The digital advertising landscape is complex. There are many different types of ads, including: display, video, audio, sponsored, native, social media and search. Consumer data and the ad tech that action on that data are both ubiquitous and complicated. As a result the sheer number of options available to digital marketers is hard to comprehend and manage. This course covers the major forms of digital advertising, from basic display ads to search to cutting-edge programmatic advertising concepts. The Trade Desk, the leading programmatic advertising provider, joins us as our programmatic experts and offers an actionable roadmap on how small businesses can leverage state of the art advertising technologies to accomplish business objectives. In all, this course leaves students with an understanding of digital advertising in its various forms, and how to strategically identify digital advertising opportunities.
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Digital Advertising Strategy 专项课程科罗拉多大学波德分校课程信息
您将学到的内容有
Identify key digital advertising types in digital advertising
Understand key terms and metrics in digital advertising
Comprehend the advertising lumascape, including: advertising agencies, DSPs, DMPs, and SSPs.
Be critical of pros and cons of various digital platforms, and how to be critical of claims made by demand side platforms
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科罗拉多大学波德分校
CU-Boulder is a dynamic community of scholars and learners on one of the most spectacular college campuses in the country. As one of 34 U.S. public institutions in the prestigious Association of American Universities (AAU), we have a proud tradition of academic excellence, with five Nobel laureates and more than 50 members of prestigious academic academies.
授课大纲 - 您将从这门课程中学到什么
Introduction: Display Advertising
Display advertising, the seminal form of digital advertising, is still prominent today. The following module helps students understand the related history, current trends, concepts, terminology, metrics and benchmarks.
Search Advertising
The majority of digital advertising ad spend in the U.S. is associated with search advertising. Search ads are easy to create. They also reach consumers who often have real purchase intent. The following module helps students understand the related current trends, concepts, terminology, metrics and benchmarks.
Banner and Video Advertising
Video advertising is now ubiquitous and growing, with pre-rolls are taking the industry by storm. The following module helps students understand the related history, current trends, concepts, terminology, metrics and benchmarks.
Social Media Advertising
Social media platforms, and their gigantic revenues, are all driven by digital advertising. At the same time, social media advertising is affordable and leverages advanced data, but comes with limitations and pitfalls. The following module helps students understand the related history, current trends, concepts, terminology, metrics and benchmarks.
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来自INTRODUCTION TO THE DIGITAL ADVERTISING LANDSCAPE的热门评论
Excellent course. I was able to learn a lot. I will definitely continue with the next course.
I think being more clear on the fact that the discussions are key to finishing the course would be helpful. I had to go back through and respond to the questions. :)
Me pareció un muy buen curso, con una gran cantidad de información útil para tomar en consideración al trabajar en marketing digital. Muy recomendable.
This course has pretty good content and I believe it's an excellent introduction to digital advertising.
关于 Digital Advertising Strategy 专项课程
This specialization takes a critical look at digital advertising tactics for small business. Students will learn how to generate and launch ad campaigns on small budgets with limited-to-no design skills. These courses include: 1) search (Google Ads), 2) social media (Facebook, Instagram and Twitter) and 3) native advertising (Taboola). Students who complete our search course will also gain a résumé credential through the official Google Ads Search Certification and a certification through programmatic advertising leader, The Trade Desk.
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