Engagement  metrics  will  soon  replace  CTR  for  upper  funnel  campaign  objec1ves    

3 THINGS TO FOCUS ON

Content  marke1ng  and  na1ve  are  going  programma4c  to  apply  targe4ng,  scale  and  op4miza4on

Content  marke1ng  and  na1ve  are  be9er  mediums    to  deliver  engaging  messages    

CONTENT  MARKETING  AND  NATIVE  ADVERTISING    

PERCH  AT  THE  TOP  OF  THE  FUNNEL  

OF MARKETERS LEVERAGE CONTENT MARKETING 67%  LEVERAGE NATIVE TO SUPPORT

BRAND ENGAGEMENT 66%  

CONTENT MARKETING + NATIVE 

ADVERTISING TECHNOLOGY WILL POWER   A NEW ERA OF ENGAGEMENT FOR

83% OF  RESPONDENTS  BELIEVE  CONTENT  MARKETING    WILL  GO  PROGRAMMATIC  BY  2017  PulsePoint  State  of  the  Industry  Report  2014

ENGAGEMENT METRICS WILL

SOON REPLACE CTRFOR UPPER FUNNEL OBJECTIVES

Impressions

CTR

Social engagements

Time on page

WHICH  OF  THE  FOLLOWING  

METRICS  DO  YOU  USE  TO  MEASURE  THE  SUCCESS  OF  

CAMPAIGNS?  

62% 46%

78% 48%

54% 60%

62% 67%

ANDREW STARK

@starkdaily

SVP,  Content  Solu1ons