Native Advertising

开始时间: 08/01/2020 持续时间: Unknown

所在平台: Coursera

课程类别: 其他类别

大学或机构: CourseraNew

   

课程主页: https://www.coursera.org/learn/native-advertising

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课程详情

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.

原生广告:原生广告是一种利基广告形式,它利用新闻和娱乐内容的设计和格式。原生广告与销售产品有关,而与为广告购买渠道处于“考虑”阶段的消费者提供有用的内容有关。通常以类似新闻的故事的形式,本地广告可以说服消费者。原生广告价格低廉,并且不需要图形设计即可上手。由于这些原因,对于小型企业来说,这是一种引人注目的广告技术。本课程概述了一个案例研究,其中一家小型旅游创业公司使用原生广告来推动酒店销售。制定了成功,无创意的本地运动的执行策略,包括:收集现有新闻报道,符合道德规范的内容播发和内容生成。

课程大纲

Case Study
Gathering and Targeting
Seeding
Taboola Campaign and Content Generation

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