ad:tech University
 
Course Topics

Changes In Media Consumption
Your Campaign Objectives and Strategy
Audience Measurement
Campaign Measurement
Display Advertising
Media Mathematics
Search Marketing
Mobile
Social Media

Changes In Media Consumption
Powered by advances in technology, media platforms and messaging have been morphing significantly in the last ten years.  There have been implications for media producers, advertisers, consumers and the whole nature of communication in the modern world.  In this module you’ll assess media use patterns, make comparisons and draw conclusions on what this means for different parts of the media, marketing & advertising industries.  
  • Evaluating different media channels
    - How does fragmentation affect you?
  • Understanding changing consumer wants & needs
    - What influences consumers most?
    - How can you stay abreast of what your consumers want?
    - What role can your product, service or company play in that mix?
  • What role does the internet really play?
    - How does the internet fit specifically with other platforms and media?
    - How has the internet affected consumer lifestyle choices?
  • Discussing the differences between owned, bought and earned media
  • Reviewing online advertising spend patterns:
    - What influences this
    - Forecasts
    - What it means for the marketing & advertising industry
    - How does Australia compare to rest of world?
Your Campaign Objectives and Strategy
In such a fragmented environment with diversity of consumers, platforms & messaging, determining your campaign objectives is critical.  In this module you’ll learn how to identify & prioritise your objectives and plan your strategy for best possible results.
  • Measurement
    - Evaluating the different results that digital media & marketing can generate
    - How to measure those results
  • Channel selection
    - Compare and contrast on and offline channels
    - How do you compare and measure apples & pears?
    - Placing a value on digital in the media mix
  • Online branding
    - How can you measure online branding?
    - What value does branding contribute to the overall marketing & advertising strategy?

    Guest Speaker
    Mark Henning, Director, Digital Solutions, Dynamic Logic

Audience Measurement
All media aims to attract high quantity, high quality (for which read, relevant) audiences.  And second to that all media aims to measure & prove, as accurately as possible, that audience data and to clearly report it back.  In this module discover the metrics and techniques for digital media measurement.
  • Overview of current industry practice
    - Current tools, methodologies and techniques for measuring online audiences
    - How does online audience measurement compare to offline techniques?
  • An industry standard
    - Which bodies are working on standards, what’s the current status and where are we heading?
  • Google Analytics and Nielsen Online tools
    - How to use them for your business
    - Learning best practice 
  • More apples & pears
    - How do you compare different results and figures?

Campaign Measurement
We’ve talked about campaign objectives & strategy, now it’s time to figure out how we measure the success of those campaigns. In this module you’ll understand what you can measure and how you report that information back to your organisation.
  • Tracking digital campaigns
    - Metric measurement methodologies: understanding campaign measurement techniques and best practices
    - Why is campaign measurement important?
  • Results and expectations 
    - The metrics are only as good as the questions you ask.  A critical element of campaign measurement is determining exactly what is it you want to measure and report on:
    - How to identify success
    - Which metrics matter for your campaign or business

Display Advertising
Display advertising was ‘the original’ online ad format; placing billboard and print style ads where consumers were expected to see them.  In this module learn the value behind this advertising format, trends, and the changing nature of display.
  • How can you integrate display and email into your marketing mix?
  • Understanding ad formats
    - What standards are there in format & sizing?
    - How have formats & sizing evolved and what benefits does that bring advertisers?
  • Trends in display advertising
    - How is display advertising progressing?
  • What does 'rich media' mean?
    - Best practices and examples of ‘rich media’
    - In today's digital landscape how can you best work with video?
    - What can ‘rich media’ do for your advertising campaign?

    Guest Speaker
    Nic Chamberlain, Head of Digital, 303
Media Mathematics
We know, the last time you did maths was at high school. Well forget Pi, probability and Pythagoras, this is maths for real life. The equations and formulas that will help you measure your work, calculate buy & sell rates, and ultimately make you money.
  • The marketplace
    - Reviewing the advertising channels, formats & suppliers, including ad networks: how your selections will affect how you buy and sell media
    - Who are the key players you will be engaging with to buy and sell media?
  • Performance
    - Brand vs. acquisition: what do you need to consider?
    - Understanding the value of affiliate marketing
  • Common practice
    - Understanding the key pricing models, formulas and equations you need
    - Learning about current industry practice, changes and trends going forwards 

Search Marketing
Search is an increasingly important marketing channel; at certain stages of the purchase funnel it can be critical. In this module learn how search fits into the campaign & marketing strategy and how it integrates with other media & advertising channels.
  • Search engine marketing  (SEM)
    - How does SEM work?
    - What should you consider when developing your SEM strategy?
    - What is the best way to integrate SEM into your advertising and marketing plans?
    - What value does SEM add to your existing marketing & advertising strategy?
  • Search engine optimisation (SEO)
    - How does SEO work?
    - What should you consider when developing your SEO strategy?
    - What is the best way to integrate SEO into your advertising and marketing plans?
    - What value does SEO add to your existing marketing & advertising strategy?
  • Major players
    -Evaluating the search marketplace and key service providers

    Guest Speaker
    Kate Conroy, Ads Product Specialist, Google Australia

Mobile
“2010, the year of mobile.”  That may be a well worn phrase but one thing’s for sure, mobile is playing an increasingly important role in customer communication and smart cookies will figure out where it fits into their advertising & marketing strategy.
  • Trends & forecast
    - What are the current figures and forecasts for mobile and smartphone useage?
    - Analysing global mobile trends; how does Australia compare?
    - Discussing predictions for the future of mobile
  • Marketing vs. advertising
    - How does mobile marketing really work?  How do you plan, execute and measure your activity?
    - How does mobile advertising really work?  How do you plan, execute and measure your activity?
  • The marketplace
    - What suppliers and services exist in the marketplace?
    - How do you buy and sell mobile advertising?
  • What can mobile mean for you?
    The challenge is to understand what value mobile can really add to your existing practices.  Is it best used for long or short term campaigns?  What returns can mobile drive for your business?  How can you integrate mobile     with your existing channels?

    Guest Speaker
    Claudia Sagripanti, Principal, VentureOne

Social Media
Yes, social media is littered with fads & fails.  And, yes, there are a few too many experts & evangelists.  But there’s no denying it is also the true environment for engagement; truly connecting you with the hearts & minds of your consumers.  In this module finally find out what Twitter, 2.0 and trolls mean and why they matter to you.
  • The shift: in the hands of your consumers
    - Discussing why social media matters
    - How have consumers been empowered?
    - How are social media consumers different?
  • Opportunities
    - How does social media work?  Where do you start?
    - Where are your audience?
    - How do you manage and measure conversations with your consumer?
  • Challenges
    On the one hand, you can develop an in depth, concrete social media strategy; on the other hand, you can just leap in and see what happens. Social media is constantly evolving and the challenges of working in this environment are constantly changing too. Learn how to mitigate some of the key hurdles:
    - Resourcing
    - Messaging
    - Integration
    - Management buy-in

    Guest Speaker
    Tiphereth Gloria, Social Media Strategist, George Patterson Y&R Australia