”To measure native campaigns based on impressions is like having a monkey flying a plane, very dangerous! ”
Was it Borat who said that?
Native distribution is all about engagement. That’s the main difference compared to traditional banners, which are mainly used to push display messages. Still advertisers seem to forget this when they load their native ads with logos, taglines, product information etc. Native ads should be all about attracting potential customers with great storytelling, that people actively decide to engage with.
It’s called native for the simple reason that the content of the ad should not differ significantly from the publisher’s own content.
Consequently it’s also meaningless to measure and charge for native campaigns based on impressions. Instead it should be all about the engagement and interactions with the great piece of content you’ve created.
- Produce great content with a minimum of logos and sales messages
- Do not measure impressions, measure engagement
- Do not pay per impression (CPM), pay per engagement (PPC/CPC)
Sprinkle has just launched a high-octane workshop for companies who want to learn more about the do’s and dont’s in Content Marketing and Native Advertising.
Workshop Onepager: “Så lyckas du med Content Marketing” (Swe)
A high-octane workshop for companies who want to learn more about the do’s and dont’s in Content Marketing and Native Advertising
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