Native Advertising

The Essential Guide
1. Auflage 2017
ISBN: 978-0-7494-8116-2
Verlag: Kogan Page

Buch, Englisch, 248 Seiten, Format (B × H): 156 mm x 234 mm, Gewicht: 383 g

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. Native Advertising 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.

Autoren/Hrsg.

Lovell, Dale

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management E-Commerce, E-Business, E-Marketing
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing

Inhaltsverzeichnis

• • 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

Über Autor(innen)

Lovell, Dale
Dale Lovell's career at the forefront of digital advertising spans editorial, publishing, marketing and advertising technology. He is Chief Digital Officer at ADYOULIKE and a member of the Internet Advertising Bureau (IAB) Native and Content Council, UK. In 2015 Dale Lovell was named one of the British Interactive Media Association's Hot 100.

Dale Lovell's career at the forefront of digital advertising spans editorial, publishing, marketing and advertising technology. He is Chief Digital Officer at ADYOULIKE and a member of the Internet Advertising Bureau (IAB) Native and Content Council, UK. In 2015 Dale Lovell was named one of the British Interactive Media Association's Hot 100.