Welcome to the Insights User Guide!

Insights is a data visualization platform that provides a centralized view of audience data, content performance, and campaign results. This tool empowers publishers to make informed, data-driven decisions regarding their direct-sold campaign strategies, whether during the campaign or after its completion.

Inventory/Contextual topics
Contextual Topics represents what the editorial page was about. Topics are discovered through our contextual partner, Grapeshot. We evaluate each inventory page and extract the most relevant topics. We take the top 5 most relevant topics and store them for reporting purposes.

List of current topics tracked

Advertisers/Brands
Represent the Advertiser in the Nativo platform.

Advertiser/Brand Verticals
The vertical associated with the advertiser.

Personas
Personas allow us to understand audiences regardless of targeting. A persona is a group of segments composed of first and third-party data from our DMP partners. When serving an ad, we evaluate which segments that user belongs to; if they belong to any of the segments in the group, we store it. Demographic (age, gender, household income) segments are exclusive, meaning a user can only belong to one segment. All other segments are not exclusive. The current implementation is cookie-based.

List of current personas tracked

Frequently assess campaign performance using Insights. This will help you identify potential mid-campaign optimizations to enhance performance and achieve your KPI goals.

The Content Score quantitatively measures individual content campaigns' performance based on key engagement metrics in comparison to vertical benchmarks. Content score is calculated for each ad format, and for the overall campaign.
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Content score is calculated at the overall campaign level by using a weighted average of Content Score for each ad format, comparing to the Nativo network or to custom benchmarks created by you.

The overall campaign summary view provides granular, deep-dive analytics to pinpoint what’s driving performance across campaigns, verticals, topics, personas, and creatives all in one convenient, digestible place.

This breakdown uncovers categories & topics rankings across a campaign or a designated vertical. Users can not only see a visual, aggregate view of contextual performance, but also delve into select categories, learn more about their potential impact, and receive actionable recommendations.

Users can view a breakdown of content performance by gender, location, income levels, and personas as shown below.

International Map View

The location view will show the US state breakdown by default. To get to the international map (if applicable), click on the magnifying glass icon on the right-hand side of the chart.

Once zoomed out, a global map will display with a breakdown by country.

Shareable Insights allows users of the Nativo Insights platform to share the Campaign Insights page with the client without having the client login to Nativo.

Users have a variety of creative insights that can be used to make more informed creative decisions.

Keywords used in headlines are ranked. The view can be customized to show desired metrics from the drop down menu on the right-hand side of the table. Actionable recommendations are included for easy implementation.

Users can also leverage a visual breakdown of performance for images. This helps users understand if content performs better with certain visuals (i.e. visuals with people vs. visuals with products, certain colors, etc.)

Every widget has the following options:

Table View

Clicking this will present the data in a table.

Table Options:

Chart View

Toggling from table view will present the data in a visualization. Currently, there are Treemaps, Bar Charts and Content Tiles.

Bar Chart

The bar chart can be a single or double axis depending on the metrics selected. Expanding the graph will bring in additional bars of data.

Content Tiles

Content Tiles breakdown performance by showing key campaign information, including the main creative image and advertiser.

Users have the option to customize their view by chart type and select which metrics to show in their chosen view (when available).

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Insights allows organizations to set custom benchmarks by advertiser vertical. Benchmarks are used in calculating the following metrics:

To set custom benchmarks, visit Insight Settings under the Admin menu. Here you can do the following:

Insights Emails

Users are able to send Insights directly to clients from the platform, both ad hoc or as a recurring scheduled email.

To set up, click into “Campaigns” under the Insights from the left-hand menu.

Next, find and click the blue “Share” button on the right-hand side.

From here, you can choose what information you’d like to see for a given campaign. Add in all email addresses that should receive the report.

Note: each recipient will need to “accept” the invitation from their inbox to receive the reports.

Share the campaign's Insights page with your advertising client and internal teams. This will enable ongoing performance updates and give everyone key campaign information at a glance. In return, you can request creative assets or seek approval for new creative to enhance campaign performance.

Download Images

Images of charts & graphs can be downloaded individually to easily add to emails, presentations, and more. To download an image from Insights, click on the icon with three dots on the right-hand side and choose “Download Image.”

If you’d like to gain access to Insights or learn more about its features, please reach out to your Account Representative.

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