Native Advertising Model Canvas

Designed by

Designed for

Start date

End date

Budget

Engagement

Brand Story values

• Information• Entertainment• Education

Format

Content Certification

Engagement Metrics User relationship

Channels /Media

Target definition

Cost structure ROI Value Proposition

Created by Javier Lasa @javier_lasa for NativeAD

• Article• Listicle• Video• Social format

• Legal issues• Production values• Narrative• Tech aspects

• Trust• Correct Ad labeling• Disclosure Tag

Premium Publishers•Portals•Editorial/ News•Vertical/niche•Niche+ social

Site centric metricsCIMA methodologyCONVERSATION•Shareability•CommentsINTEREST•Engagement Rate•Rebound rateMARCA/BRAND•Click out brand landing•Brand mentionsATTENTION•Reading rate•Scroll rate•Video views•Content interactionsSocial centric metrics•Influencers•Reach•Conversation•Social profiling

• Gender• Demographics• Time/day• Geo filtering• Device • Mobile: IOS/Android• Destock /Smart TV

• Metrics based in Content Consumption up to 40% of content length is necessary to activate engagement

• Conversion rate 60% average• Higher CTR Brand (5%) social (9%)

• CPE Cost Per Engagement is usually sold in individual basis• Engagement is far more efficient than standard CPM• Cost vary form 0,30$ to 1$ depends on premium publisher

positioning and quality of metrics and campaign report analysis