7/10/2014

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Analytics and How to Measure Native Advertising Success

#nativead14 VP, Advertising Products

Salt Lake City, UT

• We know what ‘native advertising’ is• We have (or are building) a native product• We’re primarily local media companies• We’re trying to figure out how to price it

Analytics and How to Measure Native Advertising Success

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“If you’re a business, the takeaway is that sharing ith t l ti i ti ll l th twithout analytics is essentially useless, that

engagement is not as valuable as insight, and that seeing things in context is more important than being popular.”—Brian Solis, Altimetera So s, t ete

Source- “A Crisis of Confidence- The State of Content Marketing Measurement.” – Contently, 05/14

• Content Creation• Homepage

Impressions (headlines)

• Story Impressions (articles)

• Social Impressions• Social Impressions (side door traffic)

• Social Actions (Likes, Comments, Shares)

• Article Actions (Shares, C t )

• Revenue• Per article

Comments)• Engagement Time• Story

Completions• Scroll Depth• Display Ad CTRs• Brand Lift

What Do I Charge For?�

• Per campaign• Per advertiser

• eCPM• Time on Page

Analytics and How to Measure Native Advertising Success

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Native Advertising Value ChainBrand Strategy Content

StrategyContent Creation

Publication & Merch

Promote Externally

Analytics & Reporting

Understand Key brand Execution: Scheduling Social media CTR to story U de sta dbrand message and target audience

Establish goals and metrics

ymessages

Linkage to publisher content

HeadlinesText ImagesVideo

g

Multiple access points

Relationship to other content

Email

Content distribution partnerships

y

Content views (Page views, video views, etc)

Social shares

Test brand lift and awareness

agency

publisher

promoter

integrated native publisher

Analytics and How to Measure Native Advertising Success

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Source- “A Crisis of Confidence- The State of Content Marketing Measurement.” – Contently, 05/14

Analytics and How to Measure Native Advertising Success

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Source- “A Crisis of Confidence- The State of Content Marketing Measurement.” – Contently, 05/14

Analytics and How to Measure Native Advertising Success

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http://polar.me/benchmarks

“20 native advertising benchmarks for premium

publishers.”

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Analytics and How to Measure Native Advertising Success

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Native Advertising!

Analytics and How to Measure Native Advertising Success

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Omniture DFP CMS Finance

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• Which metrics did you sell?– Headline impressions, article impressions, shares,

social and article activity, side-door traffic, display ad impressions/SOV/CTRs, etc.?

• Which metrics can you measure (right now)?• Which partner(s) can you work with?

– Omniture, Google Analytics, DFP, ChartBeat, Polar, Nativo, DistroScale, Publish2, etc.

• Which platforms are you leveraging?– Desktop, mobile (smartphone and/or tablet), app will p, ( p ), pp

all have different engagement and be informative/directional.

• What does all of this measurement tell you and your advertisers? How can it improve your native advertising?

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@toddhandy@toddhandy

801.333.7446

Analytics and How to Measure Native Advertising Success