Why You Should Sell On Key Metrics, And Match Channels Accordingly
Why This Matters
Advertisers increasingly expect campaigns to deliver against specific KPIs—from article views and reach, to dwell time and engagement. That means it’s not enough to just offer amplification—you need to offer the right amplification, built around what the client values most.
By selecting channels based on performance benchmarks and clearly aligning them to advertiser objectives and priorities, you can make proposals more compelling, more competitive, and more likely to convert.
How to Select Channels Based on Client Priorities
Use this 4-point framework to guide channel selection based on client sensitivity:
| Factor | Low Priority (Score: 1) | High Priority (Score: 4) |
| Cost Sensitivity | Willing to pay for premium placements and formats | Budget-focused, low CPM delivery is key |
| Brand Safety | Less concerned about placement context | Needs highly controlled, brand-safe environments |
| Inclusion List | Open to extended inventory for scale | Prefers curated, premium publishers/sites only |
| Audience Specificity | Broad awareness is the goal | Needs hyper-targeted or niche segment reach |
Check out our Guide to the Audience Targeting Channel Assistant in the resource centre
Matching Channels to Key Metrics
| Channel | Best For | Why / When to Use |
| Article Views, Reach, CPM, Engagement | Broad reach, low CPM, strong article clicks via social interest targeting. | |
| Instagram (Meta) | Engagement Rate, Dwell Time, CPM | High dwell on visual formats, efficient for youth/urban demos. |
| Apple News | Dwell Time, Article Views, Brand Safety | Premium, trusted environment. Ideal when brand safety and article quality matter. |
| Premium In-feed Native | Article Views, CTR, Dwell Time | Editorial context drives better CTRs and dwell time. |
| Social Display | Reach, CPM, Engagement Rate | Social-style assets off-platform. Scalable, efficient, and engaging. |
| Scaled Social Display | Reach, CPM, Article Views | Run-of-network native placements for cost-effective traffic at scale. |
| RON Native | Reach, CPM, Article Views | Run-of-network native placements for cost-effective traffic at scale. |
| Standard In-Feed Native | Article Views, CTR, Reach | Classic native placements across editorial environments. Balanced scale and quality. |
| Scaled Social Display | Reach, CPM, Article Views | Maximises impressions across wide inventory. Great for awareness. |
Channel-to-Metric Highlights
| Key Metric | Top Performing Channels |
| Article Views | Facebook, Premium Native, Apple News, Scaled Social Display, RON Native |
| Average Engagement Time | Apple News, Premium Native, Instagram |
| Low CPM/High Reach | Social Display, Scaled Social Display, RON Native, Apple News, Facebook, Standard Native |
| Social Engagement Rate | Facebook, Instagram, Social Display |
How to Build Smarter Plans with This Approach
- Start with the brief. What KPIs matter most? Article views? Cost? Targeting?
- Score the campaign across the four prioritisation factors. This helps narrow the right channel mix.
- Select channels that align to both the metrics and the campaign sensitivities. Use AmpPlus to build and compare plans quickly.
How to Use This In Proposals
Instead of: “We’ve added some amp via Facebook.”
Use: “We’ve prioritised Facebook and Premium Native to drive high article views at scale while keeping CPMs efficient.”
Instead of: “Here’s your guaranteed view number.”
Use: “We’ve matched each channel to your KPIs—Apple News for dwell time, Facebook for cost-efficient scale, and Social Display for off-platform reach.”
The Takeaway
Not all amplification delivers the same results. When you tailor your channel selection to the metrics that matter most to the advertiser, you increase campaign impact—and your chance of winning the brief.
Let the KPIs guide the channel mix. AvidAmp gives you the tools—this strategy gives you the edge. Don’t forget to check out the Channel Assistant Guide in the Resource Centre for more information on channel selection