17 Oct Love Conquers… Impressions, Clicks & Shares
A native advertising client recently wrote:
I love the articles… for me they have helped a lot. I am the only full-time employee… and in the essence of time it has been a huge help having those produced each month. I feel they are a bit more fun vs. the standard press release.
I post them on our website and on social media (usually as a promoted post) – and we have received good interaction on all of them.
When I signed up for the sponsored stories, I did not measure them against specific metrics per se… but knew they would allow me to give our followers a month-at-a-glance in a fun and inviting way.
Online enables measurement, which is a heaven-sent tool local media companies never had before. However, as important as impressions, clicks and shares are, sometimes all of the measurement obscures the most powerful buying factor of all: emotion.
The fact that advertisers can feel good about just getting their message out there is why native advertising should not be priced based solely on impressions. The “feel good” factor is also one of the primary reasons why local media companies should charge more for native than other forms of online advertising.
In a world where everything is counted, measured and hyper-analyzed, the human factor — that people often buy simply because they want and like what they see — gets lost. Yet the strong emotional attachment that is love, trumps zillions of impressions any day.