| Date: 3 April 2012 Trainer: Adrian Feane Location: CIIM Building, Nicosia
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Overview
Understanding best practice in online display advertising that can help increase a company’s visibility is very important for advertisers, marketers, business owners and other decision makers in a company (driving traffic) and for media owners.
This seminar will provide participants with a comprehensive understanding of the creation, deployment and management of online display advertising.
Objectives
- To communicate the key principles,
- To establish a strategic understanding of display as a digital marketing tactic
- To appreciate its role within the digital mix,
- Appreciate the strengths and weaknesses of the tactic
- Understand the diversity of different countries / cultures when media planning
- Enable participants to execute display campaigns for the first time or to improve on existing efforts
Audience
The course is designed for those with responsibility for developing or implementing an organisation’s online marketing strategy, as well as managers with direct responsibility for the company’s marketing functions, including, marketing managers, marketing executives, small business owners, and IT managers and executives.
Content
Introduction – Definition of online Display Advertising
- The growth trends for display advertising—and what they mean
- How display works with search and offline campaigns—and makes the parts bigger than the whole
Exploring the Strengths & Weaknesses of online Display as a marketing tool
- Pros and cons of different display creative options—and why banners, rich media and video fulfill different functions
Understanding the role / place of online Display within the overall Digital Mix
- How online display ads help support brand marketing goals—and why it isn’t simple
- Examining best practice in terms of strategy & creative
Consumer behavior
- How audiences react to display ads—and how their behavior sometimes contradicts what they say
- Ad targeting, the privacy debate and related issues—and why they matter
Analysis – Knowing what to look for, what KPI’s to track
- Getting insights from Data
Pricing & Media Contacts
- How to budget, options to buy, gauging value etc
Driving Traffic & Generating Income
- Website Monetisation – How you can generate revenue from inventory on your own website.
- Become the media owner / seller. Understanding the factors that influence media buyers when placing campaigns
Faculty: Adrian Feane
Leading digital marketing strategist and lecturer. Extensive experience in the fields of display advertising and media planning / buying online. He has over 7 years’ experience in a variety of senior industry roles and has planned and executed over 1,000 digital marketing campaigns. Adrian has planned, purchased and placed more than €12 million worth of online media campaigns.
A unique insight having worked on different sides of the digital media divide with agencies, clients and media owners.
He has worked on the agency, media house, media owner and client sides of the digital divide. Furthermore he has delivered dozens of digital marketing lectures and training programmes for a diverse range of audiences (public & private sector, tourism industry, small – medium businesses, niche international exporters, heritage brands and the general marketing community).
He has a deep and thorough strategic understanding of online display advertising as a discipline. Adrian has assisted numerous clients with the execution of their media plans and worked with websites on the package / selling of their media space.
Fees and General Information
The fees for this seminar is €230 per participant.
This individual session is part of the Digital Marketing Programme (DMP).
It is possible to attend this individual seminar should places be available.
Fees include tuition, educational materials, coffee breaks and meals.
Due to CIIMs non-profit status NO VAT is charged
