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E-course: Native Advertising Primer for Sellers and Marketers

August 5th, 12th and 19th 1:00pm - 2:00pm

Did you know that 75% of online publishers offer native advertising to their clients? Or that the category is projected to grow by $700 million each year for the next four years (source: eMarketer)? Don’t get left behind in the native sweep of digital advertising.

Whether you know little about native or are looking to sharpen your expertise in marketing content, this webinar series will take a deep dive into achieving targeted results. Based on the framework of the IAB Native Advertising Playbook, instructor Rob Peterson of BarnRaisers will guide you through three presentations:   

  • The Content Marketing Ecosystem
  • 12 Myths & Realties of Native
  • 10 Native Case Studies that will prove ROI for brands and reveal the how and why

This IAB e-course is comprised of three, 1-hour sessions given over the course of three weeks. Each webinar is 45 minutes with 15 minutes for Q&A.  For further information regarding native advertising, visit the IAB website at www.iab.net/nativeadvertising.


Webinar #1
Role of Native Advertising in the Content Marketing Ecosystem
Tuesday, August 5 – 1 -2pm EST

An ecosystem is defined as living organisms interacting with their environment.  It’s a cycle and a chain where even small disturbances in the ecosystem have larger consequences. That’s why, when considering, buying or selling Native Advertising, it’s important that it is aligned within the Content Marketing Ecosystem, where 28% of B2C and 30% of B2B marketing budgets are now allocated and where over 55% plan to increase spending this year. In this webinar, you’ll learn how content marketing works across all three channels – paid, owned and earned. And the transparency, consumer disclosure and fair use required for Native Advertising to thrive in this ecosystem.

Webinar #2
12 Myths vs. Reality about Native Advertising
Tuesday, August 12 – 1-2pm EST

Is Native Advertising really “native or not”? Is it an aspiration form that increases brand engagement through participation or is it the modern term for the practice of placing ads within editorial – comparable to advertorials and ezines in the past. Join Susan Borst, Director, Industry Initiatives at the IAB and a lead on the IAB Native Advertising Task Force and Rob Petersen, MBA Faculty in Digital Marketing at Rutgers CMD as the tackle the big issues in a point-counterpoint debate. Susan and Rob get to the heart of the matter as they explore the six types of Native Ads using real examples compared against the IAB evaluation framework. It’s guaranteed to be a spirited debate you won’t want to miss.

Webinar #3
10 case studies prove the ROI of Native Advertising
Tuesday, August 19 – 1-2pm EST

U.S. native-ad spending on social sites is expected to hit $2.36 billion, or 39% of total U.S. paid social ad spend this year, according to a report from market research company BIA/Kelsey. The report forecasts that social native ad spend will grow 93% to $4.57 billion by 2017. Native advertising is predicted to transform marketing but, for the brands that purchase it, do Native Ads “show me the money.” In this final webinar of our Native Advertising series, we review 10 case studies that prove the ROI of Native Advertising to show not only what is working by how and why. Also, we’ll explore how it works differently than other forms of paid ads, like display and banner advertising in delivering ROI for brands – B2C and B2B.

 *This seminar qualifies for 3 continuing education credits toward IAB recertification for the Digital Media Sales Certification. For more info, visit www.iab.net/certification/sales/recertification.

1:00 – 2:00pm EST – August 5, 12, and 19, 2014
$99 IAB Members; $149 Non-members; and $79 IAB Certification holders
(This is an e-course; Webinars may only be purchased as a series, not as individual courses.)





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