Who Should Attend

• In-House Marketing Team
  • VP of Marketing
  • Marketing Directors
  • Marketing Managers
  • Business Development Staff
  • Editorial Staff
  • Media Buyers
  • E-media Directors
  • Online Marketing Directors

• Agency Team
  • Account Managers
  • Media Buyers
  • Account Executives
  • VP, Director, Supervisors Creative Services
  • Creative Services Team
  • E-media Directors

All Laredo Group Courses are non-technical and designed to enable students to immediately understand and engage in interactive digital media and marketing in its many forms. They are for all who need an understanding of Internet advertising best practices, ad programs, vocabulary, how ads are delivered and measured, how to differentiate and use branding versus direct response ads, and to understand the opportunities and limitations of what can be accomplished with online advertising and how this benefits advertisers. A limited number of students is allowed in each Course, so each student can be assured of maximum interaction and learning and robust program presentation and curriculum, comprehensive manual and experienced instructors...in a setting that allows for greater interaction between instructors and students, providing more immediately relevant dialogue and information for each individual student.

Course Outline

• Introduction
  • Our changing media world & media innovation
  • An industry in transition
  • The changing relationship with the consumer
  • 21st century marketing
  • Media fragmentation and the long tail
  • Key concepts and terms
  • History of social networking
  • Social media growth
  • Typology of information and communication technology users
  • New measurement approach
  • The changing landscape – cross media consumption

• Online Advertising Trends
  • Internet activity index
  • Soaring revenues for online
  • Ad revenue breakdown
  • Trends – virtual communities
  • Trends – word of mouth or viral marketing
  • Trends – mobile
  • Trends – widgets

• What Clients Expect from Their Agencies and Media Partners
  • Advertising agency landscape
  • What clients expect
  • Agency challenges
  • New compensation arrangements
  • Digital marketing campaign components
  • New approach to account planning
  • Consumer's exposure to brand mediated by technology
  • Channel planning – follow the consumer
  • Expectations for publishers

• Consumption of Interactive Content
  • Types of content
  • Format of content
  • Delivery/distribution of content
  • Navigation & content exploration
  • “Lean forward” usage mode

• Audience Dynamics and Media Consumption
  • Audience dynamics
  • Differences between heavy, moderate and light users
  • How usage creates ad avails

• Media Delivery, Measurement and the Ad Delivery Process
  • Ad serving explained
  • Counting ad impressions (ad delivery)

• What Happens After the Click
  • Post impression activity
  • Online conversions
  • More search activity
  • Increased inbound traffic from organic/natural listings
  • Offline activity

• Clicks and Click-Throughs
  • Definition of click-throughs and click-through rates (CTRs)
  • Tracking clicks and CTRs
  • Industry CTR averages
  • What clicks measure and what they don't measure
  • Defining successful CTRs
  • Developing success formulas

• Factors Impacting Click-Through Rates (CTR)
  • Creative
  • Call-to-Action
  • Messaging/Offer
  • Targeting
  • Placement
  • Ad size
  • Frequency

• Ad Measurement: Response Versus Branding Metrics
  • Direct response vs. branding goals
  • Response measures
  • Post-awareness conversion
  • Frequency: point of diminishing returns
  • Managing campaign objectives & expectations

• Landing Pages
  • Definition
  • Landing page best practices
  • Landing page measurement

• Web Analytics and Site Metrics
  • Page views
  • Unique visitors
  • Session data
  • Sources of web analytics data
  • Social media's impact on web metrics

• Measuring Engagement
  • Publisher's engagement
  • Marketer's engagement

• Ad Units and Creative
  • History of online ad creative
  • IAB standard ad units
  • Universal ad package
  • Half-page ads
  • Text ads

• Ad Creative
  • Static and animated/looping
  • Rich media
  • HTML

• Ad Creative Examples
  • Peel ad or fold over ad
  • Interstitial, transitional or commercial break
  • Interstitial – pre-stitial – gateway
  • Overlays

• Video Ads
  • Video ad units
  • Video commercials (in-stream ads)
  • Video overlays
  • Video metrics
  • Video ad servings
  • Video impact on branding

• Targeting and Driving Relevancy
  • Content targeting
  • Dayparting
  • Geo-targeting/local targeting
  • Contextual
  • Behavioral and re-targeting

• Ad Programs and Delivery
  • Ad impression guarantees
  • Smooth delivery
  • Weighting
  • Share of voice
  • Make goods
  • Run of site
  • Conquesting and retention
  • Sequence and surround sessions

• Sponsorships
  • Sponsorships defined
  • Sponsored content
  • Sponsored functionality
  • Sponsored newsletters
  • Creating and pricing sponsorships

• Research and Measurement
  • Definitions of key measurement metrics
  • Reach
  • Frequency and effective frequency
  • Audience composition
  • Syndicated research
  • Ad effectiveness research
  • Cross-media research
  • Calculating online GRPs
  • Overview of research companies and services
  • Comparing traditional research tools to online tools

• Current Issues & Trends
  • Cookie deletion
  • Privacy

• Wrap Up and Q&A
  • IAB guidelines
  • Resources
  • Next Steps