The key to building native advertising products is to understand the context with which people use your service. At StumbleUpon, we wanted to better understand how people are engaging with content that they consume with the people in their lives.
+ You need to determine whether your customer engages with your brand via a deep personal connection or a light weight quick interaction.
+ Shopping, Automotive & Financial are the least "social" verticals and tend to skew toward intimate interaction.
+ Humor, Tech & Music are the most social media friendly categories, primed for lightweight social interaction.
+ TV has the weakest connection toward social media discussion, though content discovered via social media drives offline interaction.
+ YouTube, Sports websites, and StumbleUpon inspire the most communication among friends in both online and offline worlds.