Online Advertising 101

Objective

To give Offline media people a jargon-free insight into Online Advertising:
To understand where Online fits, and what its media currency is, within a rapidly changing media landscape where the old rules of marketing no longer apply
To learn about the key Search businesses that are shaping this multi-billion pound global industry and understand the fundamentals of how it works.
To examine how Online Creativity can kick start a response from the consumer

Benefits

• Improve your knowledge of the Online advertising arena
• Understand how and when Online and Search are most effective as communication vehicles
• Gain straight forward answers to your questions in an area which is rife with jargon

Content

Across the day you’ll have 3 modules:

• Digital Basics
What are the component parts of Online Advertising?
How does Online Advertising work?
What can you measure?
What are the buying models?

• Search Works
The position of major media players in the Search industry and how they operate
Decipher the key terms and talk intelligently about the fundamentals
Learn how Search fits in the media landscape

• Creativity Online
We examine the internet as a creative catalyst
Look at how Digital can accelerate a brand’s impact brand
Discuss whether online creativity is different - does it demand more powerful concepts, design and execution?

Target

The course is aimed at media people who have little to no knowledge of Online advertising and Search. It is open to both media agency and media owner sales people and is particularly relevant for media planners.
Foundation level course, typically for media people with 1-3 years experience, although more experienced executives could also find this beneficial. 

Format

This is an intensive half day programme, held from 09.30 to 13.00 at a central London location. The programme will be highly practical but also equip media people with pragmatic tools and strategies.

Facilitators

The programme will be facilitated by Microsoft Advertising Solutions and include several of their senior people from a digital, creative, and online and offline media background who have a deep understanding of the demands of the media industry.

Delegates’ comments

“Gave a good overall picture of the Digital market. I’ve been on a similar themed course before (not Media Circle) which left me over-whelmed. This was easy to follow, well presented and the interactivity on the course was very good”

“Search explained!

“I have no experience of selling Digital or how Search works so this course has given me a really helpful insight into on-line media that I will be able to use in future”

“A far, far better understanding of Search to be able to explain it and help clients – and be more in control of Search campaigns”

“I’ve come away with ideas for our website and our digital campaigns”

“Very good quality of speakers – good pace and jargon free”

“I won’t be at my on-line team’s mercy any more!”