Digital Media Planning and Buying

Become a savvy media negotiator

Level: Beginner
Instructor: Kelly Killelea

Digital Media Planning and Buying

$20
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$129
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  • Self-paced instruction
  • 15 video lessons
  • 2 hours of lesson content
  • Quizzes and exercises to build and test your knowledge
  • Led by an industry expert
  • Lifetime access
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Who Should Take This Course

Media Planners, Campaign Managers, Marketers, Media Buyers/Specialists

Skills You Will Learn

Navigate and work within the digital advertising landscape and planning process

Leverage data to market, optimize campaigns and measure results

Identify and utilize digital media negotiation and presentation skills

Follow digital advertising trends to inform your strategies and decisions for clients

8 industry standard targeting strategies and when to implement them

Identify and target your general and niche audiences

Choose your platforms and inventory sources based on your overall campaign goals

Industry price and performance benchmarks

Rationale behind different platforms like social media, why and how to use them

Use standard optimization tools based on ideal Key Performance Indicators (KPIs)

Why Take This Course

As technology advances and consumer media habits shift, advertisers are demanding more robust and intelligent media campaigns from agencies. This course will teach you to leverage data for ad targeting, as well as how to implement critical ad targeting strategies to effectively reach your target audience.

You will learn to build a digital media ad campaign from RFP (request for proposal) to implementation, manage client roadblocks and optimize campaigns with standardized reporting tools. At the end of the course you will know the digital media planning process, from RFP to post-campaign measurement, inside and out.

Session 1

Assess Digital Advertising Landscape and Trends

  • Lesson 1: Digital Media Trends
  • Lesson 2: Digital Advertising Landscape and Terminology
  • Lesson 3: Inventory Sources and Price Models
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Session 2

Identify Strategic Tactics for Using Data to Reach Consumer Targets

  • Lesson 1: Logistics of Leveraging Data for Ad Targeting
  • Lesson 2: Ad Targeting Strategies 1
  • Lesson 3: Ad Targeting Strategies 2
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Session 3

Building a Digital Media Ad Campaign

  • Lesson 1: Platform, Price Model, Inventory Source and KPI Selection
  • Lesson 2: Negotiation Process
  • Lesson 3: Digital Media Sample Campaign
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Session 4

Digital Media Campaign Implementation and Optimization

  • Lesson 1: Campaign Implementation
  • Lesson 2: Standard Optimization Tools
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About the Instructor

Kelly Killelea

Kelly Killelea is the Associate Digital Media Director at Karlen Williams Graybill Advertising in New York City. As the head of the digital department, she plans and manages all clients’ digital media campaigns. Her areas of expertise cover the broad digital media spectrum, including search, display, video, mobile, and social. She recently led the digital advertising for a highly successful, first in class product launch. Kelly also worked in television media buying at KWG on multiple media forms including national cable, syndication, and the Hispanic market. Kelly’s sales experience at DIRECTV allowed her to negotiate, plan, and steward category leading brands’ media buys. She received her Master of Science in Media Management from The New School University in 2013.