Native Advertising
The Essential Guide
by Dale Lovell
This title was previously available on NetGalley and is now archived.
Send NetGalley books directly to your Kindle or Kindle app
1
To read on a Kindle or Kindle app, please add kindle@netgalley.com as an approved email address to receive files in your Amazon account. Click here for step-by-step instructions.
2
Also find your Kindle email address within your Amazon account, and enter it here.
Pub Date Oct 03 2017 | Archive Date Oct 30 2017
Kogan Page Ltd | Kogan Page
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. 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.
Available Editions
EDITION | Other Format |
ISBN | 9780749481162 |
PRICE | £26.99 (GBP) |
PAGES | 240 |
Featured Reviews
Native advertising is an advertising form that you have seen but possibly haven’t realised what it is. Essentially it is a form of paid media and the advertising ‘experience’ or content is designed to blend in and follow the media being consumed. Sneaky advertising, some call it. Whatever your view, it is a massive industry and this book sets out to be an indispensable guide and update to what’s hot within that sector.
The book mixes up elements of theory and current, practical real-world knowledge to great effect, looking at the issue both from a client perspective as well as offering insights from the publisher’s side. It gives a good picture about what native advertising is and its role, opportunities and even downsides within the digital marketing mix. It manages to service different audience groups well, so you can get both new knowledge and refresh your understanding of a rapidly changing sector at the same time, leading to a greater capability and capacity to use and monitor native advertising as required.
It was particularly interesting to note the references to history, showing that a lot of this digital advertising is not that new in principal, although the nature of deployment obviously may be. Motivations for using and reacting to different native advertising forms were provided and this helped put a ‘human face’ to the format. The book is clearly designed, well-written and accessible. Even the most stressed reader can find a few minutes here and there and pick it up and put it down as time allows. Or you can wallow in its goodness and have a long, sequential read and be assaulted by the bombardment of information!
A book to be considered.
Readers who liked this book also liked:
Corinne Delporte, illustrated by Antoine de Saint-Exupéry, translated by Carine Laforest
Children's Fiction
Art for Kids Hub; Rob Jensen
Arts & Photography, Children's Nonfiction
Scott Doorley; Carissa Carter; Stanford d.school
Business, Leadership, Finance, Computers & Internet, Self-Help
Remington Robinson
Arts & Photography, Crafts & Hobbies
John Kotter; Holger Rathgeber
Business, Leadership, Finance, Nonfiction (Adult)