Using context words in any story can turn impressions into attention. Impression is no longer the valued result of your online media campaign. Right now the value is through engagement. But if we think about impressions differently, say instead of using it as a basis for views or click throughs, but rather as how the word is actually defined then the word becomes one of the most valuable in our industry. Impression is a feeling or opinion about something or someone, especially one formed without conscious thought or on the basis of little evidence.
The true definition of impression is powerful. If by the use of context words in native advertising, marketers could influence the thoughts and emotions of it’s target market, then user engagement would rise. Shouldn’t that be the goal instead of a 12.4% click though rate?