Native Advertising
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15 Questions About Native Advertising
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Author : Massimo Moruzzi
language : en
Publisher: Massimo Moruzzi
Release Date : 2017-08-02
15 Questions About Native Advertising written by Massimo Moruzzi and has been published by Massimo Moruzzi this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017-08-02 with Business & Economics categories.
15 questions about native advertising that are seldom asked or answered.
Native Advertising
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Author : Dale Lovell
language : en
Publisher: Kogan Page Publishers
Release Date : 2017-10-03
Native Advertising written by Dale Lovell and has been published by Kogan Page Publishers this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017-10-03 with Business & Economics categories.
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.
Native Advertising
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Author : Dale Lovell
language : en
Publisher:
Release Date : 2017
Native Advertising written by Dale Lovell and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017 with categories.
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.
The Native Advertising Advantage Build Authentic Content That Revolutionizes Digital Marketing And Drives Revenue Growth
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Author : Mike Smith
language : en
Publisher: McGraw Hill Professional
Release Date : 2017-05-26
The Native Advertising Advantage Build Authentic Content That Revolutionizes Digital Marketing And Drives Revenue Growth written by Mike Smith and has been published by McGraw Hill Professional this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017-05-26 with Business & Economics categories.
An industry insider reveals the next generation of marketing—and provides the insight you need to use it to beat the competition One of the hottest forms of advertising, native advertising is an extremely effective way to reach customers. Produced by marketers and featured alongside the main content, native advertising breaks down the traditional barrier between advertising and editorial. Industry insider and Hearst ad executive Mike Smith believes that native is not only here to stay, but is the future of marketing. The Native Advertising Advantage reveals why native advertising is an effective tool in any company’s digital marketing strategy—and how to use it to build new revenue streams. Smith explains how native ads are blending in with their surrounding content to blur the traditional “church/state” divide of editorial versus advertising. He shows how publications as diverse as BuzzFeed, Forbes, Cosmopolitan, and The New York Times are attracting readers who are just as interested in the content of these native ads as they are of journalist-written editorial content Gleaned from dozens of interviews with advertisers, marketers, software developers, journalists, and publishers, the book reveals how native advertising fits into the marketing strategies and advertising budgets of successful companies such as GE, Intel, HP, Red Bull, ConAgra Foods, Pepsi, and others.
Native Advertising
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Author : Lisa Lynch
language : en
Publisher: Routledge
Release Date : 2018-06-12
Native Advertising written by Lisa Lynch and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2018-06-12 with Social Science categories.
Native Advertising examines the emerging practices and norms around native advertising in US and European news organizations. Over the past five years native advertising has rapidly become a significant revenue stream for both digital news “upstarts” and legacy newspapers and magazines. This book helps scholars and students of journalism and advertising to understand the news industry’s investment in native advertising, and consider the effects this investment might have on how news is produced, consumed, and understood. It is argued that although they have deep roots in earlier forms of advertising, native ads with a political or advocacy bent have the potential to shift the relationship between news outlets and audiences in new ways, particularly in an era when trust in the media has reached a historic low point. Beyond this, such advertisements have the potential to shift how media systems function in relation to state power, by changing the relationship between commercial and non-commercial speech. Drawing on real-world examples of native ads and including an in-depth case study contributed by Ava Sirrah, Native Advertising provides an important assessment of the potential consequences of native advertising becoming an even more prominent fixture in the 21st-century news feed.
Native Advertising In Online News
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Author : Anocha Aribarg
language : en
Publisher:
Release Date : 2019
Native Advertising In Online News written by Anocha Aribarg and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2019 with categories.
Native advertising is a type of online advertising matching the form and function of the platform on which it appears. In managerial practice, the choice between display and in-feed native advertising presents brand advertisers and online news publishers with conflicting objectives. While advertisers face a tradeoff between ad clicks and brand recognition, publishers need to strike a balance between ad clicks and the platform's trustworthiness. From a policy perspective, the U.S. Federal Trade Commission (FTC) has become more concerned about native advertising confusing consumers and hence has imposed guidelines requiring advertisers to clearly disclose their native ads. This research aims to understand how consumers respond to native ads versus display ads and to different styles of native ad disclosures. We employ a series of randomized online experiments and a field experiment combining clickstream behavioral data, eye movement data, and survey response data. The results show that when we control for the position of an ad on a news page, a native ad generates a higher click-through rate, as it better resembles surrounding editorial content. However, a display ad garners more visual attention and brand recognition than a native ad. Featuring native ads on news sites can also decrease the trustworthiness of the sites. Finally, with respect to native ad disclosure, the findings suggest that advertisers who prominently disclose native ads could benefit from greater brand awareness without sacrificing much in terms of click-through rates. Following the FTC guidelines closely may therefore be the optimal strategy for native advertising.
15 Questions About Native Advertising
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Author : Massimo Moruzzi
language : zh-CN
Publisher:
Release Date : 2018
15 Questions About Native Advertising written by Massimo Moruzzi and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2018 with categories.
#NOT a real book (Just a screed) Is native advertising something new, or just a new name? Is it the same as content marketing? How does it relate to social media marketing? Does native advertising work? Does it have negative consequences for society? Should native advertisement be deregulated, or should it be more seriously regulated? The 15 Questions: 1. What Is Native Advertising? 2. Is It a New Practice? 3. Is Native Advertising Legal? 4. Are Content Marketing and Native Advertising the Same? 5. What Happened to Social Media Marketing? 6. What Is Social Media Marketing Today? 7. What About Influencer Marketing? 8. Does Native Advertising Happen Only on Social Media? 9. What About Native Advertising on Newspapers? 10. Can It Get Any Worse? 11. Does Native Advertising Work? 12. Why Does It Work? 13. Does It Have Negative Consequences? 14. Should Native Advertisement Be Deregulated? 15. What Does the Future Hold for Native Advertising? Download it now: it's a smart 15 minutes' read.
