“Data-Driven Thinking" is written by members of the media community and contains fresh ideas on the digital revolution in media.
Today’s column is written by Steve Wick, founder and president at MobSoc Media.
Native advertising is one of the fastest growing, most promising new methods of online marketing, but many brands are still trying to figure out the best way to measure its performance.
Does native advertising really work? How do we know what metrics to use?
One of the most common metrics used by publishers and advertisers to measure performance of native ads is engagement, which may include page views, clickthrough rates or time spent on the article. Others use traffic, social media sharing, brand lift and cost per click.
There are limitations to these methods of measuring native-advertising performance. Engagement does not always provide an immediate and measurable increase in sales or conversions. There are a few other methods to improve and measure bottom-line native-ad performance.
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