University of Colorado Boulder - Native Advertising
- Offered byCoursera
Native Advertising at Coursera Overview
Duration | 7 hours |
Start from | Start Now |
Total fee | Free |
Mode of learning | Online |
Official Website | Explore Free Course  |
Credential | Certificate |
Native Advertising at Coursera Highlights
- This Course Plus the Full Specialization.
- Shareable Certificates.
- Graded Programming Assignments.
Native Advertising at Coursera Course details
- Native advertising is a niche form of advertising that leverages the design and format of news and entertainment content. Native advertising is less about selling products and more about producing useful content for consumers who are in the ?consideration? phase of the advertising purchase funnel. Often in the form of news-like stories, native advertising has been shown to persuade consumers. Native advertising is affordable, and doesn?t require graphic design to get started. For these reasons, it?s a compelling advertising technique for small businesses. This course outlines a case study where a small travel startup used native advertising to drive hotel sales. Execution strategies for a successful, no-creative native campaign are laid out, including: gathering existing news coverage, ethical content seeding, and content generation.
Native Advertising at Coursera Curriculum
Case Study
What is Native
Timeliness Impact & Proximity
Regulations
Travel Pony - The Problem
Travel Pony - Implementation
Travel Pony - Measurement
Travel Pony - Conclusions
Examples of Native Advertising
Case Studies: Plated
Case Studies: Click City
IMPORTANT: A Note About Assessments
Optional Assignment #1: Native Advertising Prospecting
Module 1
Gathering and Targeting
Google News and Ads
Google Native Clips
Site Credibility
Google Alerts & Mention
Native Targeting with Taboola
Being Critical of DMP data
Native Advertising Playbook
Optional Assignment #2: Article Pulling and Targeting
Module 2
Seeding
Ethics
Native Strategy
Working with Bloggers
Adoption and Consideration
Testing and Evaluation
Other Strategies
Positive Skewed Reviews
FTC Settlement: Free Trials and Incentivized Reviews
Optional Assignment #3: Create a Seeding Strategy
Module 3
Taboola Campaign and Content Generation
Intro to the Taboola Module
Native Ads
Taboola
Getting Started with Taboola
Optional Assignment #4: Native Advertising Creative
Module 4
Native Advertising at Coursera Admission Process
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