Going Native
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Author : Alexander Charles LaBrecque
language : en
Publisher:
Release Date : 2021
Going Native written by Alexander Charles LaBrecque and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2021 with Electronic dissertations categories.
As the use of the Internet has evolved over the past few decades, digital advertising has become an increasingly important part of how firms reach their consumers. Since 1996, digital advertising spending has increased from $30 million to over $35 billion in 2019 (PwC & IAB, 2020). While digital advertising-as a whole-has become an omnipresent source of advertising, there have been recent shifts in the different types of digital ads that firms utilize. Perhaps most notable is the rise of native advertising-which is a new form of digital display advertising that has been popularized by major social networking sites such as Facebook, Twitter, and Snapchat. As a disguised form of advertising, much of the research on native advertising has centered around the nature of advertising disclosures. However, as publishers are increasingly adopting stricter disclosure standards, it is important to also explore how advertisers can effectively utilize native advertising. Thus, the goal of my dissertation is to examine how firms can better utilize this new form of digital advertising to make their advertising campaigns more effective.For the first essay of my dissertation, I explore how native advertising effectiveness is influenced by the interplay between advertising content and the context in which it is presented. In the first study, I leverage a unique dataset from one of the largest programmatic buy-side agencies in the United States to examine how native ad placement (in-feed versus in-ad) interacts with different ad appeals (promotion-related versus solution-related) to influence click-through rates. Then for study two, I conduct a field experiment to explore how native ad placements affect consumers post-click behaviors. I find that while more disguised placements (in-feed) may produce higher click-through rates, consumers that click on these more disguised ads will exhibit diminished post-click performance. However, I assess if these negative behaviors can be attenuated by developing congruent landing pages. As the literature has largely focused on the negative aspects of native advertising (Saenger & Song, 2019), this research provides timely and unique insight into how managers can better develop their native advertising campaigns.The second essay of my dissertation focuses on how different sources of congruity affect native advertising effectiveness. While the concept of congruity has a long history in advertising research, native advertising is a particularly interesting context to study congruity. Because native ads are already designed to look congruent with the publisher's content, it is important to explore how other forms of congruity affect advertising effectiveness. Using data from an iconic retailer's native advertising campaigns, I test how these different sources of congruity affect objective measures of native advertising effectiveness. More specifically, I measure congruity between the publishing domain and the brand (i.e., contextual congruity), as well as congruity between the audience and the brand (i.e., targeting variables such as gender and interest category). Consistent with the banner advertising literature, the results suggest that incongruity can be beneficial for ads delivered in traditional advertising space. However, I find that for fully embedded native ads, presenting ads alongside similar editorial content improves click-through rates. Furthermore, I find that targeting can enhance the effectiveness of contextually congruent advertisements not only from a click-based perspective but enhances post-click engagement as well.
Native Advertising Blending In To Stand Out
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Author : Mayfair Digital Agency
language : en
Publisher: Mayfair Digital Agency
Release Date : 2023-07-15
Native Advertising Blending In To Stand Out written by Mayfair Digital Agency and has been published by Mayfair Digital Agency this book supported file pdf, txt, epub, kindle and other format this book has been release on 2023-07-15 with Business & Economics categories.
"Native Advertising: Blending in to Stand Out" delves into the dynamic world of modern advertising, where seamless integration is the key to capturing audience attention. This insightful book explores how successful brands artfully combine their promotional messages with the surrounding content to engage consumers without disrupting their online experience. It emphasizes the importance of authenticity and relevance in crafting native ads that resonate with target audiences. By analyzing real-world case studies, the book provides practical strategies for marketers to create compelling native campaigns that not only stand out amidst the digital clutter but also build trust and lasting connections with customers. For anyone seeking to master the art of native advertising, this book is an indispensable guide.
Black Ops Advertising
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Author : Mara Einstein
language : en
Publisher: OR Books
Release Date : 2016-09-01
Black Ops Advertising written by Mara Einstein and has been published by OR Books this book supported file pdf, txt, epub, kindle and other format this book has been release on 2016-09-01 with Business & Economics categories.
From Facebook to Talking Points Memo to the New York Times, often what looks like fact-based journalism is not. It’s advertising. Not only are ads indistinguishable from reporting, the Internet we rely on for news, opinions and even impartial sales content is now the ultimate corporate tool. Reader beware: content without a corporate sponsor lurking behind it is rare indeed. Black Ops Advertising dissects this rapid rise of “sponsored content,” a strategy whereby advertisers have become publishers and publishers create advertising—all under the guise of unbiased information. Covert selling, mostly in the form of native advertising and content marketing, has so blurred the lines between editorial content and marketing message that it is next to impossible to tell real news from paid endorsements. In the 21st century, instead of telling us to buy, buy, BUY, marketers “engage” with us so that we share, share, SHARE—the ultimate subtle sell. Why should this concern us? Because personal data, personal relationships, and our very identities are being repackaged in pursuit of corporate profits. Because tracking and manipulation of data make “likes” and tweets and followers the currency of importance, rather than scientific achievement or artistic talent or information the electorate needs to fully function in a democracy. And because we are being manipulated to spend time with technology, to interact with “friends,” to always be on, even when it is to our physical and mental detriment.