Digital Media Planning And Buying Training
When crafting campaign recommendations today, there are a multitude of channels, ad units, technology platforms, and partnerships available, making planning more complicated than ever. This course is designed to help media and marketing professionals, including those preparing for the IAB Digital Media Buying & Planning Certification exam, plan, execute, and monitor digital media campaigns to better meet client and stakeholder objectives.
digital media planning and buying training
The Digital Media Buying and Planning course will deepen your working knowledge of digital buying and planning. Throughout the day we will review the entire media buying and planning process from start to finish with group discussions throughout.
The IAB Canada Digital Media Sales 2-Day course was specially designed for media sales people to better understand the media they are responsible to generate revenues for. We will cover everything from the technical aspect of digital marketing (advertising formats, technologies, media math, policy and standards) to the human elements of selling such as how to conduct needs assessments, creating a proposal, analyzing performance + much more!
When crafting campaign recommendations today, there are a multitude of channels, ad units, technology platforms, and partnerships available, making planning more complicated than ever. The IAB Digital Media Buying and Planning Certification demonstrates that media professionals have the base-line knowledge needed to meet client needs.
Carly is a Group Digital Media Director with over 17 years of experience in strategy, planning, execution, and management of marketing campaigns. Over the years she has worked with a variety of brands across a wide array of media channels, passionately staying ahead of the advancing ecosystem. Her expertise is grounded in digital with a strong focus on programmatic and performance based media initiatives. She joined Razorfish in 2011 and now leads the NY media team, bringing thought leadership, collaboration, and cross-channel expertise to the group.
The IAB Digital Media Buying and Planning Certification (DBPC) is a defining industry credential for digital media buying and planning professionals. Individuals who earn the certification have demonstrated their knowledge and competency in the content areas outlined in the DBPC Exam Blueprint, and are dedicated to upholding high standards of ethical and professional practice in the industry. Individuals meeting eligibility requirements must pass a multiple-choice exam in order to qualify for certification and earn the DBPC designation.
Digital Media Buyers and Planners work closely with Advertisers and Publishers to deliver exceptional service throughout the media buying lifecycle. They accomplish this by developing media objectives, creating strategic digital media plans, negotiating terms and conditions, and optimizing campaign performance while purchase audience-targeted advertising space to deliver a designated marketing initiative.
This module teaches you how to create an all-encompassing social media marketing strategy. It starts by providing best practices for planning and conducting research into your strategy, and covers topics such as owned research, accessed research, desk research, audience research, competitor research, and social listening. You learn how to set measurable objectives and KPIs for your strategy, and how to analyze and track your activities. Finally, you learn how to build and execute your strategy, and how to measure its impact and performance.
By gaining a deeper understanding of the target audience, companies can make media planning more efficient. Having a clear-cut idea of what is the primary source of media consumption for a desired set of the audience helps firms to direct their media planning efforts into this channel and also plan their ad spend carefully. Media companies can also opt for a mix of various media channels for their campaigns, depending on the preferences of the target customers.
Now you have a plan. Now it's time to set it in motion. This is when you buy media. Media buying is the purchasing of the space in the selected media. This involves committing to the media provider, submitting the ad, and paying the bill. This is the exciting part. You see all your hard work come together.
Not sure how to plan and buy in the media industry? London TFE offers media courses that will prepare and build your confidence to run a successful media campaign. Contact us to find out more information on our digital media courses and media training courses.
Media buying is the process of purchasing ad space and time on digital and offline platforms, such as websites, YouTube, radio, and TV. A media buyer is also responsible for negotiating with publishers for ad inventory, managing budgets, and optimizing ads to improve campaign performance.
Media buying and media planning fall into the same category but are two different processes. While media buying focuses on getting the most impressions from the right audience at the lowest cost, media planning focuses on the strategy behind the campaign.
During the planning phase, you determine what media will be most effective to reach a particular audience. So once media planning is complete, media buying follows. It's also important to note that media planning isn't solely for advertising, it's for any media a brand puts out there.
With digital media buying, or programmatic buying, buying impressions is automated. The negotiation still technically happens but it's done at a much quicker rate through open and private marketplaces.
Digital media buying can be more cost-effective and allow teams to focus on ad performance instead of back-and-forth negotiations. However, with the latest restrictions on cookies and Apple's AppTrackingTransparency (ATT) rollout on iOS 14, it's unclear how that will affect the media buying space.
Inside the Google Marketing Platform, you'll find Display & Video 360. Originally DoubleClick Bid Management, DV360 integrates seamlessly with Google Analytics and other Google products. So, if your team is already using those tools, this may be the right media buying tool for you.
When buying media, no ad placement is accidental. It does involve some trial and error as you get started and the optimization process will last throughout the campaign. However, once you have a strategy to follow and an intuitive platform to track performance, this will result in effective ads that meet your marketing objectives.
Media planning is the process of identifying, assessing, and selecting media channels and platforms to reach a target audience. The primary purpose of media planning is to get a brand in front of the right audience at the right time and deliver the right message.
(Note that this mix excludes below-the-line channels like email, PR, SEO, and word-of-mouth marketing. The media planning is a significant part of the comprehensive channel plan, but not the entire thing).
A large chunk of any digital marketing budget will go to online platforms like social media and search. Media planners and buyers should collaborate to optimize spend according to the media mix and frequency.
Our comprehensive accounting system includes billing, accounts payable, general ledger and more. Real-time data and updates are centralized, communicating across systems, which seamlessly integrates your accounting with your media planning/buying and project management.
A central location to plan, buy and manage all media types including broadcast, digital, print and out-of-home. Our complete media platform streamlines your media workflow from planning to buying and reporting. The entire lifecycle of your media will have a digital record that you can access in real-time. Orders can be generated from media plans, which automatically creates billing records. Electronic communications, makegoods and powerful campaign monitoring tools increase efficiency.
Media planning can be challenging because there are so many contributing factors that must be accounted for, and because many believe that media planning strategies and processes have not modernized along with marketing.
With a comprehensive media planning strategy, organizations can make more data-driven decisions about how to improve marketing ROI and drive conversions. Today, many teams are leveraging tools that allow them to make smarter, faster, and more accurate media planning choices.
Automatic bidding, otherwise known as the ad programmatic digital media buying process, is an automated process of buying and selling ad space. If done in real-time, it is known as real-time bidding (RTB).
A general rule of thumb in media buying is that a professional will make their first bid lower than their target price. It opens the floor up for negotiation and may lead to leftover money in the budget.
The goal of programmatic digital display advertising and all other media buying tactics is to move potential customers through the funnel. Think about the decision/purchase you want them to make. Refer back to your objectives and goals if needed.
SEO is an important media buying tactic because consumers rely heavily on the internet. This technique allows a brand to increase its site position on search engine result pages, the most popular being Google, Bing, and Yahoo.
Even though a media planner may deem it necessary to allocate most of the budget to digital marketing tactics, traditional media buying should not be overlooked. TV and radio are still major buying channels.
Buying a radio spot through your local or national station will depend on your audience. Through media planning research, an expert can decide if a traditional radio spot is a right path for your brand or a bust.
With an experienced marketer, you can reap all of the benefits and avoid the major challenges that stem from media buying. There are also media buying and planning courses available, especially for beginners.
Media buying is the practice of negotiating and purchasing ideal ad spaces, programs, or times for your marketing message. As you can probably guess, this can be a complicated process, which is why so many businesses trust media buying agencies to find the best possible placements and ad rates for them. 041b061a72