Programmatic Advertising

The University of Colorado Boulder, situated against the stunning backdrop of the Rocky Mountains, is a flagship institution renowned for its academic excellence, research prowess, and vibrant campus life. CU Boulder has evolved into a hub of innovation and intellectual exploration. The university offers a diverse range of undergraduate, graduate, and professional programs across various disciplines, encouraging students to pursue their passions and make meaningful contributions to society. At CU Boulder, students engage with world-class faculty who are leaders in their fields, fostering an environment that promotes critical thinking and creativity. The campus is a melting pot of ideas and cultures, providing a rich tapestry of experiences for students. With a commitment to sustainability and a focus on cutting-edge research, the University of Colorado Boulder continues to be a beacon of higher education, preparing students to navigate the complexities of our ever-changing world.

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.