This course is part of the Digital Advertising Strategy Specialization

4.6
stars
46 ratings

Chris J. Vargo +1 more instructor

6,814 already enrolled

Offered By

Digital Advertising Strategy SpecializationUniversity of Colorado Boulder

About this Course

3,180 recent views

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.

Flexible deadlines

Reset deadlines in accordance to your schedule.

Shareable Certificate

Earn a Certificate upon completion

100% online

Start instantly and learn at your own schedule.

Coursera Labs

Includes hands on learning projects.

Learn more about Coursera Labs

Course 4 of 4 in the

Digital Advertising Strategy Specialization

Beginner Level

Approx. 7 hours to complete

English

Could your company benefit from training employees on in-demand skills?

Try Coursera for Business

What you will learn

Execute native advertising campaigns in Taboola
How to target native ad campaigns to desired audiences
Use free tools to actively gather news coverage for native advertising
Develop content seeding strategies through incentive programs

Flexible deadlines

Reset deadlines in accordance to your schedule.

Shareable Certificate

Earn a Certificate upon completion

100% online

Start instantly and learn at your own schedule.

Coursera Labs

Includes hands on learning projects.

Learn more about Coursera Labs

Course 4 of 4 in the

Digital Advertising Strategy Specialization

Beginner Level

Approx. 7 hours to complete

English

Could your company benefit from training employees on in-demand skills?

Try Coursera for Business

Instructors

Instructor rating

4.63/5 (12 Ratings)

Chris J. Vargo

Associate Professor

College of Media, Communication and Information

55,327 Learners

7 Courses

Harsha Gangadharbatla

Associate Professor

Advertising, Public Relations and Media Design

33,741 Learners

3 Courses

Offered by

University of Colorado Boulder

See how employees at top companies are mastering in-demand skills

Learn more about Coursera for Business

Syllabus - What you will learn from this course

Week1

Week 1

2 hours to complete

Case Study

2 hours to complete

7 videos (Total 27 min), 5 readings, 1 quiz

Week2

Week 2

1 hour to complete

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.

1 hour to complete

6 videos (Total 20 min), 2 readings, 1 quiz

Week3

Week 3

2 hours to complete

Seeding

2 hours to complete

6 videos (Total 40 min), 3 readings, 1 quiz

Week4

Week 4

2 hours to complete

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.

2 hours to complete

1 video (Total 2 min), 4 readings, 2 quizzes

Reviews

4.6

9 reviews

5 stars
67.39%
4 stars
26.08%
3 stars
4.34%
1 star
2.17%

TOP REVIEWS FROM NATIVE ADVERTISING

by HOOct 5, 2020

Definitely full of valuable information. I didn't learn about Native Advertising in School! Thank you University of Colorado.

by SCFeb 9, 2021

I learned about a type of advertising that I have no idea existed and is very useful as well

by SKOct 14, 2020

course was amazing. Could have been more engaging through visual content

View all reviews

About the Digital Advertising Strategy Specialization

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.

Frequently Asked Questions

When will I have access to the lectures and assignments?
Access to lectures and assignments depends on your type of enrollment. If you take a course in audit mode, you will be able to see most course materials for free. To access graded assignments and to earn a Certificate, you will need to purchase the Certificate experience, during or after your audit. If you don't see the audit option:
The course may not offer an audit option. You can try a Free Trial instead, or apply for Financial Aid.
The course may offer 'Full Course, No Certificate' instead. This option lets you see all course materials, submit required assessments, and get a final grade. This also means that you will not be able to purchase a Certificate experience.
What will I get if I subscribe to this Specialization?
When you enroll in the course, you get access to all of the courses in the Specialization, and you earn a certificate when you complete the work. Your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile. If you only want to read and view the course content, you can audit the course for free.
Is financial aid available?
Yes. In select learning programs, you can apply for financial aid or a scholarship if you can’t afford the enrollment fee. If fin aid or scholarship is available for your learning program selection, you’ll find a link to apply on the description page.

More questions? Visit the Learner Help Center.

Build employee skills, drive business results

Discover Coursera for Business

Native Advertising

About this Course

What you will learn