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

1. 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 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

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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.”
Analytics and How to Measure Native Advertising Success

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Analytics and How to Measure Native Advertising Success

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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
Analytics and How to Measure Native Advertising Success

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Analytics and How to Measure Native Advertising Success

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Analytics and How to Measure Native Advertising Success

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Analytics and How to Measure Native Advertising Success

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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 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. 7/10/2014
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@toddhandy@toddhandy
801.333.7446
Analytics and How to Measure Native Advertising Success