There are certain metrics for calculation. For example, the percentage of reads determines the number of users who have read the entire article. Engagement shows the time a visitor spent on the page with the published material. On some platforms, there is a feedback from the audience. These are comments and reposts, likes and dislikes.
Useful tools for calculating the effectiveness whatsapp number data of a third-party resource are a UTM tag (allows you to collect statistics), a promo code, or a pre-landing page (a landing page when going to your site). You can also ask the advertiser to provide guest access to Yandex.Metrica or Google Analytics data .
An important point will be the configured end-to-end analytics and goals. With their help, it is possible to track the role of the material on the Internet by the digital trace.
Before collecting control data on effectiveness, native advertising needs to be given time to “mature”. The page must be indexed by search engines and have the required number of views and clicks from paid channels.
It is better to evaluate the effectiveness of investments (ROI) no earlier than after two months. Good native material can show results even after several months or years. For example, videos on YouTube.
Despite the fact that the material is selected based on the interests of users, native advertising does not bring sales and leads immediately. However, some rush to measure the effectiveness without waiting for time, as is done in contextual advertising.
Context is aimed at attracting hot customers ready to buy a product. Native advertising warms up the user and creates demand. Native advertising can be part of an entire advertising campaign, which will involve targeting, context, and other marketing channels to promote the product. Each of them has its own goal.
Examples of Native Advertising
Preparing quality content for native advertising requires great professionalism. A creative approach to creating material without intrusiveness and aggression is the golden rule of success. Remember that the main task is a careful introduction to the brand, not a display of the product from all sides. The brand should only occasionally flicker in the context. For inspiration, we have selected several striking examples of native advertising.
Tinkoff magazine interacts with many brands and creates various joint games. An excellent example of interactive games is a taxi simulator, implemented jointly with Citymobil. There you can not only play, but also compete for gifts.
Examples of Native Advertising
Examples of Native Advertising
General Electrics' The Message podcast series, which won a 2016 Webby Award for Best Use of Native Advertising, is a two-month sci-fi series in which participants explore strange messages from deep space.
David Ogilvy, the legendary "father of advertising", also had experience in creating successful native advertising. He released "The Oyster Guide", where he advertised Guinness beer. And some time later, the world saw "The Cheese Guide" in a similar format.
