Native Advertising: The Essential Guide

by Dale Lovell

Overview

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.

Product Details

ISBN-13:	9780749481162
Publisher:	Kogan Page, Ltd.
Publication date:	10/31/2017
Pages:	248
Product dimensions:	6.10(w) x 9.10(h) x 0.70(d)

About the Author

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.

Table of 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

Editorial Reviews

"If you want to understand how digital media are funded you need to know about native advertising. Look at the most powerful forces sweeping across the digital landscape - social media, video, mobile — and you'll find native spans them all. I can't think of anyone better equipped to guide you through this rapidly changing world than Dale Lovell."

Dominic Mills

"Finally - a comprehensive guide to the most under-celebrated discipline in advertising. This book delivers a virtual PhD in native advertising for modern marketers."

Jason Miller