Repco Supercars Championship signs up for Taboola's content discovery tools

Repco Supercars Championship has signed a new three-year partnership with Taboola to add content recommendations to its digital offering. It comes after the content division of cinema and outdoor company, Val Morgan, announced a multi-year partnership with the recommendations provider to enhance activation opportunities across its digital platforms.

Supercars head of digital, Dijana Barbarich said its digital transformation is a key focus for Supercars in 2021. “We are pleased to partner with Taboola to strengthen our digital offering, drive engagement and boost our audience growth,” said Barbarich.

The Repco Supercars Championship partnership will see Taboola content recommendations added to Supercars’ digital platform, Supercars.com, with the goal of driving audience engagement, revenue and online traffic. Specifically, the site will feature Taboola’s content discovery platform as well as Taboola article and video feeds. The Supercars website will also utilise the Taboola video function build engagement with motoring enthusiasts.

“We are keen to provide a platform for car enthusiasts that enables Supercars to engage with them in a meaningful way to create a long-term digital relationship,” said Taboola CEO, Adam Singolda.

"There are huge opportunities for premium publishers and content creators to establish these personal relationships with their visitors by providing more tailored, targeted content that makes the user want to come back for more."

Last month, Taboola and Val Morgan Digital (VMD) also confirmed a deal that will see the cinema operator's content division use Taboola's suite of products to optimise user engagement and loyalty and drive revenue. VMD will take deploy Taboola’s feed, video and newsroom products across its digital portfolio, which includes its owned and operated film, wellness and sustainability site, The Latch, as well as local editions of food site, Thrillist, and women’s lifestyle platform, Popsugar Australia. VMD operates the latter through its partnership with US-based Group, Nine Media.

The feed is similar to scrolling through social media networks, encouraging visitors to remain on a website by providing them more of the content they want, including articles and videos.

VMD, in the growth stage of its business, is working to build a stable of brands that drive curiosity, influence and impact and the content deal is integral to that, said its managing director, Brian Florido. 

“What we’ve done has been intentional and by design, with each of our brands offering something different for the reader, while complementing our Val Morgan cinema and out of home networks,” he said.

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