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Nudge is an early pioneer in the measurement of branded content, being the first to connect brands and publishers in a real-time dashboard with their content. They also were the first to bring social and open web content together – and to launch attribution for the space.
This makes them a suitable consideration for branded content analytics.
However in 2023, the market has changed a bit.
- Branded content that lives inside social networks.
- Branded content that lives on publishers or a brands own site.
Nudge is a better solution for the latter, whereas internal solutions provided by the social networks may be better solutions for the former.
Nudge enables branded content creators to get customer insights with ease, diving straight into how customers are engaging, what they’re paying attention to, where they’re coming from, on what devices. And then it makes analysts jobs easier by synthesizing the data into insights, so you can get from insight to action faster.
Branded content requires substantial investment, and Nudge provides the right metrics, to see if that investment is paying off.
Some examples of these metrics:
- Attention, how long people are engaging for each click.
- Average Scroll, how are customers consuming the page and content.
- Engagement rate, what customers do on the page, and if they click out, to make a purchase, or sign up to webinar etc.
- Conversion rate, rate at which people take the desired action.
- Bounce rate, are people staying, but use a bounce rate that captures if people leave even without clicking a link. Like Nudge does.
Attention is vital for conversion, as attention goes up, so does conversion rate. So as an optimization metric it can be helpful for branded content. To see that the content itself is engaging but also to see comparatively with other pieces of branded content, which partnership is the best.
Related reading:
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This is part of our Guide to Branded Content
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