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Native Advertising: The Essential Guide
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NATIVE ADVERTISING: THE ESSENTIAL GUIDE

PAPERBACK BY LOVELL, DALE

£17.99

ISBN
9780749481162
IMPRINT
KOGAN PAGE LTD
 
 
EDITION
PUBLISHER
KOGAN PAGE LTD
STOCK FOR DELIVERY
IN STOCK
FORMAT
PAPERBACK
PAGES
248 pages
PUBLICATION DATE
03 OCT 2017

DESCRIPTION

Native advertising: paid-for media that looks and behaves like the content around it. It affects us all. If you own a smartphone, use social media or read content online, you will have been exposed to it - often without realizing. Influenced by digital trends such as mobile advertising, programmatic advertising, ad-blocking, fake news and artificial intelligence, native advertising is a multibillion-dollar industry. It is central to the digital success of many leading brands and companies. This comprehensive study by one of the industry's foremost authorities explores the rise of this exhilarating new channel - its impact on the digital media space, and what marketers and businesses need to know about it. This book explores the future of digital advertising and explains why its growth is inevitable, using real-life examples and interviews from marketing leaders around the world and a range of case studies including The New York Times and The Independent. Native Advertising goes beyond sponsored posts on Facebook, promoted tweets and BuzzFeed branded articles. It looks at the heart of the matter: audience, budget, content and success measurement. It is full of first-hand advice for any marketer wanting to make the most of digital innovation.

CONTENTS

    • Chapter - 01: Introduction;
    • Chapter - 02: How Did We Get Here?;
    • Chapter - 03: Why Native Advertising Really Matters: It's Not Another Buzzword;
    • Chapter - 04: Who Can Benefit From Native Advertising?;
    • Chapter - 05: Getting Started With Native Advertising - What You Need to Know;
    • Chapter - 06: The Different Types of Native Advertising - Which is Right for You?;
    • Chapter - 07: Creating Native Advertising - What You Need to Know;
    • Chapter - 08: Is It Working?;
    • Chapter - 09: Questions to Ask about Native Advertising;
    • Chapter - 10: The Future