’s the right fit for you? Let’s dig into some data from this year and try to make sense of it.
Quick Look: What Are We Even Talking About?
Just to be clear on what these things are:
Outbrain: They team up with the fancier websites – think CNN, ESPN, Wall Street Journal. They’re known for being a bit more… quality focused in where your content shows up.
Taboola: They also put your content on other sites, but their network is bigger and includes a wider range, some maybe not as “high-end” as Outbrain’s. You usually see their recommendations at the end of articles or on the side on news sites, blogs, and those entertainment sites you secretly browse.
The Nitty-Gritty: What the Numbers Say (2024 Edition)
Alright, let’s get to what you actually care about: performance. Keep in mind these are averages, so your mileage may vary depending on your awesome content, who you’re trying to reach, and what industry you’re in. This data is all from the first three quarters of 2024.
Click-Through Rate (CTR) – Who’s Getting the Clicks?
Outbrain: Usually sees CTRs somewhere between 0.3% and 0.6%.
Taboola: Their average is a bit lower, around 0.2% to 0.5%.
What it Means: Outbrain seems to get slightly more clicks, probably because they’re on those higher-quality sites. But honestly, the difference isn’t huge and your ad creative and targeting can totally change this.
Cost-Per-Click (CPC) – How Much Are Those Clicks Costing Ya?
Outbrain: Expect to pay around $0.40 to $0.80 per click. Ouch.
Taboola: Generally a bit cheaper, ranging from $0.30 to $0.70 per click.
What it Means: Taboola can be easier on the wallet, especially if you’re trying to reach a broad audience.
Conversion Rates – Are Clicks Turning into Actual Results?
This one really depends on what you’re trying to achieve (selling stuff, getting leads, downloads, etc.) and what industry you’re in. But here are some rough ideas:
If You’re Selling Stuff Online (E-commerce)
Outbrain: If you’re retargeting people who’ve already looked at your products, you might see conversion rates of 0.5% to 1.5%. Not bad.
Taboola: Similar, maybe a bit lower, around 0.4% to 1.2% for retargeting.
If You Want Leads (Finance Folks, Listen Up)
Outbrain: Lead generation conversion rates can be around 2% to 5%.
Taboola: Might be a bit lower here, 1.5% to 4%.
If You’re Selling Software to Businesses (B2B)
Outbrain: Free trial sign-ups could be in the 1% to 3% range.
Taboola: Maybe 0.8% to 2.5%.
What it Means: Outbrain might have a slight edge in some areas, but your landing page, your offer, and how well you target are gonna make a bigger difference.
Cost-Per-Acquisition (CPA) – The Real Bottom Line
This is what really matters – how much you’re paying to get a customer or a lead. It depends on your conversion rates and CPCs. You gotta do the math for both platforms to see which one makes more sense for your budget.
What Industry Are You Even In? It Matters.
Outbrain and Taboola don’t perform the same across the board:
- Finance & Insurance: Outbrain often does better because being on those trustworthy news sites helps when you’re dealing with people’s money.
- E-commerce: Taboola can be good for getting traffic to product pages, especially for those weird niche things. But Outbrain’s retargeting can be a big win for getting people to actually buy.
- B2B: Outbrain is often the go-to for B2B content because you’re reaching a more professional crowd on those business news sites. Makes sense, right?
- Healthcare: Both have strict rules, but Outbrain’s more “premium” sites might be a better fit for building trust.
How to Actually Pick One (or Both?)
Here’s a simple way to think about it:
- What’s the Goal? Brand awareness? Leads? Sales? Figure it out.
- Who Are You Trying to Reach? Where do your people hang out online?
- What’s the Budget? How much can you spend to test?
- What’s Your Industry Like? Who usually does better in your space?
- Just Test It: Seriously, the best way is to run small tests on both and see what happens for your specific campaigns.
Outbrain vs. Taboola: The Quick Version
- Outbrain: More “high-end” sites, maybe better CTRs, but could cost more per click. Good for brand building and reaching professionals.
- Taboola: Bigger network, might get you cheaper clicks, but CTRs could be lower. Good for driving traffic and if you’re on a tighter budget.
The Bottom Line: Look at Your Own Damn Data
Picking between Outbrain and Taboola isn’t a one-size-fits-all thing. Look at the numbers, think about your goals and your audience, and don’t be afraid to experiment. That’s the only way you’ll figure out which one (or maybe both!) will actually help you crush your content marketing goals in 2024. Keep an eye on those metrics and adjust as you go – that’s the key to getting a good return on your investment.
