Digital Marketing Workshop Description: "Marketing is changing. Traditional approaches that have worked for decades, or even centuries, are being swept away. In their place are a confusing mix of new, digital methods of building your brand, reaching out to customers and adding value”. This workshop is designed to cut through the clutter and hype of digital marketing and provide a clear overview of this brave new world. Over two, highly interactive and practical days, the workshop will give you a solid grounding in the main Digital Marketing approaches including: Search Engine Marketing, Social Media, Email Marketing, Affiliate Marketing and how to use Analytics to increase the number of Conversions on Firm’s/ Organization’s website to whom you were working for. You will discover how to harness the incredible power of digital technologies in order to grow your business and to get your message across. Designed for those with little or no experience, this course will also be of value to those who have already started and who are looking for tips and suggestions on how to improve their Digital Marketing Personally as well as professionally.

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Understanding
Online Display Advertising

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Topics Covered
1) How online advertising really works
2) Learning about the different display ad formats
3) How the technology of Display Advertising works
4) The future of advertising online

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4. Display Advertising Terminology
• Advertiser = The business
that placed this ad (e.g.
SAP)
• Publisher = Forbes.com
• Media Agency = works for
the advertiser in designing
the ad (creative), then
buying ad placements
(media buying), and
determines ad budget
(media spend)
• Inventory = how many
impressions of the ad are
available through a specific
publisher

5. Types of Display Ads
Ad Formats
• banner ads / image ads / flat ads - simple images (PNG, JPG)
• Rich media ads - Flash-based or Dynamic HTML-based. Ads can have forms
for lead capture, polling, social sharing, etc.

6. Ad Sizes
There are many standard sizes defined by the Interactive Advertising
Bureau (IAB):
• leaderboard (728x90) = 728 pixels wide, 90 pixels high
• medium rectangle (300x250)
most available inventory across ad sizes
• Other common sizes
• 300x600
• 160x600
• 180x150
• mobile ad sizes (iPhones, Androids, iPads)
• 468x50
• 300x50
• 320x50

7. Ad Sizes

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This Complex Sophisticated Technology
Leads to
Two things

15. Targeting and Retargeting
Your Website Ad Network
Organic
Search
Email Social PPC &
Display
Visitors get tracked
for retargeting (cookie’d)
Tracking works beyond your website across
the web
Retargeted Ads
Example:
• 10,000 website visitors
• 20 impressions / visitor / month
• Total of 200,000 retargeted
impressions per 30 day period

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 Choice: Ad views will be voluntary.
 Control: Users will participate in the ecosystem if we provide
enough value and control.
 Connected: Ads will help people live their lives on the go.
 Calibration: All ads will be measured. Clicks will be only one type
of measurement.
Future of Online Advertising

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