About the course
Overview
Globally, a seismic shift continues in the way in which audiences consume media, advertising is traded, channels converge and targeting evolves. Across the Middle East & Africa, digital advertising is becoming a key part of the communications mix for brands. Today's marketer needs to be ready to understand the new digital advertising landscape.
This one-day introductory course (run in partnership with Egypt Web Academy) offers a comprehensive look at digital media, specifically focusing on online display advertising using local (country-specific) portals, publishers, search engines, mobile advertising opportunities & social media advertising. It will give delegates, based in Egypt, the broadest 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
An introduction to Online Advertising in Egypt & MENA:
- How digital media differs from other traditional media opportunities
- Audience behaviour online: Penetration rates in Egypt, consumer trends, challenges faced by brands
- Online ad spend: who are big online advertisers in Egypt?
- Advertising opportunities, ad formats and placements in the market
- Key considerations to take into account when briefing and developing ad creative
- How to overcome the key challenges of online advertising and maximize ROI?
Display advertising: How to deliver an effective campaign:
- Understanding the role of online media in the decision-making process
- Direct response versus brand advertising
- How to use media planning tools: comScore, Hitwise, and AdRelevance
- Overview of free competitive tools: Compete.com and Quantcast
- Creative and targeting strategy, including what to consider
- Media buying options, local rates in Egypt and the art of negotiation
- The importance of integration with other digital & traditional channels
- The Media Plan - how to review and evaluate a good versus bad media plan
Delivery, measurement and analysis:
- Key third party ad-serving solutions in Egypt & MENA
- Tagging: The importance of tracking online advertising campaigns
- Key online advertising metrics and KPIs by objective
- The importance of post-click versus post-impression
Who should attend?
Anyone responsible for developing advertising & marketing campaigns in Egypt and MENA that encompasses online advertising as part of the mix. For example, Brand Managers, Marketing and Campaign Managers, Account Handlers, Media Planners. Some online experience would be beneficial, although not necessary to attend the course.
How will I benefit?
You'll take away a broad understanding of the role of online advertising in Egypt & the MENA region, as well as the current trends that influence this, such as media fragmentation, audience shifts in channel consumption and social media. By the end of the day, you'll be confident in understanding all aspects of online advertising campaigns, including formats & sizes, media opportunities, targeting and trading models, measurements & KPIs for digital advertising.
What will I learn?
This workshop is divided into three key areas:
1. 'The Landscape'
2. 'How to deliver an effective display advertising campaign'
3. 'Delivery, measurement and analysis'
After attending the course, you'll understand the trends in online advertising media planning and buying, know the scope and tools available in the region and the different trading models used, including CPM, CPC and CPA.
Inquiries
+44 (0)207 269 1470 (UK)
+2-011-1140800 (Egypt - training delivery partners Egypt Web Academy)
