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Fundamentals of Digital Media Outline


Introduction and Course Preview

  • How to Get the Most Out of Your Training
  • Preparing for the IAB Digital Media Sales Certification Exam
  • The Training Journey
  • The Customer’s Journey
  • Complexity in Digital Marketing
  • Metaphor for Success in Digital Media


History of Digital Advertising

  • History of Modern Advertising
  • The Rise Digital Advertising
  • Evolution Digital Creative
  • Ad Standards and Banner Tribulations
  • The Omni-Channel View of Media Platforms
  • Connected, Cross-Screen Consumers
  • Time Spent with Devices, with Video
  • Video Sharing
  • Number of Connected Devices
  • Future of Advertising


Advertising Media Value Chain and How Digital Changes Advertising

  • Media Value Chain
  • Publisher Organization and Functions
  • Agency Organization
  • Digital vs. Traditional
  • How Advertising Works
  • How Digital Changes Advertising
  • Purchase Funnel or Marketing “Filter”
  • Buying/Selling Process
  • The RFP - Request for Proposal
  • Automated Media Buying and Selling


Digital Advertising Ecosystem and The Journey to Purchase

  • Digital Advertising Ecosystem
  • Key Components Within the Digital Ecosystem
    • Web Sites, Ad Networks, Mobile Sites and Apps
    • Social Networks, Native Ads, Content Marketing
    • Video, Search (SEO, SEM), Email Marketing
    • Programmatic Media
  • Digital Platforms
  • Benefits of Digital Platforms
  • Traditional Marketing Models
  • Fit the Media Platform to the Purchase Funnel
  • Campaign Goals and Measurement
  • The Customer Journey to Purchase
  • Mapping the Journey to Purchase


Website and Audience Metrics and Media Research

  • Website and Audience Metrics
    • Page Views, Visits or Sessions, Unique Visitors
    • Mobile Audience Metrics, Cross-Device Audience Measurement
    • Audience Counting Guidelines
    • Cookies and Considerations for Their Use in Counting Audiences
    • Industry Initiatives for Collecting Audience Data
    • Audience Composition and Segmentation
    • Cookies Defined, Cookie Types, Issues Counting UV, Cookies and Tracking
    • Audience Composition, Audience Segmentation
  • Media Research
    • Research Types
    • Collection and Analysis
    • Primary and Secondary Research
    • Measuring Ad Effectiveness
    • Media Research Companies


Considerations for Digital Media Buying and Selling

  • Buying and Selling Opportunities
  • The Ad Impression or Digital Media‚Äôs Currency
  • Ad Impression Pricing and Campaign Considerations
  • Optimization and Analytics
  • Ad Metrics and Metrics by Platform
  • Paid - Owned - Earned Media
  • The Media Buying and Selling Reality Check
  • Campaign Objectives: Branding vs. Direct Response
  • Advertisers’ Challenges and Opportunities
  • Compliance Standards (Pharma, Alcohol, Children), Digital Privacy and Regulations
  • Ad Fraud and Ad Blocking
  • Audience Extension
  • Ad Verification


Trends and Forecasts

  • Key Industry Trends
  • Quarterly Digital Ad Revenue Growth
  • Digital Ad Format Trends
  • Forecast of US Advertising Revenues, by Format, Device
  • Time Spent with Major Media


Wrap-Up and Resources

  • A Look into the Future
  • Academy of Digital Media Resources