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Digital Marketing & Advertising Masterclass
Digital Advertising & Marketing 101
Introduction & Welcome to The Course (3:33)
Introduction Part 1 - The IAB, Banner Ads, Video Ads and Rich Media (11:28)
Introduction Part 2 - Custom, Skins, Social Media, Audio Ads, and Search (8:53)
The Digital Advertising Ecosystem
Digital Ecosystem Part 1 - Publisher Direct, Exchanges, Networks, DSPs & ATDs (11:43)
How DSPs, SSPs, Exchanges, Networks, and Publishers all work together (7:21)
Digital Masterclass Assignment #1
Buying the Ads
Buying Digital Ads - How to buy digital ads, price ranges, process, and more (12:26)
Ad Targeting
Ad Targeting - Contextual, Behavioral, Demographic, Geographic, and more (7:58)
Ad Serving
What is an ad server? Doubleclick, DFP, DFA, third party ad servers, etc. (3:11)
Illustration of how ad servers work (3:28)
Reporting
Digital Advertising Reporting Overview - Impressions, Clicks, CTR, CPC, & more (3:12)
Digital 101 Review
Digital Advertising & Marketing 101 Review (4:26)
Digital Advertising & Marketing 201
Welcome to Digital Advertising & Marketing 201 (3:15)
Programmatic Advertising - Real Time Bidding and the automated buying process
Programmatic Advertising Explained - Intermediate Digital Marketing Skillset (7:56)
RTB (Real Time Bidding) Explained - Intermediate Digital Marketing Skillset (3:23)
Waterfalls & Header Bidding - What they are & how they are changing advertising
Traditional Waterfalls - Advance Level Digital Marketing Skillset (9:09)
Header Bidding - How publishers increase revenue from their ad inventory (4:35)
Header Bidding in Mobile - Advance Level Digital Marketing Skillset - Publishers (5:33)
Mobile - SDKs & Trends: Mobile Marketing is big business. Learn how it works
SDKs (Standard Development Kit) - Mobile marketing must-haves (6:46)
Mobile Trends - Understand the grow of mobile in digital marketing efforts (10:17)
Verification & Viewability
Ad Verification - MOAT/IAS/Double Verify and other ad-tech platforms (7:11)
Bots & Fraud - Identify and prevent fraud in digital marketing and advertising (11:18)
Ad Viewability - How to identify when a real human sees your ad (5:01)
Ads.txt - A new way to Identify and Prevent Fraud (4:07)
Data Collection & Use
Types of Data Advertisers Collect - Google/Amazon/Facebook & others (4:57)
Laws & Privacy Concerns Around Data (6:45)
Data Management Platforms & How Advertisers Use Them (5:09)
The Future
Google's EBDA & Amazon's TAM - The future of digital advertising & marketing (9:50)
Digital 201 Review
Digital 201 Review (1:17)
Digital Advertising & Marketing 301
Welcome to Digital Advertising & Marketing 301 (1:25)
Location Targeting - IP, Wifi, Cell Tower, GPS and how to detect fraudulent data
Location Targeting Part 1 - How it works, IP, Wifi, & Cell Tower Targeting (7:54)
Location Targeting Part 2 - GPS Targeting, + How to Find Lat/Longs on Google (6:07)
Location Targeting Part 3 - Location Tech Companies & Fraud Detection/Prevention (6:08)
Beacons - Beacon Target in Digital Marketing, Super Targeted Location Data
Beacons - Beacon Target in Digital Marketing, Super Targeted Location Data (4:52)
Retargeting - Retargeting in Digital Marketing & Live Examples
Retargeting - How Advertisers run Digital Retargeting Advertising Campaigns (6:22)
Bid Requests & CPM Breakdown
Bid Request/Bid Response - The RTB buying process explained (10:31)
Cost Break Down - How is a Final CPM Calculated (8:06)
Research - Publisher, Competitor Spend, Trends, and Social Media Listening
Research: Introduction & Publisher Research, Comscore, Quantcast, Kantar & more (14:01)
Research: Competitor & Spend information, find where competitors are spending (10:07)
Research: Trends, eMarketer, Google Keywords, AdWeek/AdAge/Digiday (13:55)
Platform Demos: Running Facebook Ads, DSP Use, SSP Use & more
Setting a Facebook Brand Page to use for Facebook Ad Campaign (7:01)
Social Media Marketing: Creating a paid Facebook Advertising Campaign (20:33)
DSP Demo Part 1 - Setting up a campaign in a Demand Side Platform (20:09)
DSP Demo Part 2 - Uploading Creative & Custom Audiences (6:42)
SSP Demo Part 1 - How to work with an SSP and Getting Setup (10:19)
