Simplifying Native Advertising Measurement With Nativo

Welcome to another special episode of the Marketing Vanguard podcast, where host Jenny Rooney speaks with Justin Choi, founder and CEO of digital marketing firm Nativo, on the sidelines of Brandweek 2024 in Phoenix, Arizona. 

They discuss the challenges of measuring content marketing effectiveness. Choi explains how Nativo simplifies the process by measuring consideration instead of just awareness or performance. He shares his entrepreneurial journey and how Nativo evolved into a platform that helps brands engage consumers through native advertising. 

He also touches on the importance of understanding consumer behavior and how data insights can help marketers enhance their messaging and engagement.

“One of the biggest challenges we face in marketing is measuring the effectiveness of content marketing,” he says on the podcast. “Many marketers often accept these difficulties and instead focus on metrics that are easier to quantify. But what if we could simplify the consideration measurement, just like we measure awareness and performance? That’s what Nativo is all about—making it straightforward for marketers to allocate their resources effectively.”

Before Nativo, Choi co-founded Cie Games, creators of the hit social games Car Town and Racing Rivals, which Glu Mobile acquired for $100 million. An early innovator in in-game product placement, his entrepreneurial journey began at age 11 with an Apple IIGS.

Key takeaways:

05:13 How an Apple Computer Sparked a Journey — Choi reflects on how his entrepreneurial journey began at age 11 when his parents, despite limited resources, bought him an Apple II GS computer. This gift sparked his interest in technology and opened his world to new opportunities, such as classical music and various educational resources. His passion for computers led him to study computer information systems in college and take on various gigs, including computer consulting and web design, which eventually set the foundation for his entrepreneurial career.

10:25 Solving the Content Marketing Measurement Gap — Choi discusses the challenges marketers face in measuring content marketing effectiveness. He points out that many marketers accept it as a complex, underprioritized task, leading to an imbalance in budget allocation. Choi emphasizes that Nativo’s mission is to make this measurement simple and accessible, filling a critical gap for large brands where awareness isn’t the problem.