Native Advertising

Case Study

This module starts with an overview of native advertising, how it’s done and why it works. Key concepts are introduced, including: impact, timeliness and proximity. Successful native advertisements are discussed. Then, through an in-depth case study, we walk through how a small, online travel startup successfully leveraged native advertising to drive hotel sales and how success was measured.

Gathering and Targeting

While the primary native advertising strategy we cover in this Coursera doesn’t require creative. Gathering does require credible press coverage, however. This module will provide a high level review of why press monitoring is important, and review how to use Google Alerts to set up alerts. We’ll assess press clips for a local coffee shop, assess whether the content is a good fit for native, and talk about how we’d match audiences to these clips by looking at some common native targeting parameters.

Seeding

Beyond pulling clips of positive coverage and reviews, small businesses can use seeding techniques to garner more press coverage, including product and service reviews. The following module will walk through content seeding techniques and how to implement them. Seeding ethics are discussed. An FTC case study of unethical seeding is presented and discussed.

Taboola Campaign and Content Generation

Taboola is a leader in native advertising, with a platform that has the largest market share in the industry. In this module we’ll learn how to configure, launch and evaluate basic Taboola campaigns by watching Taboola’s “Start” webinar. You’ll leave this module with a basic understanding of how Taboola works. A second Taboola webinar “Creating Content That Converts” focuses on content generation and provides tips on how small businesses can generate their own native content.