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Introduction to the Digital Advertising Landscape

Approx. 14 hours to complete

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Course Summary

This course provides an overview of the digital advertising landscape and its various components, including search engine optimization, social media marketing, and programmatic advertising. Students will learn how to develop effective digital ad campaigns that can reach and engage customers across multiple channels.

Key Learning Points

Understand the basics of digital advertising and its impact on business
Learn how to develop effective ad campaigns that engage customers
Explore various digital advertising channels, including social media, search, and programmatic

Learning Outcomes

Develop effective digital ad campaigns that engage customers
Understand the different channels of digital advertising and their impact on business
Apply digital advertising strategies to improve business outcomes

Prerequisites or good to have knowledge before taking this course

Basic familiarity with digital marketing
Access to a computer and internet connection

Course Difficulty Level

Intermediate

Course Format

Online
Self-paced
Video lectures

Similar Courses

Digital Marketing
Social Media Marketing
Search Engine Optimization (SEO)

Related Education Paths

Related Books

Description

The digital advertising landscape is complex. There are many different types of ads, including: display, video, audio, sponsored, native, social media and search. Consumer data and the ad tech that action on that data are both ubiquitous and complicated. As a result the sheer number of options available to digital marketers is hard to comprehend and manage. This course covers the major forms of digital advertising, from basic display ads to search to cutting-edge programmatic advertising concepts. The Trade Desk, the leading programmatic advertising provider, joins us as our programmatic experts and offers an actionable roadmap on how small businesses can leverage state of the art advertising technologies to accomplish business objectives. In all, this course leaves students with an understanding of digital advertising in its various forms, and how to strategically identify digital advertising opportunities.

Knowledge

Identify key digital advertising types in digital advertising
Understand key terms and metrics in digital advertising
Comprehend the advertising lumascape, including: advertising agencies, DSPs, DMPs, and SSPs.
Be critical of pros and cons of various digital platforms, and how to be critical of claims made by demand side platforms

Outline

Introduction: Display Advertising
Course & Specialization Introduction
1) Digital Advertising Basics
2) How Advertising Works
3) Advertising Metrics
4) Key Terms
FCB grid
Seven things you should know about digital advertising this year
A Note About Discussions
1.1
1.2

Search Advertising
5) History of Search Advertising
6) Process of Search Advertising and Some Key Terms
7) Advantages and Disadvantages of Search Advertising
Sponsored search: an overview of the concept, history, and technology
What is search advertising and how does it work?
2.1
2.2
2.3

Banner and Video Advertising
8) Video Advertising Basics
9) Advantages and Disadvantages of Video Advertising
10) Banner Advertising and Rich Media
How video advertising will dominate the next decade
Is the static banner’s demise finally near?
What is rich media?
3.1
3.2
3.3

Social Media Advertising
11a) History of Social Media
11b) Future of Social Media
12) Social Media Basics
13) Advantages and Disadvantages of Social Media Advertising
14) Social Media Tips for Small Businesses
Social network sites: Definition, history, and scholarship
Seven simple social media moves that work
4.1
4.2
4.3

Mobile Advertising
15) Mobile Advertising Basics
16) History of Mobile Advertising
17) Advantages and Disadvantages of Mobile Advertising
Eleven companies that are doing mobile advertising right in 2019
Mobile advertising: The shift from data-driven to choice-first
The future of digital advertising: How mobile-first is turning into mobile-only
5.1
5.2
5.3

Programmatic Advertising
The Trade Desk Programmatic Advertising Certification

Summary of User Reviews

This course on digital advertising landscape has received positive reviews from users. Many users appreciate the practical and up-to-date content of the course. The course covers a wide range of topics and provides relevant examples that make it easy to apply the knowledge learned. Overall, users recommend this course to anyone interested in digital advertising.

Key Aspect Users Liked About This Course

Practical and up-to-date content

Pros from User Reviews

Covers a wide range of topics
Provides relevant examples that make it easy to apply the knowledge learned
Engaging and interactive course material
Great instructor with extensive knowledge and experience
Good balance between theory and practice

Cons from User Reviews

Some users found the course to be too basic
Lack of depth in some topics
Limited interaction with other students
No certificate of completion for free users
Some technical issues with the platform

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