Programmatic Advertising
Offered By: University of Colorado Boulder via Coursera
Course Description
Overview
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.
Taught by
Chris J. Vargo and Harsha Gangadharbatla
Tags
Related Courses
Entrepreneurship 102: ¿Qué puedes hacer por tu cliente?Massachusetts Institute of Technology via edX 创业102: 你能为客户做什么?
Massachusetts Institute of Technology via edX Search and Display Advertising
University of Colorado Boulder via Coursera Design a Client Welcome Kit using Canva
Coursera Project Network via Coursera Create an Engaging Marketing Pitch using Google Slides
Coursera Project Network via Coursera