Overview

An industry insider reveals the next generation of marketing-and provides the insight you need to use it to beat the competitionOne 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.

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9781543663785

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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 Medal Award for best advertising/marketing book of 2015.

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