The Native Advertising Advantage

An ad tech exec at Hearst reveals the next generation of marketing—and provides the insight and know-how for leveraging it for maximum impact

The Native Advertising Advantage describes the powerful marketing and advertising strategy business leaders can leverage to seize the competitive advantage. The author defines what native advertising is, how it works, how it’s used, the ethics and legality of it, and how effective it is.

The book explains how native ads are blending in with their surrounding content to blur the traditional “church/state” divide of editorial vs. advertising. The author shows how publications as diverse as BuzzFeed, Forbes, Cosmopolitan, and The New York Times are attracting readers who are just as interested in the content of these native ads as they are of journalist-written editorial content.

* Native Advertising is a huge movement in marketing, and marketing managers are drawn to it as a key part of their digital strategy and a new source of revenue; spending in the US on native advertising is expected to grow to $36 billion by 2021

* A Senior VP at Hearst Magazines, Smith has seen first-hand powerfully effective native advertising at some of the world’s biggest media brands, including Cosmopolitan, Esquire, and Good Housekeeping

* Hearst Magazines Digital Media reaches nearly 120 million site visitors each month across 18 websites for brands such as Cosmopolitan, Popular Mechanics, Elle, Elle Decor, Esquire, Good Housekeeping, Marie Claire, and Seventeen, as well as digital-only sites such as Delish.com