What does a monkey pilot and native impressions have in common?

”To measure native campaigns based on impressions is like having a monkey flying a plane, very dangerous! ”

Was it Borat who said that?

Native distribution is all about engagement. Thats the main difference from traditional banners. Still advertisers seems to forget this when trying to make native ads more and more communicative with logos, product information etc. Native ads should be all about attracting the potential customers that you as an advertiser want to engage with — not in the actual ad but with the content behind it.

It’s called NATIVE since it shouldn’t be a big difference from the publisher’s content itself.

Therefore it’s ineffective to measure and charge native campaigns based on impressions. It should be all about the engagement and interactions with the great piece of content you’ve created.

Learnings

• Do not measure the impressions, measure the engagement
• Do not pay per impression (CPM), pay per engagement (PPC/CPC)
• Let the native ads be all about the content behind it