Native Advertising: The Essential Guide

  • 4h 6m
  • Dale Lovell
  • Kogan Page
  • 2017

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. This book 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.

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.

In this Book

  • What is Native Advertising?
  • Introduction
  • Why Native Advertising Matters
  • A Brief History of Native Advertising
  • The Global Native Advertising Market
  • The Different Types of Native Advertising
  • Who Can Benefit from Native Advertising?
  • Measuring Native Advertising: Does it Work?
  • Getting Started with Native Advertising
  • Building a Team for Native Advertising Success
  • The Seven Habits of Highly Effective Native Advertisers
  • The Business of Digital
  • The Rise of the Content Studio
  • Objections to Native Advertising
  • Programmatic Native Advertising
  • The Next Generation of Native Advertising
  • Conclusion: A Call to Arms
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