We tried to answer that question in a large-scale study last year of consumer opinion towards native advertising. Ben Young, CEO and Founder of Nudge, has taken a different approach, building an entire business around helping brands measure the effectiveness of their native advertising campaigns. Lazauskas: Cheers, man. Young: I think it’s the right amount of hype for 2017. Young: How we think about this is reach and quality. The things we look at are social engagement—is the right ratio of people sharing the content?—because that’s a proof point that’s resonated with the audience. Are people actually scrolling through on video, completing the video? Lazauskas: So unlike me, you have a badge, you’ve been going around, you’ve been checking out Cannes. Young: Coolest thing I’ve seen? I’ve been quite surprised at how like-minded everyone is.
This decade, native advertising has been one of the hottest—and most controversial—media trends. It’s been heralded as both a savior of the media business and a slayer of reader trust. The truth likely falls somewhere in the middle.
Like it or not, native advertising has become a key revenue stream for publishers and a go-to tactic for advertisers. But does it work? We tried to answer that question in a large-scale study last year of consumer opinion towards native advertising. Ben Young, CEO and Founder of Nudge, has taken a different approach, building an entire business around helping brands measure the effectiveness of their native advertising campaigns.
This summer, I sat down with Ben to discuss the most important native advertising metrics, Facebook’s ad scandals, and the big native ad mistakes you’re probably making. Check out video of our interview below, which was created as part of our Accountable Innovation Series in partnership with Magnet Media, an industry-leading global strategic studio.
Transcript:
Joe Lazauskas: I’m here with Dan Young, CEO and founder of Nudge. My New York drinking buddy. Normally, I’m just grilling you at DBA, but now I get to do it here in Cannes, which is kind of awesome.
Ben Young: What a venue, what a venue. Cheers.
Lazauskas: Cheers, man. So, we’re gonna put you on the hot seat. Five rapid-fire questions. Are you ready?
Young: Yeah, I’m ready.
Lazauskas: Alright, to start, native advertising on a scale of one to ten, how overhyped is it?
Young: I think it’s the right amount of hype for 2017. I think the hype…
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