Digital Advertising and Marketing 101: The Complete Guide
Are you ready to learn about the world of Digital Marketing & Digital Advertising? Are you ready to learn about the hundreds of companies outside of Google and Facebook which control ads you see on your computer, phones, and tablets? Are you ready to understand the terms, pricing models, ad units, and everything else you need to succeed in the digital advertising space? Then you’re at the right place!
I have 15+ years experience in the digital marketing industry, ranging from small businesses in upstate NY, to major advertisers, out of NYC based ad agencies, and on the mobile and tech side of the business, splitting my time between New York and Silicon Valley. The advertisers I work with are both national and international brands ranging from entertainment, fashion, liquor, government agencies and more.
To successfully create and manage digital advertising campaigns on that scale you need to understand not just the basic advertising principles you learn in school, but fully understand the ever changing digital advertising ecosystem.This course will teach you everything you need to know to get a job in advertising and marketing, run a successful campaign, grow your current business or find new ways to increase your personal value at your current job.
Overview: This course is designed as an introduction to the world of digital and online advertising. In it we'll cover all the different types of digital ad unit, advertising partners, process, buying and more. It is perfect for anyone who is interested in advertising their business online, looking for a job in digital media planning, wondering how major brands decide to place an ad online, a student focusing on marketing and advertising, or those who are generally interested in how the ads you see online are created and served to you.
Course Subjects:
- Intro: What is digital advertising and marketing?
- Display/Banner Ads
- Video Ads & Pre-Roll
- Social Media
- Audio
- Rich Media & Takeovers
- The IAB, and more
- The Digital Ecosystem: What are the different types of digital advertising vendors?
- Publishers, exchange, network, DSP, etc
- Buying the Ads: What are the different types of buying models and the advantages of each?
- Ad Targeting: How does targeting work and how is the data collected? Why does one person get an ad and not another?
- Cookie data
- PII
- Registration Data
- IP address
- DMPs
- Ad Serving: How is the ad actually served to a user? (Ad servers, their purpose and how they function)
- Reporting: What do advertisers look for and what do they measure? (Setting KPIs and pulling/formatting reports)
Why you should enroll:
The skills you will learn in this course can be applied in any country and to any company. The digital advertising space is a global industry and professionals in the space need to have a global mindset to succeed.
Cost and engagement rates may vary from country to country, but the basic skills and underlying trends carry across all regions, so no matter where you’re from or where you work, this course can help you.
