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    Native advertising : the essential guide / Dale Lovell.

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    • Title:Native advertising : the essential guide / Dale Lovell.
    •    
    • Author/Creator:Lovell, Dale, author.
    • Published/Created:London, United Kingdom : Kogan Page, 2017.

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    • Library of Congress Subjects:Internet advertising.
      Internet marketing.
    • Description:xiv, 227 pages : illustrations, maps ; 24 cm
    • Summary: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.
    • Notes:Includes bibliographical references and index.
    • ISBN:9780749481162 (paperback)
      0749481161 (paperback)
      9780749481179
    • Contents:Machine generated contents note: pt. ONE What is native advertising?
      01. What is native advertising?
      definition
      02. Introduction
      My story
      Native advertising: digital's indigenous ad format
      Evolution not revolution
      03. Why native advertising matters
      rise of content marketing
      mobile-first world
      importance of feeds
      power of stories
      modern-day collective campfire
      Technology and creativity combine
      Video advertising
      Display advertising and programmatic
      Ad blocking
      Millennial and the value exchange
      04. brief history of native advertising
      yin and yang of publishing
      Advertorials
      Guinness Guide to Oysters
      Where the phrase came from
      2012: the native advertising buzz builds
      05. global native advertising market
      Digital trends signal native ad growth
      global native advertising market by 2020
      North America
      Asia and the Pacific
      Europe
      Central and Latin America
      Africa
      pt. TWO How can native advertising impact your business?
      06. different types of native advertising
      Branded differentiators and digital marketing
      Internet Advertising Bureau (IAB) playbook
      Content and Native Definitions Framework
      Simplifying the native advertising landscape
      main categories of native advertising you need to understand
      1. Branded content publisher partnerships
      2. In-feed native distribution
      3. Content recommendation
      07. Who can benefit from native advertising?
      Why native advertising?
      Convey complex information easily
      Build your brand personality
      Experiment at scale, cheaply
      What type of native advertising should you try out for your business?
      Brand advertisers
      SME businesses
      Start-ups
      Native advertising and search engine optimization
      Affiliates
      Native advertising and the PR industry
      08. Measuring native advertising: does it work?
      first steps to success
      Tracking advertiser performance
      Measuring native advertising with Google Analytics
      What should native advertising be measuring?
      Conclusion
      pt. THREE practical guide to running native advertising
      09. Getting started with native advertising
      What assets do you have?
      power of mobile
      Creating your native advertising
      importance of headlines
      How to come up with native headlines
      Images
      Image rights and native advertising
      Descriptions: supporting your headline
      Native advertising copy
      Video creative
      Testing creative
      Get your creative juices flowing
      exercise in generating ideas for a native advertising brief
      10. Building a team for native advertising success
      Outsourcing expertise: get the most from an agency
      changing shape of digital marketing
      T-shaped marketers
      π-shaped marketers
      pitchfork team structure
      model for native advertising success
      11. seven habits of highly effective native advertisers
      1. They have a start-up attitude
      2. They understand the feed
      3. They get content
      4. They get advertising
      5. They know what success looks like
      6. They get technology and data
      7. They know it's a team effort
      pt. FOUR Native advertising in a wider business context
      12. business of digital
      advertiser, agency, ad tech, publisher matrix
      How is digital advertising bought?
      Publisher arbitrage
      Clickbait
      Fake news
      Advertising fraud and bot traffic
      Brand safety
      native advertising challenge
      13. rise of the content studio
      Dedicated commercial content teams
      Scaling the content studio
      Extending content reach
      changing economics of the content studio
      14. Objections to native advertising
      Why do they object to native advertising?
      John Oliver and native advertising
      Is native advertising a convenient term to use to bash modern publishing?
      What are the main objections to native advertising among publishers?
      value of publishers
      pt. FIVE future of native advertising
      15. Programmatic native advertising
      What is programmatic advertising?
      Native advertising goes programmatic
      10. Ways Programmatic Native advertising will change advertising
      Summary
      16. next generation of native advertising
      Enter the gold rush: native advertising booms
      growth in artificial intelligence
      Chatbots, AI and content recommendation
      Native advertising targeting and AI
      IBM Watson and AI
      2030: a glimpse of native advertising in the future
      Virtual reality and augmented reality become reality
      rise of immersive media experiences
      VR brand environment of the future
      17. Conclusion: a call to arms.
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