Native Advertising: The Essential Guide
£19.90
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.
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Additional information
| Publisher | 1st edition (3 Oct. 2017), Kogan page |
|---|---|
| Language | English |
| File size | 1799 KB |
| Text-to-Speech | Enabled |
| Screen Reader | Supported |
| Enhanced typesetting | Enabled |
| X-Ray | Not Enabled |
| Word Wise | Enabled |
| Sticky notes | On Kindle Scribe |
| Print length | 241 pages |
| Page numbers source ISBN | 0749481161 |
by Screason
This book is an absolute must-read for anyone in the native space or anyone interested to learn more about native. An easy read with many case studies to prove how powerful native can be!
by CJ
I would highly recommend this guide. It’s easy to read, fun to read and packed with useful information.
by Amazon Customer
Really good read, easy way to digest a difficult subject
by Bobby Tables
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.
by Josh
Clear and precise. Great guide and well written. Hat’s off to the author