SSP Demo Part 2 - Setting up a Mediation Group in Google's AdMob (5:19)
Mobile Banner Ad Best Practices - A Quick Guide from AdMob (2:38)
Contract Negotiations - Who's Involved in the Process and T&Cs
Contract Negotiations - How to Review and Execute a digital media IO (14:20)
AdBlocking - This history of AdBlocking, Trends, and Industry Response
AdBlocking - This history of AdBlocking, Trends, and Industry Response (14:50)
Social Listening
Social Listening Part 1 - How to find out what people say about your brand (16:06)
Social Listening Part 2 - Post-Campaign Results & Social Media War Rooms (6:18)
Interviews with Industry Experts
Interview Setup - What to expect from our industry experts (1:16)
Kat Earls - Industry Insights Lead at Google / Former Head of Strategy JWT-SF (35:57)
Introduction to Programmatic Advertising
Welcome to Programmatic Advertising - Digital Marketing in Today's World (0:59)
High level, what is programmatic advertising and what are the advantages? (4:23)
Digital Marketing Introduction - Programmatic Advertising
Digital Marketing Introduction - Qualifying Media and Ad Standards (4:36)
How it Works - A walkthrough of the programmatic process (5:01)
The Programmatic Process In Action - Walking Through the Process (4:49)
Data Enhanced Ad Buys - Using DMPs to Make More Informed Buying Decisions (3:30)
Programmatic vs. RTB - Defining RTB and Programmatic
Programmatic vs. RTB - They are not one in the same, so what are they? (4:18)
Reporting - Go beyond Impressions and Clicks and Discover Response, Win, & Fill (4:08)
Setting Pricing in a Programmatic Environment (6:52)
Auctions - Waterfalls, Header Bidding, and all about Programmatic Auctions
Auctions - An Introduction to First & Second Price Auctions in Digital Marketing (3:31)
Review Header Bidding & Waterfalls (0:27)
Programmatic Advertising Review
Programmatic Advertising Glossary
Programmatic Advertising Helpful Link
Programmatic Advertising Review (1:21)
How to Sell Digital Ads - Introduction
Introduction: What we’re going to cover in this course (1:13)
Media Trends: Review changing consumer and ad spending trends and how some major
Media Trends: Review changing consumer and ad spending trends and how some major (4:33)
Defining Digital Media - Review each media type and their Pros and Cons
Define Digital Media Part I: Social & Display (10:41)
Define Digital Media Part II: Video, Search, and OTT (7:33)
Awareness vs. Direct Response: How to identify the type of campaign your client
Awareness vs. Direct Response: How to identify the type of campaign your client (4:40)
Targeting Options: How can we find our audience in a digital setting
Targeting Options: Behavioral, Contextual, Demographic, and Location (6:40)
Data Platforms: Companies that collect and sell targeting data
Data Platforms: Companies that collect and sell targeting data (4:49)
KPIs & Success Metrics: How should we define success for each campaign
KPIs & Success Metrics: How should we define success for each campaign (9:06)
Pick which KPIs would be best for each situation
Pricing Models: How to buy and sell digital ads
Pricing Models: How to buy and sell digital ads (6:53)
Benchmarks & Building a Proposal
Performance Benchmarks: Review benchmarks for different ad types (4:13)
Building a Proposal: Use known information to build a digital proposal (6:36)
Download Media Plan
Finding Clients: Who can benefit from digital advertising
Finding Clients: Who can benefit from digital advertising (8:52)
Client Conversations
Starting a Conversation: Three questions that you can use to build a plan (3:55)
Test your skills to see what you can learn from asking these three questions.
Common Client Q&As: What to expect, and how to answer client concerns (15:23)
Expanding Your Reach: Get those first clients to increase reach and spend
Expanding Your Reach: Get those first clients to increase reach and spend (7:11)
Going Pro: Finding White Labeled Reseller Solutions (4:08)
Finding a Digital Product Solution
Self-Serve Platforms: Start executing campaigns with self-serve platforms (14:56)
Thank You and Congratulations!
Thank You & Course Review (1:43)
Buying Digital Ads - How to buy digital ads, price ranges, process, and more
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