The Native Advertising Model Canvas has been created by Javier Lasa @javier_lasa for the leading tech startup NativeAD (www.native.ad)

1. Native Advertising
Model Canvas
Designed by
Designed
for
Start date
End date
Budget
Engagement
Brand Story values
• Information
• Entertainment
• Education
Format
Content Certification
Engagement Metrics User relationship
Channels /Media
Target definition
Cost structure ROI Value Proposition
Created by Javier Lasa @javier_lasa for NativeAD
• Article
• Listicle
• Video
• Social format
• Legal issues
• Production values
• Narrative
• Tech aspects
• Trust
• Correct Ad labeling
• Disclosure Tag
Premium Publishers
•Portals
•Editorial/ News
•Vertical/niche
•Niche+ social
Site centric metrics
CIMA methodology
CONVERSATION
•Shareability
•Comments
INTEREST
•Engagement Rate
•Rebound rate
MARCA/BRAND
•Click out brand landing
•Brand mentions
ATTENTION
•Reading rate
•Scroll rate
•Video views
•Content interactions
Social centric metrics
•Influencers
•Reach
•Conversation
•Social profiling
• Gender
• Demographics
• Time/day
• Geo filtering
• Device
• Mobile: IOS/Android
• Destock /Smart TV
• Metrics based in Content Consumption up to 40% of
content length is necessary to activate engagement
• Conversion rate 60% average
• Higher CTR Brand (5%) social (9%)
• CPE Cost Per Engagement is usually sold in individual basis
• Engagement is far more efficient than standard CPM
• Cost vary form 0,30$ to 1$ depends on premium publisher
positioning and quality of metrics and campaign report analysis