Digital Advertising & Marketing 101: Take The Complete Guide
4.4 (170 ratings)
Instead of using a simple lifetime average, Udemy calculates a course's star rating by considering a number of different factors such as the number of ratings, the age of ratings, and the likelihood of fraudulent ratings.
1,679 students enrolled
Wishlisted Wishlist

Please confirm that you want to add Digital Advertising & Marketing 101: Take The Complete Guide to your Wishlist.

Add to Wishlist

Digital Advertising & Marketing 101: Take The Complete Guide

Learn the complexities of online advertising & marketing and increase your professional value
4.4 (170 ratings)
Instead of using a simple lifetime average, Udemy calculates a course's star rating by considering a number of different factors such as the number of ratings, the age of ratings, and the likelihood of fraudulent ratings.
1,679 students enrolled
Created by Ben Silverstein
Last updated 7/2017
English
Current price: $10 Original price: $100 Discount: 90% off
5 hours left at this price!
30-Day Money-Back Guarantee
Includes:
  • 1.5 hours on-demand video
  • 1 Article
  • Full lifetime access
  • Access on mobile and TV
  • Certificate of Completion
What Will I Learn?
  • A complete understanding of the different types of digital ads, how they're bought, how much they costs, how they're targeting and how to go about creating your own digital advertising campaign.
  • The ability to think strategically about where and how to place ads
  • An understanding of the complex way digital advertising companies work together
View Curriculum
Requirements
  • Students don't need to know anything other than the fact that ads exist!
Description

UPDATE: Now 1,000 students in the first month! Thank you so much everyone, this is amazing! Here's to the next thousand!

For years now I've worked on a number of major advertisers, mainly out of NYC based ad agencies. These advertisers are both national and international brands ranging from entertainment, fashion, liquor, government agencies and more.

To successfully create and manage digital advertising campaigns on that scale you need to understand not just the basic advertising principles you learn in school, but fully understand the ever changing digital advertising eco-system.

This course will teach you everything you need to know to get a job in advertising, run a successful campaign, grow your current business or find new ways to increase your personal value at your current job.

As always there is a 30 Day Money Back Guarantee, so you have nothing to lose and so much to gain!

Overview: This course is designed as an introduction to the world of digital and online advertising. In it we'll cover all the different types of digital ad unit, advertising partners, process, buying and more. It is perfect for anyone who is interested in advertising their business online, looking for a job in digital media planning, wondering how major brands decide to place an ad online, a student focusing on marketing and advertising, or those who are generally interested in how the ads you see online are created and served to you.

Course Subjects:

  1. Intro: What is digital advertising? (Banner ads, video ads, social media, audio, rich media, takeovers, the IAB, etc.)
  2. The Digital Ecosystem: What are the different types of digital advertising vendors? (Publishers, exchange, network, DSP, etc.)
  3. Buying the Ads: What are the different types of buying models and the advantages of each? (CPM, CPC, GRPs, etc)
  4. Ad Targeting: How does targeting work and how is the data collected? Why does one person get an ad and not another? (Cookie data, PII, registration data, IP address, DMPs)
  5. Ad Serving: How is the ad actually served to a user? (Ad servers, their purpose and how they function)
  6. Reporting: What do advertisers look for and what do they measure? (Setting KPIs and pulling/formatting reports)
Who is the target audience?
  • Great for anyone working in advertising/sales, digital or otherwise, who wants an update on the digital space
  • Students, those looking for a job in digital advertising, business owners, anyone looking to monetize their website, or anyone interested in the process behind ads they see everyday
Students Who Viewed This Course Also Viewed
Curriculum For This Course
13 Lectures
01:18:48
+
Introduction
2 Lectures 03:19

An introduction of the instructor as well as what we'll be covering in the following sections.

Preview 03:11

Watch in HD
00:08
+
Introduction to Digital Ads
2 Lectures 20:22

In Part 1 of the Introduction Section we will cover the IAB, banner ads, video ads and rich media.

Preview 11:28

In Part 2 of the Introduction Section we will cover custom takeovers and skins, social media, audio ads, and search ads.

Introduction Part 2 - Custom, skins, social media, audio ads, and search
08:54

What does the IAB stand for?

Intro Part 1 Check Up
1 question
+
The digital advertising ecosystem
2 Lectures 19:04

In Part 1 we'll cover the different types of digital ad vendors, publisher direct, ad exchanges, ad networks, DSPs and SSPs, and trading desks.

Digital Ecosystem Part 1 - Publisher direct, exchanges, networks, DSPs & ATDs
11:43

Illistration of the digital ecosystem.

How they all work together
07:21

Quick review of media vendors.

Ecosystem Check-Up
1 question
+
Buying the Ads
1 Lecture 12:26

In this section we'll review the different ways you can buy ads, general price ranges and the process of actually reaching out to a website or digital ad partner and placing a contract to buy ads.

Buying Digital Ads - How to buy ads, general price ranges, process and more
12:26

What is a CPM?

Buying Check-In
1 question
+
Ad Targeting
1 Lecture 07:58

In this section we'll start off by discussing digital cookies and how they are used for targeting ads. Then we'll cover the different types of targeting such as contextual, behavioral, demographic, geographic, retargeting, interest based targeting and finally how all of these are used to find your exact audience.

Ad Targeting - Contextual, behavioral, demographic, geographic & more
07:58
+
Ad Serving
2 Lectures 06:40
What is an ad server
03:12

+
Reporting
1 Lecture 03:12

In the reporting section we'll quickly cover the types of metrics that advertisers will look at when they gather reporting and what the industry benchmarks are for each metric.

Reporting Overview
03:12
+
Course Review
2 Lectures 05:49

Quick review of some key takeaways.

Course Recap
3 questions

In the review we'll quickly recap the topics we covered as well as discuss some publications I recommending reading on a regular basis to keep on top of industry news and trends.

Final course review and Thank You!
04:26

Congratulations on finishing Digital Advertising & Marketing 101! Now it's time to get ready for the 201. Using the provided link to sign up for Digital Advertising & Marketing 201 and save 80%. Or use code: DIG101TY

See you again soon!

Time to Sign-Up for Digital Advertising & Marketing 201!
01:23
About the Instructor
Ben Silverstein
4.4 Average rating
182 Reviews
1,709 Students
3 Courses
Digital Advertising Professional & Entrepreneur in NYC

DIGITAL ADVERTISING & SOCIAL MEDIA EXPERT AND ENTREPRENEUR. Began career in the digital space managing search and email campaigns for QCI Direct, national catalog company based in Rochester, NY. Relocated to New York City for opportunities with national media agencies. Given responsibility for digital and social media campaigns for major accounts. During this time, also developed and launched a tech start-up and app, bustripping, LLC, a meta-search engine for long- distance bus travel. Total of over seven years working in digital advertising for dozens of products and brands.