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BizReport : Blogs & Content archives : December 14, 2010


Canoe.ca taps Taboola for video content

One of Canada's leading content and news providers has tapped New York startup Taboola for video content. Canoe.ca will begin deploying a number of video recommendations from Taboola to help consumers find more of the content they are looking for; Canoe.ca will utilize the video recommendations through their Text2Video and Video2Video products.

by Kristina Knight

"We work hard doing one thing well, which is helping users discover videos they like on our customer sites and on distributed sites to create meaningful economic value for our customers," said Adam Singolda, Founder and CEO of Taboola. "We look forward to continuing to drive up the value proposition and expand our product footprint with Canoe in the future."

Through the partnership Canoe.ca will provide Taboola's video recommendations to users on Canoe's websites. The recommendations are based on a combination of behavioral and contextual data to gauge the engagement level of the viewer.

In 2009 comScore reported that Canada led the world in online video adoption; although video has caught on around the globe, the country is still a leader in video usage. A recent Ipsos report found that nearly 100% of Candaian adults (English-speaking, aged 18-24) view video content regularly with most (75%) watching at least twice per week. Meanwhile 68% of Canadians over age 55 report watching 'some' online video content.

While news content is consumed during these viewing sessions, Canadians were found to be more likely looking for funny/comical or unusual video clips rather than news clippings. A partnership like that between Canoe and Taboola should, then, set up viewers with everything they want: news content as well as short form, original content created across the internet.






Tags: Adam Singolda, Canoe.ca, Taboola, video advertising, video content








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