Display Advertising usually refers to the banners, images and text ads that appears on web sites.  This module will provide you with a comprehensive understanding of the creation deployment and management of digital display advertising including display, search, affiliate, email, mobile & social. We give you the broadest view of digital advertising opportunities and will show you how to plan an online advertising campaign using display adverts. this module will help you to include display as part of an overall marketing campaign or use display on it's own.  We explain how to design and develop a comprehensive strategy for display advertising, write your creative brief and determine the best media and sites to meet your campaign objectives.  You will also understand how to optimise your return on investment and we will show you how to correctly budget for your online advertsing spend.

Overview

Over €120m per annum is spent online in Ireland alone.  This course is for both advertisers and publishers.  We will be showing you how online banner and display advertising operates and how you can take advantage of this market for your business.  Whether you are a publisher (ie you own a web site with large volumes of traffic) or an advertiser (ie you want to understand how to advertise on third-party web sites and which ones to target), this course explains how to take advantage of this expanding market.

Objectives & Outcomes

After attending this course, you will have a clear understanding of how to develop an online banner and display advertising campaign. You will also understand how the business of online advertising operates for all interested parties.  As a publisher (ie a web site owner), you will get an understanding of how to monetise and optimise your income through your web site.

Course Topics

• Display Advertising Overview
• Summary of top advertisers
• Overview of advertising industry
• Banner types and sizes
• Advertising rates and revenues
• Cost per click
• Cost per impression
• Developing your campaigns
• Flash, multimedia& interactive advertising
• Tracking, Metrics  and Measuring
• Case studies
• Getting better results
• Maximising revenues
• Ad creative and ad copy

Who Should Attend?

The course has been designed for those who have little previous experience of online advertising and who want to get started in implementing display advertising campaigns.  The course is ideal for those with responsibility for developing or implementing an organisation’s online strategy, including senior management, marketing managers, communication specialists, webmasters and IT managers and personnel.