FOUNDATION COURSE: DIGITAL ADVERTISING SALES


This two-day course will give delegates the knowledge and skills to sell digital display advertising. Delegates will be given practical guidance to understand customer needs, communicate the value of audiences, understand the principles of effective digital campaigns and measurement, and work on number of customer scenarios with expert guidance from the trainer.

Timing and delivery:

This course is ideally set out over two days but can be adapted to one day if required.

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COURSE CONTENT – WORKSHOP 1

Module 1:Marketplace, advertisers and audiences
  • The advertising marketplace
  • The evolution of the digital advertising marketplace
  • The principles of digital marketing
  • Thinking about the consumer journey – platforms, channels, devices
  • Mobile and desktop usage
  • Buying digital display – the rise of programmatic buying and real-time advertising
  • Adblocking and other digital advertising issues
  • Considering the needs of the B2B customer
  • Exploring events and other communications channels in the context of digital
  • Exercise – examining campaign objectives

Module 2: Language, data and insight
  • Thinking about audiences
  • Digital advertising terminology explained
  • Measuring audiences – the use of analytics, research and data
  • Understanding the language of reach, engagement and response
  • Exercise – communicating the value of audiences
COURSE CONTENT – WORKSHOP 2

Module 3: Digital advertising products and solutions
  • Digital Display advertising products
  • Digital display advertising – IAB advertising formats
  • Principles of ad-serving and audience targeting
  • Campaign design: thinking about creativity, impact, engagement and response
  • Association with event-focused marketing campaigns
  • Use of display in email marketing
  • Showcasing campaigns: desktop, mobile, cross-platform, case studies
  • Linking digital campaigns to event-focused marketing communications
  • Exercise – meeting customer objectives with campaign solutions

Module 4: Running digital campaigns, optimisation and measurement
  • Running Campaigns
  • Going beyond “last click” measurement
  • Measurement and optimisation – viewability and attribution
  • Establishing the value of digital advertising
  • Main Course Exercise – devising campaigns and winning digital business to customer briefs
  • Directed learning – resources to use for continued self-improvement
  • Feedback and Close
WHO SHOULD ATTEND?

Sales directors, Sales managers, Key Account Managers, Field Sales, Telesales

We can deliver this course at your office for your whole team as a stand-alone course or as part of a broader programme. Please contact us for an initial discussion about how this can work best for you.

Alternatively, we will be putting on open courses based on demand. Please contact us to provisionally book your space.

If you would like some more information please call: +44 (0) 7831 622 146 or email: info@flumetraining.com

ABOUT YOUR TRAINER- Steve


Steve has expertise and experience in the digital industry spanning 20 years of media disruption and innovation. He specialises in talent development in digital publishing, media sales, marketing and advertising. He takes a continuous improvement and evidence-based approach to learning and development, with clear analysis, objective setting, behavioural outcomes and results measurement.

Specialist Expertise: Content marketing; native advertising; digital display; programmatic trading, attribution theory, video, curation, the use of artificial intelligence and machine learning.

QUOTES FROM DELEGATES