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University of Colorado Boulder - Native Advertising 

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Native Advertising
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Coursera 
Overview

Duration

7 hours

Start from

Start Now

Total fee

Free

Mode of learning

Online

Official Website

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Credential

Certificate

Native Advertising
 at 
Coursera 
Highlights

  • This Course Plus the Full Specialization.
  • Shareable Certificates.
  • Graded Programming Assignments.
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Native Advertising
 at 
Coursera 
Course details

More about this course
  • 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.
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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

    Important Dates

    May 25, 2024
    Course Commencement Date

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