Native Advertising
Model Canvas
Designed by
Designed
for
Start date
End date
Budget
Engagement
Brand Story values
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Native advertising Model canvas

The Native Advertising Model Canvas has been created by Javier Lasa @javier_lasa for the leading tech startup NativeAD (www.native.ad)
Published on: Mar 3, 2016
Published in: Marketing      
Source: www.slideshare.net


Transcripts - Native advertising Model canvas

  • 1. 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 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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