About the course
Overview
The global online display advertising market is experiencing significant change. It is evolving from being a broadcast medium, akin to Television, to becoming a direct response medium that can deliver cost effective online conversions. Whilst Western markets have already adapted to the new ways in which online display campaigns can be bought, the Middle East and Africa is quickly following suit. If you're planning, buying and delivering digital advertising campaigns, this course is a must for you.
This one-day advanced course (run in partnership with Egypt Web Academy) offers a deep look at the latest techniques used to deliver sophisticated online advertising campaigns, specifically focusing on media buying opportunities via ad exchanges, campaign targeting using sequential and re-targeting methodologies, creative and media optimisation platforms, as well as strategic measurement. It will give delegates, based in Egypt, the latest view of digital media opportunities, challenges, buying methods and key considerations around the complexities of planning, buying and executing online campaigns in the region.
Program
The Global Online Display Advertising Landscape
- Some advanced online advertising jargon
- Key players and trends in online display advertising
- Examples of sophisticated online display advertising campaigns from around the world
How to plan and deliver sophisticated online advertising campaigns
- The latest in media buying - ad exchanges, Demand Side Platforms and data providers
- Targeting opportunities: Sequential, behavioural, contextual and re-targeting
- How to use media planning tools: comScore, Hitwise, and AdRelevance
- Creative optimisation: A review of tools such as Tumri
- The importance of integration with other digital and traditional channels
- The Media Plan - how to achieve a balanced media plan with ROI in mind
Strategic measurement and analysis
- Measuring sophisticated online display campaigns and key considerations
- Strategic metrics: Attribution modelling; "challenging the last click" rule
Who should attend?
Anyone with existing responsibility for developing online advertising campaigns in Egypt and MENA, looking to take their knowledge to the next level. For example, on the client-side: Brand Managers, Marketing Managers and Campaign Managers. From the Agency side: Media Planners and Buyers.
Experience of online advertising campaigns is a must to attend the course, or attendance of Econsultancy's Introduction to Online Advertising course.
How will I benefit?
You'll take away a deep understanding of the latest techniques used in delivering sophisticated online display advertising campaigns from around the world. By the end of the day, you'll be confident in understanding all aspects of online advertising campaigns, including Media Exchanges and Demand Side Platforms, targeting opportunities, strategic measurement and KPIs for digital advertising, such as Attribution Modeling.
What will I learn?
This workshop is divided into three key areas:
1. 'The Global Online Ad Landscape'
2. 'How to plan and execute sophisticated display advertising campaigns'
3. 'Strategic measurement and analysis'
After attending the course, you'll understand the latest techniques & trends in digital media planning and buying, know the sophisticated targeting opportunities available and how to measure and optimise campaigns using data and insights.
Inquiries
+44 (0)207 269 1470 (UK)
+2-011-1140800 (Egypt - training delivery partners Egypt Web Academy)
