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How to measure Native Advertising Success

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How to measure Native Advertising Success presentation at the Native Advertising Summit with Local Media Association

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How to measure Native Advertising Success

  1. 1. 7/10/2014 1 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
  2. 2. 7/10/2014 2 “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
  3. 3. 7/10/2014 3 Native Advertising Value Chain Brand Strategy Content Strategy Content Creation Publication & Merch Promote Externally Analytics & Reporting Understand Key brand Execution: Scheduling Social media CTR to storyU de sta d brand message and target audience Establish goals and metrics y messages Linkage to publisher content Headlines Text Images Video 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
  4. 4. 7/10/2014 4 Source- “A Crisis of Confidence- The State of Content Marketing Measurement.” – Contently, 05/14 Analytics and How to Measure Native Advertising Success
  5. 5. 7/10/2014 5 Source- “A Crisis of Confidence- The State of Content Marketing Measurement.” – Contently, 05/14 Analytics and How to Measure Native Advertising Success
  6. 6. 7/10/2014 6 http://polar.me/benchmarks “20 native advertising benchmarks for premium publishers.” Analytics and How to Measure Native Advertising Success
  7. 7. 7/10/2014 7 Analytics and How to Measure Native Advertising Success
  8. 8. 7/10/2014 8 Analytics and How to Measure Native Advertising Success
  9. 9. 7/10/2014 9 Native Advertising! Analytics and How to Measure Native Advertising Success
  10. 10. 7/10/2014 10 Omniture DFP CMS Finance Analytics and How to Measure Native Advertising Success
  11. 11. 7/10/2014 11 Analytics and How to Measure Native Advertising Success
  12. 12. 7/10/2014 12 Analytics and How to Measure Native Advertising Success
  13. 13. 7/10/2014 13 Analytics and How to Measure Native Advertising Success
  14. 14. 7/10/2014 14 • 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 willp, ( 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? Analytics and How to Measure Native Advertising Success
  15. 15. 7/10/2014 15 @toddhandy@toddhandy 801.333.7446 Analytics and How to Measure Native Advertising Success

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