Case Study: Odisha TV achieves 15x RPM uplift and 6% organic CTR with Taboola Feed (Taboola)

Odisha TV Improves User Experience with Taboola Feed

Odisha TV (OTV), the flagship news brand of Odisha Television Ltd. in India, sought to improve site visitor experience and drive more organic circulation of content while increasing revenue. The publisher wanted to move away from a plain infinite-scroll article layout and find a more engaging on-site experience that balanced editorial and monetized content.

OTV implemented Taboola Feed to deliver a social-media-style blend of sponsored and organic recommendations, improving engagement and revenue. Within three months OTV saw a 15x increase in RPM and an organic click-through rate of about 6%, and is now exploring broader Taboola integrations across mobile and editorial tools.

Odisha TV

Ramesh Sonaimuthu

Digital Head