Essentials of Digital Advertising Level II

Transcription

1 Essentials of Digital Advertising Level II Course Type Duration CEUs In Person Seminar One Day (9:00-5:00) 7 Credits Seminar Overview Level II of Essentials of Digital Advertising furthers the journey to understanding the what, how and why digital advertising is valued and transacted. This course is an absolute requirement to deepen your understanding of digital advertising assets, ad delivery data and technology, and understanding audience targeting and relating campaign objectives to metrics and measurement. This curriculum illustrates how ad delivery and programmatic media works, how audience data is used to ensure the right ad is served to the right person with the right message and shows best practices for aligning metrics and other considerations for measuring the impact of digital ads in a cross-screen world. The Essentials of Advertising Level I and Level II courses provide media and marketing professionals with the essential knowledge needed to ensure a complete and deep perspective of digital advertising. This course series will provide the knowledge and perspectives marketers must have to build in-house media operations and be more proactive with their external media agencies and partners. These courses will strengthen the core knowledge media professionals must have to broadly understand the mechanisms and options of digital advertising. The curriculum will help agencies and publishers create and validate their media strategies to meet their clients brand media objectives. Students taking Level II will be able to: Identify the latest standards for display, mobile, video, and native ad formats Properly explain the functions of ad serving, the role of ad servers Detail how ads are served and why/where discrepancies occur in counting impressions

2 Define criteria for counting ad impressions and viewable ad impressions Define the ad tech stack and differentiate between SSP, DSP, and DMP functions Understand the benefits of programmatic media Convey how data is collected and used in ad targeting Identify 5 major targeting categories, and the advantages and considerations for each Describe different types of audience targeting and how advertisers need to approach audience segmentation and retargeting Explain the differences between geo-aware and geo-fencing as part of the mobile targeting Define all the key measurement terms Differentiate the performance metrics and how to apply them based on campaign objectives Prepare a perspective on how click-through rates should be used The Essentials of Digital Advertising Level I and Level II courses provide marketing and media professionals with the essential knowledge and perspectives needed to ensure a complete and deep perspective of digital advertising and understand the mechanisms and options to value and transact digital media. This course series will help marketers build in-house media operations, be more proactive with their external media agencies and partners and the curriculum will help agencies and publishers create and validate their media strategies to meet their clients brand media objectives. Seminar Outline Introduction How to Get the Most Out of Your Training How Advertising Works in the Digital World Ad Units and Formats Ad Units and Formats Overview New IAB Ad Portfolio IAB LEAN Ads Flexible Ad Sizes Changes to the Ad Portfolio and LEAN Guidance Transition from Fixed to Flex Ads Guidance for LEAN Ad Experience Delisted IAB Ad Formats Creative Formats (Non-Rich Media and Rich Media) Rich Media Terminology Video Ad Types and Formats Mobile Ads Native Ad Formats Audio Ads Dynamic Ad Creative, Ad Versioning Finding Creative References

3 Ad Delivery and Programmatic Media Ad Serving, 1st and 3rd Party Ad Servers Dynamic Ad Delivery Ad Delivery Terminology Ad Delivery Process Discrepancies in Ad Delivery Inventory Sources Video and Audio Ad Serving (VAST, DAAST) Programmatic Media Ecosystem Open Auctions and RTB Programmatic Inventory Sources Ad Verification IAB s Terms and Conditions Ad Placement, Viewability and Ad Fraud Ad Placements Above- and Below-the-Fold Viewable Ad Impressions Viewability and Placement What Ad Impressions Get Measured for Viewability Viewability s Complexity What Causes Non-Viewable Ads Impact of Viewability on Rates, Currency Ad Fraud, Causes and Impact Ad Fraud Definitions Data and Audience Targeting Data Being Collected Data in the Advertising Ecosystem Sources of Data IAB s Data Lexicon Tools for Collecting Data Mobile Cookies and Device IDS Tools that Show Tracking and Data Targeting Overview Targeting Types/Categories Mobile and Geographic Targeting Audience Targeting Data and Audience Targeting (continued) Ad Choices Re-Targeting Trade-Offs with Targeting Privacy and Compliance Measurement Terminology and Ad Metrics Clicks, Click-throughs, CTRs, Interaction Rates Dwell Rates, & Expansion Rates Video Completion, Video Metrics and Glossary

4 Benchmark Data View-Throughs, View-Through Considerations Attribution, Models and Scenarios Mobile Measurement Performance Metrics Conversions/Conversion Rates Frequency & Share of Voice Key Performance Indicators (KPIs) Applying Metrics to Campaign Performance Ad Impressions Digital Media s Currency What Impacts Performance Campaign Performance Depends on Objectives Campaign Performance Measurement Pricing Models Perspectives on Clicks and CTRs Evaluating and Optimizing Online Advertising Media Calculations Review & Wrap-Up Transformation of the Web and Digital Marketing Staying Informed Academy of Digital Media Resources Registration Rates DMA member $479 Non-member $795 Instructor Leslie Laredo President Academy of Digital Media Leslie Laredo has been a pioneer and innovator in the digital and interactive media industry since She has been instrumental in dramatically improving the knowledge and skills of media professionals on how to sell and buy audiences and content across the digital media ecosystem, as well as enable corporate and brand marketers to incorporate digital platforms into their plans. In the last 20 years, Leslie has trained well over 100,000 professionals in multi-brand media and ad tech companies, ad agencies and brand marketing as well as consulted with junior to C-suite level professionals at a wide range of organizations, worldwide, from start-ups to Fortune 500 companies. Her training and consulting services have been used and valued by C-level executives, vice presidents, sales and account managers, media buyers and planners and corporate, brand and product marketers. She has worked with media representing local, niche, national, B2B and international audiences; with accounts spanning many industries including technology, automotive, travel, financial, pharmaceutical and healthcare and more.

5 Leslie s students complete her courses with increased confidence, sharpened skills and the knowledge and proficiency that is needed to be effective at digital media buying and selling, and how to integrate digital platforms into marketing. A hallmark of her insights for training is her work with every level and facet of the media industry buyers, sellers, managers, executives and marketers of all sizes. Understanding marketing strategies and media tactics with a 360-degree view of the process is critical for anyone to be successful in digital media and marketing and perform at the highest levels. Leslie founded The Laredo Group in 1996 and its Academy of Digital Media training division. Before that she founded the very first digital ad sales rep firm (sold to Softbank), after her roles as the Director of New Media for AT&T and Ziff-Davis. Prior to that Leslie was the top digital ad sales executive at Prodigy. She holds a Bachelor s of Science degree in Environmental Science from Cornell University, and studied internationally in Sweden. She splits her time between homes and offices in West Palm Beach, Florida and New York City. Powered by: