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Native Advertising

Native Advertising

The Essential Guide

Dale Lovell


Understand the exhilarating new, multi-billion dollar marketing channel that is native advertising with this comprehensive and highly practical guide, packed with case studies and real world examples.

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About the book

Native advertising impacts us all. If you own a smartphone, use social media or read content online, you will have been exposed to native advertising - often without even knowing it. Influenced by leading digital trends such as mobile advertising, programmatic advertising, ad-blocking, fake news, and Artificial Intelligence (AI), native advertising has become a multi-billion-dollar a year industry, now behind the digital success of many leading brands and companies.

Written by one of the industry's foremost authorities, Native Advertising provides a comprehensive guide to the rise of this exhilarating channel, the impact it has on the digital media space, and what marketers and businesses need to know to succeed. Including insight on the future of digital advertising and why its growth is inevitable, it is packed full of real-life examples and interviews from marketing leaders spanning the globe.

Native Advertising goes beyond Facebook sponsored posts, promoted tweets, and BuzzFeed branded articles to look at the underpinning factors of audience, budget, content, and success measurement. With fascinating case studies from The New York Times, the Independent and many more, this book is full of first-hand advice and experience for any marketer looking to embrace digital innovation and understand the world of native advertising.

Table Of Contents

    • Chapter - 01: Introduction;
    • Chapter - 02: How Did We Get Here?;
    • Chapter - 03: Why Native Advertising Really Matters: It’s Not Another Buzzword;
    • Chapter - 04: Who Can Benefit From Native Advertising?;
    • Chapter - 05: Getting Started With Native Advertising – What You Need to Know;
    • Chapter - 06: The Different Types of Native Advertising – Which is Right for You?;
    • Chapter - 07: Creating Native Advertising – What You Need to Know;
    • Chapter - 08: Is It Working?;
    • Chapter - 09: Questions to Ask about Native Advertising;
    • Chapter - 10: The Future


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

Book Details

  • EAN: 9780749481162
  • Edition: 1
  • Published: 3rd October 2017
  • Paperback
  • Dimensions: 234x156
  • 248 pages

About the Author

Dale Lovell is Chief Digital Officer at Adyoulike, the UK's first and leading native advertising agency, with over $20M global turnover per year. Dale Lovell sits on the UK IAB (Internet Advertising Bureau)'s Native and Content Council, and is soon to join the IAB US. In 2015, Dale was named one of the Hot 100 by the British Interactive Media Association, in recognition for championing native advertising in the UK.

Dale Lovell