Distroscale signed on local media outlets where Mediasmith wanted placement. The agency has insight into where the posts showed up, key for an advertiser who wanted brand safety.
“We’re going for a certain quality of environment. The ability to have tight controls over where message is displayed, and being able to choose brand-appropriate environments was important,”Pomaro said.
Mediasmith measured performance using Distroscale’s engagement metrics. The results matched up with the gut feelings many in the industry have about native.
“Native is less interruptive,”Pomaro said. “It’s self-directed, so if a user sees something that intrigues them, they can do deeper. Brands have a larger landscape in terms of telling a story.”
Roughly 10 times more people clicked from the preview to the full article compared to an average display ad click-through rate. Users who read the full article spent an average of 105 seconds on the page. And 86% scrolled through the content, which Distroscale uses as a measure of engagement.
To measure brand lift, Mediasmith uses brand tracker tools, as well as ones provided by Nielsen, to “gauge where we are gaining traction” with the brand, Pomaro said.
Distroscale’s reporting allows Mediasmith to see “which stories are resonating, and shift rotation of stories,”Pomaro said. The hospital is in the midst of its second big push for the yearlong campaign.
“We’re happy with the progress we’re making, we may make some changes in Q4 of this year, and increase our presence through partners like Distroscale, and putting more into native,”Pomaro said.
At Mediasmith, native is handled by the same digital team that plans everything from set-top boxes, mobile, video and social.Pomaro estimated about 4-5% of budgets are going to native across the agency. He said that number could double as the company moves into planning for 2015. Only video is experiencing similar growth.
He said he especially sees native as a way to reach people on mobile devices.
“There is more content being consumed on mobile platforms, and native gives us a chance to deliver a richer experience,”Pomaro said. “The desktop-style banners on mobile that you saw in the early days were not the best ad experience.”
But the benefits of native do not stop at mobile. “Native gives clients an opportunity for genuine storytelling,”Pomaro said.