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.
Este curso forma parte de Programa Especializado - Digital Advertising Strategy
ofrecido por
Programa Especializado - Digital Advertising StrategyUniversidad de Colorado en BoulderAcerca de este Curso
ofrecido por
Universidad de Colorado en Boulder
CU-Boulder is a dynamic community of scholars and learners on one of the most spectacular college campuses in the country. As one of 34 U.S. public institutions in the prestigious Association of American Universities (AAU), we have a proud tradition of academic excellence, with five Nobel laureates and more than 50 members of prestigious academic academies.
Programa - Qué aprenderás en este curso
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.
Acerca de Programa especializado: Digital Advertising Strategy
This specialization takes a critical look at digital advertising tactics for small business. Students will learn how to generate and launch ad campaigns on small budgets with limited-to-no design skills. These courses include: 1) search (Google Ads), 2) social media (Facebook, Instagram and Twitter) and 3) native advertising (Taboola). Students who complete our search course will also gain a résumé credential through the official Google Ads Search Certification and a certification through programmatic advertising leader, The Trade Desk.
Preguntas Frecuentes
¿Cuándo podré acceder a las lecciones y tareas?
El acceso a las clases y las asignaciones depende del tipo de inscripción que tengas. Si tomas un curso en modo de oyente, verás la mayoría de los materiales del curso en forma gratuita. Para acceder a asignaciones calificadas y obtener un certificado, deberás comprar la experiencia de Certificado, ya sea durante o después de participar como oyente. Si no ves la opción de oyente:
- es posible que el curso no ofrezca la opción de participar como oyente. En cambio, puedes intentar con una Prueba gratis o postularte para recibir ayuda económica.
- Es posible que el curso ofrezca la opción 'Curso completo, sin certificado'. Esta opción te permite ver todos los materiales del curso, enviar las evaluaciones requeridas y obtener una calificación final. También significa que no podrás comprar una experiencia de Certificado.
¿Qué recibiré si me suscribo a este Programa especializado?
Cuando te inscribes en un curso, obtienes acceso a todos los cursos que forman parte del Programa especializado y te darán un Certificado cuando completes el trabajo. Se añadirá tu Certificado electrónico a la página Logros. Desde allí, puedes imprimir tu Certificado o añadirlo a tu perfil de LinkedIn. Si solo quieres leer y visualizar el contenido del curso, puedes auditar el curso sin costo.
Is financial aid available?
Sí, Coursera ofrece ayuda económica a los estudiantes que no pueden pagar la tarifa. Solicítala haciendo clic en el enlace de Ayuda económica que está debajo del botón “Inscribirse” a la izquierda. Se te pedirá que completes una solicitud. Recibirás una notificación en caso de que se apruebe. Deberás completar este paso para cada uno de los cursos que forman parte del Programa especializado, incluido el proyecto final. Obtén más información.
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