Digital Display Advertising (2 credits)
With myriad technical options to create interactive and multimedia experiences, and complex media buying systems that allow advertisers to target niches and optimise performance in near real-time, the opportunities for marketers are unprecedented. Learn not only the basics of creating, planning and buying effective display advertising, but also explore emerging platforms such as social media display, mobile, and digital outdoor. You will understand how to differentiate between ad networks and how to integrate display campaigns into your overall Internet strategy, create media plans as well as how to negotiate with publishers and reduce costs. Advanced topics will include video banners, DSPs (demand side platforms) and auction-based display buying, testing and optimisation, behavioral advertising, privacy issues, and dynamic display ads (connected to shopping databases or other external data sources).
This unit is available as a Short Online Course.
Digital Display Advertising is a unit of The Postgraduate Diploma in Digital Marketing.