Abstract

When a negotiator of digital investments at a global advertising firm is given the task of developing an innovative media strategy for a car insurance product targeting young urban drivers, she looks to native advertising as a possible option. This case considers the genesis of native advertising, the associated costs, and the challenges to providing meaningful metrics as she weighs the pros and cons of this option for the firm's client.

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Citation

Seave, Ava. Native Advertising: Innovation or Trendy Trap? New York: CaseWorks, Summer 2014.

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