Understand the exhilarating new, multi-billion dollar marketing channel that is native advertising with this comprehensive and highly practical guide.
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.
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
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.
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