ad:tech University
Course Summary

08.30 – 09.00

Registration, coffee & networking

09.00 – 09.05

Introduction & Welcome

  • What will you learn today

09.05 – 09.15

The Digital Media Landscape

  • Trends & forecasts
  • Understanding how consumers are changing
  • What digital media means for you: why is it important

09.15 – 09.45

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
  • Understanding changing consumer wants & needs
  • What role does the internet really play?
  • Discussing the differences between owned, bought and earned media
  • Reviewing online advertising spend patterns

09.45 – 10.30

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.

10.30 – 10.45

Coffee break & networking

10.45 – 11.30

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
  • An industry standard
  • Google Analytics and Nielsen Online tools

11.30 – 12.15

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
  • Results and expectations 

12.15 – 13.00

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.

13.00 – 13.45

Lunch & networking

13.45 – 14.30

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
  • Common practice

14.30 – 15.15

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)
  • Search engine optimisation (SEO)
  • Major players

15.15 – 15.30

Coffee break & networking

15.30 – 16.15




“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
  • Marketing vs. advertising
  • The marketplace
  • What can mobile mean for you?

    Guest Speaker
    Claudia Sagripanti

16.15 – 17.00



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.

17.00 – 17.30


  • Q&A
  • Summary of key learning points
  • Follow up modules & resources

17.30 – 19.00

Drinks & networking