Native advertising Model canvas
1
Native Advertising Model Canvas Designed by Designed for Start date End date Budget Engagemen t Brand Story values • Information • Entertainme nt • 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 metrics CIMA methodology CONVERSATION •Shareability •Comments INTEREST •Engagement Rate •Rebound rate MARCA/BRAND •Click out brand landing •Brand mentions ATTENTION •Reading rate •Scroll rate •Video views •Content interactions Social 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
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Transcript of Native advertising Model canvas
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
