Native’s measurement problem, in 5 charts
Publishers are pinning their hopes on native advertising to rescue their shaky ad business. But that’s dependent on getting brands on board.
And brands have plenty of obstacles, from doubts about its effectiveness to a lack of consensus about how it should be priced and measured. Now comes new data from the agency side that further underscores the uncertainty. Contently went so far as to call the state of affairs a “crisis of confidence.”
Few marketers feel strongly the yardsticks they’re using are effectively measuring business results. Contently surveyed more than 300 marketers this spring on their views about native advertising, and found that only 9 percent are “very confident” in their metrics. About an equal portion are “kind of” confident and unconfident, so maybe it’s not all bad.
Despite the fact that most marketers want to be able to connect branded content to sales, most are using traditional publishing metrics to evaluate the success of their content, according to Contently. Amazingly, 7 percent admitted to not measuring anything.
At the end of the day, marketers most want to be able to measure how branded content changes people’s opinions about their brand and affects their purchase intent.
Uncertainty about measurement isn’t stopping marketers from investing in native. The Industry Index by DMR and TripleLift surveyed 100 digital media buyers in May. Seventy-three percent of buyers said they have a native ad strategy, with 67 percent planning to increase their use of the format this year. Native ad spending is expected to triple from 2013 to 2015, according to Purch. But there’s no telling how much more that would be if agencies had more confidence in the format.
Getting enough scale for native ads is a challenge for marketers. But despite the proliferation of companies professing to be able to marry native with scale, buyers are uncertain about whether native can be automated. Nearly two thirds said they doubt native can successfully be bought programmatically.
Horizon Media agencies ply new ground with incentive-based deals tied to compensation
Horizon Media agencies Big and Blue Hour cut an unusual incentive-based deal with DTC company Windmill, which lets client and agency make money if goals are reached.
How job seekers are standing out and staying top of mind during virtual job interviews
Candidates are competing for jobs on a computer screens so they are doing whatever they can to make their personalities and skills stand out.
As in-game ads expand, ad tech firms look to level up their services
As developers look to integrate advertisements more seamlessly into their titles, ad tech companies are rising to meet the challenge.
SponsoredHow the ad industry can use its borrowed time to future-proof first-party data solutions
Trent Lloyd, co-founder and head of brand solutions, Eyeota Google’s updated timeline for its Privacy Sandbox rollout, including its two-year delay of third-party cookie deprecation on Chrome, didn’t come as a surprise to many industry observers, given the limited utility of Google’s FLoC and the slow momentum of the Privacy Sandbox in the World Wide […]
‘We found a more engaged audience’: Why Kajabi is increasing its media spending on TV now
Kajabi, a SaaS company founded in 2011, isn’t alone in reconsidering advertising on TV as DTC brands have added more TV to the mix.
‘Marketers have to shift their expectations’: Despite turmoil in parts, Facebook’s ads business holds up against Apple’s privacy crackdown
Facebook’s resilience shouldn’t take anything away from the turmoil many of its advertisers are currently experiencing.