Online Advertising Primer

Online Advertising Primer

(1 day)

Ideal for

Sales teams, account management teams, business development teams, classified advertising teams, marketing departments; anyone who has, or may soon have, an online sales target to achieve.

Content of the day

• How the industry initially developed and how it's evolved
• The current view on online ads (beyond the banner and back, size matters, branding versus response, call-to-action)
• The size of the industry
• Differentiation from other advertising mediums
• Working with ad agencies (digital shops versus divisions, what attracts clients)
• The value of a targeted audience
• The "art" of selling in the online world
• Online sales tools
• Ad traffic and traffic management
• Managing ad-serving software and technology
• Analysing metrics; sorting through the measurements, what matters
• Beyond the web: opportunities with email, newsletters, etc
• Industry standardisation
• The need for good content and strong design
• Customising opportunities