Digital Display Advertising

Date: 
Thursday, 27 April, 2017
Time: 
8.45am Breakfast, 9.15am - 5pm Course
Location: 
IAB UK Events and Training Space, 14 Macklin Street, Covent Garden , London, WC2B 5NF
Cost: 
IAB Member: £499 +VAT
IAB Non-member: £575 +VAT
Advertiser: £499 +VAT
A one-day course for advertising sales professionals who require a foundation to intermediate course in digital display advertising sales.

This course will give delegates the knowledge and skills to sell digital display advertising. Delegates will be given practical guidance to understand customers needs, communicate the value of audiences, understand the principles of effective digital campaigns and measurement, and work on number of customer scenarios with expert guidance from the trainer.

The course is mainly focused on the B2C space with some reference to B2B campaigns.


1st Half of the day:

Introductions and welcome to the IAB

The evolution of the digital advertising marketplace

The principles of digital marketing 

Thinking about the consumer journey - platforms, channels, devices

Buying digital display - the rise of programmatic buying and real-time advertising

Digital advertising terminology explained

Measuring audiences - the use of analytics, research and data

Exercise - communicating the value of audiences

Lunch

2nd Half of the Day:

Digital display advertising - IAB advertising formats

Principles of adserving and audience targeting 

Campaign design:  thinking about creativity and engagement

Showcasing campaigns:  desktop, mobile, cross-platform, omni-channel case studies

Measurement and optimisation - viewability and attribution 

Exercise - devising campaigns and winning digital business

Directed learning - resources for continued self-improvement

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