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Sponsored content plays a vital role in the media mix. But often requires nuance in measuring it, determining its success and ROI to the campaign.
To measure sponsored content, requires specialist analytics, like Nudge. Using tracking code, embedded in the content. Then enables real time analytics on the performance of the sponsored content.
Getting access to the data in real time means advertisers can adjust media mix and make adjustments on the fly. Further, as each piece of content, or micro site, is often a destination for traffic drivers. The data can be used to improve the traffic drivers.
Common metrics used for measuring sponsored content are:
- Reach, how many people are we getting in front of
- 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.
Metrics like these provide transparency on the performance of the content. And holds content partners accountable to your benchmarks, rather than their own.
Reporting on sponsored content starts with framing up the metrics in light of the objective of the campaign. Then diving into the performance. It’s important to keep this context, as content requires that nuance in evaluating its success.
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