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 Gain a thorough understanding of industry terminology, technologies and interactive advertising principles and concepts. This course will cover ad delivery, measurement, pricing, research and creative; highlighting those components that impact advertising delivery, efficiency and performance. Whether you’re new or just need to improve your knowledge and skills, this is an essential course.
This comprehensive course is constantly updated to give participants an in-depth review of ad types, trends, industry standards and best practices. It highlights how all of the digital media components work together. This course reviews the essential building blocks and ensures a complete perspective of digital media opportunities, and provides a “how to” approach to getting started, following best-practices and ensuring that you have a thorough understanding that will enhance your career and benefit your clients.
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Who Should Attend, Agenda and Course Outline
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Industry Overview and Trends
- Industry highlights and key trends
- Ad spend forecasts
Digital Advertising Ecosystem
- Review components of the digital ecosystem
- Overview of ad networks and ad exchanges
- Advantages and disadvantages
- Review components of search marketing
- Differentiate organic search and PPC
Ad Units and Formats
- Review the standard and non-standard ad units and specifications
- IAB standard ad units
- Universal Ad Package
- Relationship between ad size, CPM and performance
- OPA ad units
- Text ads, pop-ups/pop-unders
- Video ads, Contextual and text ads
- Define rich media, highlight benefits
- How different ad attributes impact pricing and performance
- Rich media formats, specs, technology and measurement
- Wallpaper, skins, expand ads, fold-overs, interstitials, floating ads
- Video ads, formats and metrics
- IAB Guidelines
- Rich media vendors
Ad Delivery and Measurement
- Review dynamic ad and content delivery
- Ad serving basics
- Understand the role and functions of ad servers
- The ad serving landscape
- The ad delivery process
- Define and review: 3rd party servers
- Define key delivery concepts and best practices
- Counting ad impressions and clicks
- Discrepancies, over-delivery and make-goods
- Reading an ad server report
- Smooth delivery, weighting impressions and scheduling
- IAB’s standard T&Cs
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Ad Placements and Programs
- Impact of placement on performance
- Ad placements and programs defined
- Home page, section pages, article pages
- Above- and below-the-fold
- Sequenced ad units
- Roadblocks
- ROS and RON
- Targeting
- Define: cookies, relevancy
- Ad targeting options and technologies
- Content, geo, demo, day-part, contextual, behaviorally
- Local targeting options
- When and how to use targeting
- Sponsorships
- Advantages, options, terms
- Sponsorship examples
Media Performance
- Definitions and measures
- Clicks, click-throughs and CTRs
- Interaction rates
- View-throughs
- Conversions and CPA
- Engagement metrics for advertisers and publishers
- Evaluating performance metrics
- Post-click performance
- Landing pages best practices
- Post impression measures
- Multiple attributions and engagement mapping
Web Site Analytics and Audience Measurement
- Web site analytics
- Unique visitors
- Page views
- Visits and sessions
- Audience measurement
- Nielsen and comScore
- Server and panel methodologies
Wrap-up
- Expectations
- Review key industry associations, research, events, vendors
- Review Laredo Group resources
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Course Note: The Level I Intelligent Selling and Planning and Buying courses cover the same topics...the material that everyone working in the interactive advertising industry needs to know. As a result, the courses are taught as one course, together in the same room, so you’ll be able to hear the perspectives of those you’ll be dealing with, as well as those in similar positions from other companies.
All Laredo Group Courses are 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.
Note: All Laredo Group courses are updated
and modified frequently to reflect the rapidly evolving and changing
online advertising and media industry. All course outlines are
therefore subject to change without notice.
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