Marketing Vanguard Podcast Summary Episode: Simplifying Native Advertising Measurement with Justin Choi, Founder and CEO of Nativo
Release Date: November 21, 2024

Introduction

In this episode of Marketing Vanguard, host Jenny Rooney engages with Justin Choi, the Founder and CEO of Nativo, to delve into the intricacies of native advertising and its measurement. The conversation explores Justin's entrepreneurial journey, the inception and evolution of Nativo, the challenges marketers face in measuring native advertising, and the innovative solutions his company offers to bridge these gaps.

Justin Choi's Entrepreneurial Journey

Justin introduces himself as a serial entrepreneur, emphasizing his passion for building companies from the ground up. With no traditional job experience, Justin has pioneered three startups, with Nativo being the most recent.

“I am what you, I guess, call a serial entrepreneur. I don't always like using the word because usually serial precedes other bad words, but serial entrepreneur.”
[01:43]

His fascination with technology began at a young age when his parents purchased him an Apple computer, sparking his interest in computers and programming. This early exposure laid the foundation for his future ventures in web design and digital marketing.

The Genesis of Nativo and Native Advertising

Justin recounts the origins of Nativo, highlighting how his previous web services company ventured into sponsoring posts on forums and blogs before the advent of social media platforms like Facebook and Twitter.

“We built a tool to make it easy for them to buy sponsored posts, but across all these different niche sites out there to get scale. And so to our surprise, by the time 2012 rolled around, suddenly it got a name, Native advertising.”
[02:10]

Recognizing the potential of native advertising early on, Justin and his team developed technology that predated the mainstream adoption of native ads. This foresight allowed Nativo to secure partnerships with major publishers such as Time Inc. and CNN, establishing the company as a leading native ad server.

Addressing the Measurement Gap in Marketing

A significant portion of the discussion centers on the challenges marketers face in measuring the effectiveness of native advertising. Justin points out that while marketers excel in measuring awareness and performance, the middle funnel—consideration—remains elusive.

“Marketers just accepted that it's a pain in the butt to measure. We'll do studies once a year and I'll put it in the backseat. I know it's important, but it's not as easy to measure as these other things...”
[10:54]

Nativo aims to simplify this by offering tools that make measuring consideration straightforward, real-time, and cost-effective. Justin emphasizes that by integrating consideration metrics seamlessly into existing marketing strategies, marketers can achieve a more connected and comprehensive understanding of their campaigns.

“We're here at Brand Week launching our new tool that makes it really easy to measure consideration. And we believe that if that becomes as easy to measure as lower funnel and upper funnel, that you finally have this full connected experience and marketing can get better.”
[09:50]

Innovative Solutions and Brand Week 2024

During Brand Week 2024, Nativo showcased its latest tool designed to measure consideration in native advertising. Justin discusses the importance of this launch and how it empowers marketers to optimize their strategies effectively.

“It's almost like when you can go to a person and just say, here's a brand new tool in your tool chest. We're just so excited to see what marketer can do with it.”
[09:16]

The presence at Brand Week underscores Nativo's commitment to providing marketers with actionable insights and user-friendly tools that address real pain points in the industry.

Leadership Philosophy and Future Aspirations

Towards the end of the conversation, Jenny Rooney explores Justin's leadership style and his vision for the future. Justin expresses a desire to be remembered as an innovator who not only built successful companies but also nurtured talent and supported fellow entrepreneurs.

“What I want to be known for is just someone who innovated, built great things, and helped build people... watching other people succeed is, I think that's where I like to spend my time going forward.”
[13:11]

When asked about his role on a soccer field metaphor, Justin likens himself to a coach and team owner, emphasizing the multifaceted responsibilities of a founder in guiding and supporting his team.

“As a founder, you feel like you play all those positions sometimes simultaneously. And I think the thing that I feel most right now is feel like a coach and a team owner.”
[14:04]

Conclusion

The episode provides valuable insights into the evolution of native advertising and the critical need for effective measurement tools. Justin Choi's experiences and strategic vision highlight the challenges marketers face and the innovative solutions Nativo offers to overcome them. By simplifying the measurement of consideration, Nativo empowers brands to create more impactful and accountable marketing campaigns.

Notable Quotes:

• “Marketers just accepted that it's a pain in the butt to measure. We'll do studies once a year and I'll put it in the backseat.”
  — Justin Choi [10:54]

• “Here's a brand new tool in your tool chest. We're just so excited to see what marketer can do with it.”
  — Justin Choi [09:16]

• “What I want to be known for is just someone who innovated, built great things, and helped build people.”
  — Justin Choi [13:11]

Resources Mentioned:

• Nativo: Nativo.com
• Brand Week 2024: BrandWeek.com

Stay tuned to Marketing Vanguard for more insightful conversations with industry leaders driving the future of marketing.