The Native Advertising Advantage: Build Authentic Content that Revolutionizes Digital Marketing and Drives Revenue Growth
The Native Advertising Advantage: Build Authentic Content that Revolutionizes Digital Marketing and Drives Revenue Growth
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Summary
An ad tech exec at Hearst reveals the next generation of marketing—and provides the insight and know-how for leveraging it
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The Native Advertising Advantage: Build Authentic Content that Revolutionizes Digital Marketing and Drives Revenue Growth by Mike Smith
An ad tech exec at Hearst reveals the next generation of marketing—and provides the insight you need to use it to beat the competition The Native Advertising Advantage reveals why native content is an effective tool in any company’s digital marketing strategy—and how to use it to build new revenue streams. The book explains how native ads are blending in with their surrounding content to blur the traditional “church/state” divide of editorial vs. advertising.The author 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 Rationales and hands-on techniques come directly from interviews with top marketing people at a broad cross-section of companies, including GE, Intel, HP, and ConAgra Foods. These leaders reveal how native advertising fits into their marketing mix and ad budget—and how it’s paying off.
Mike Smith is Senior Vice-President of Revenue Platforms and Operations for Hearst Magazines Digital Media and Senior Vice-President of Advertising Platforms for Hearst's Core Audience. He is responsible for digital media revenue platforms, including the company’s programmatic sales engineering efforts through the Hearst Exchange, which is the company’s auction system for selling advertising on its hundreds of websites. His previous book Targeted was named one of the “Top 6 Business Books to Read” by Inc.com and won the Axiom Gold Metal Award for best advertising/marketing book for 2015.
| SKU | Unavailable |
| ISBN 13 | 9781259835681 |
| ISBN 10 | 1259835685 |
| Title | The Native Advertising Advantage: Build Authentic Content that Revolutionizes Digital Marketing and Drives Revenue Growth |
| Author | Mike Smith |
| Condition | Unavailable |
| Binding Type | Hardback |
| Publisher | McGraw-Hill Education |
| Year published | 2017-06-16 |
| Number of pages | 224 |
| Cover note | Book picture is for illustrative purposes only, actual binding, cover or edition may vary. |
| Note | Unavailable |