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Native Advertising

The Essential Guide

By (author) Dale Lovell
Format: Paperback / softback
Publisher: Kogan Page Ltd, London, United Kingdom
Published: 3rd Oct 2017
Dimensions: w 156mm h 234mm d 13mm
Weight: 354g
ISBN-10: 0749481161
ISBN-13: 9780749481162
Barcode No: 9780749481162
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Synopsis
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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"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, Global Content Marketing Leader, LinkedIn * "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, Columnist for Mediatel, Honorary Professor of Journalism at Roehampton University and former Editorial Director of Campaign *