Native Advertising by Dale Lovell

Author:Dale Lovell
Language: eng
Format: epub
Publisher: Kogan Page Limited
Published: 2017-09-20T16:22:28+00:00

Conclusion

The challenge in adopting a new metric is that the number that publishers and advertisers have most concerned themselves with has always been clicks and impressions. As we’ve highlighted in this chapter, there is a lot of debate about what, if anything, a native advertising measure should even look like. There are a lot of options to choose, ranging anywhere from traditional view and click metrics through to engagement metrics around shares, dwell time, bounce rate and referrals.

Should native follow TV models of reach and frequency, something similar to gross rating points? Or should we look at the possibility of establishing a new ‘relationship metric’ for native, something that measures elements of all of the above – views, clicks, engagement and reach – to create a universal measure? This has its problems, too, of course, and immediately raises the question: how do you define and measure a digital relationship exactly?

Navigating a way through this landscape is a challenge but one that can, and will, be addressed by the industry as a whole in the near future. Just as native advertising has already torn up the rulebook around what a digital ad should look like, it is undoubtedly set to disrupt the way in which digital advertising as a whole will be bought, sold and measured in the future too. Establishing what that metric looks like is of course the real challenge.

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