Marketing Skills
Audience workshop for programmatic advertising
Introduction
Over the last few years there has been a paradigm shift in the way advertisers purchase impressions for their display advertising campaigns, and in the way media outlets market their advertising inventory and impacts to their audiences.
It is important to learn the basic and specific knowledge required, as well as training for the efficient management of Data and tactical and strategic advertising opportunities that arise in real time, on the supply and demand side.
In the world of constant change, being able to effectively choose the public to whom you want to show a company’s advertising is a very powerful advance that allows you to optimize 100% of the financial resources of a corporation. In this sense, this workshop is developed, contributing to bring programmatic advertising closer to multidisciplinary profiles so that if it is of interest to them, they can end up deepening towards expertise in programmatic advertising.
This professional profile is on the rise given that many companies already have this channel as a regular means of disseminating messages and attracting new customers. In addition, as it is a channel that is in full expansion and democratization, smaller companies are increasingly entering the world of programmatic advertising and need internal or external profiles to delegate this task to.
Competences
The general objective of the Workshop on audiences for programmatic advertising is to provide its students with a general training on the identification of typical clients and the subsequent approaches that derive from their knowledge.
The challenge for the programmatic advertising subsector would be to carry out rigorous planning that allows it to maximize the effectiveness of its campaign, being aware that it will buy from the audience where it is looking, categorizing it by segments that allow it to reach the “perfect target”. . That is the main trick of success in programmatic advertising campaigns.
What is sought with the segmentation of the audience according to their tastes, desires and needs, is to show the ad to an audience that, even if it is smaller, shows some interest in the product or brand, which could increase the conversion rate to purchase. , which is the goal that every brand pursues.
If this work is done correctly, a professional profile with extensive knowledge of programmatic advertising audiences will be able to propose campaigns with differentiating elements:
- Segmentation by users. Through programmatic advertising and Real Time Bidding, it will filter the ads through the user’s profile. In this way, the ad is not only displayed taking into account the medium and the profile, but also the behavior of the user in the digital environment.
- Better rates. Due to the segmentation by user profile, the conversion rates per ad click are higher. Since they allow advertisers to obtain higher quality traffic and sell their space in a more optimized way.
- Greater reach. It allows you to reach potential customers around the world by placing ads on various ad networks, channels and geographic locations.
The workshop serves as an approach to the sector for profiles related to marketing who wish to know the environment that surrounds programmatic advertising audiences. This workshop promotes, in a particular way, the knowledge of key elements in a fundamental business branch, the optimizing spirit and the generation of ideas to achieve a proactive profile and with basic knowledge on the subject.
The design of the studies has supposed the definition of the general and specific competences that the student body must acquire with the workshop. The design has been governed by principles of integral conception of teaching and its teaching offer has been planned in a way that facilitates student learning. Likewise, its curricular organization meets interdisciplinary criteria, with the purpose that the student acquires the knowledge and skills of his specialization, as a manager in the professional field that corresponds within the specific sector that concerns us.
BC1. Possess and understand knowledge that provides a basis or opportunity to be original in the development and/or application of ideas, often in a specialized context.
BC2. Knowing how to communicate the conclusions, as well as the knowledge and the ultimate reasons that support them, to specialized and non-specialized audiences in a clear and unambiguous way.
BC3. Possess the learning skills that allow them to continue studying in a largely self-directed or autonomous way.
GC1. Being able to identify and solve problems that arise in the context of the tourism sector.
GC2. Knowing how to apply the knowledge acquired in the tourism sector, in order to improve competitiveness and/or entrepreneurship in the tourist destination.
GC3. Develop creative and innovative capacity, focused on providing new solutions to old problems in the sector, its organizations and contexts.
SC1. Know the concept of audiences and its importance within programmatic advertising.
SC2. Being able to adapt the commercial strategy in digital environments when programmatic advertising is incorporated.
SC3. Promote the strengthening of a diverse and transversal professional profile with notions of digital marketing.
SC4. Being able to interpret the situation in which the buyer person is within the funnel and propose actions based on the current phase.
SC5. Strategically plan and design audiences for advertising campaigns, beyond programmatic advertising.
SC6. Know, at a basic level, the operation of the tools used in programmatic advertising campaigns.
0€
Dates
Soon more information
Duration
Soon more information
Schedule
Soon more information
Requisites
Soon more information
Face-to-face
Soon more information
Certificate
Will be certified by TTS by Amadeus
Goals to achieve
- Complete the professional profile of students and digital workers in different areas to contribute to their interdisciplinarity.
- Know the importance of correctly defining a buyer persona.
- Learn to raise the initial aspects of a programmatic advertising campaign.
- Training in this area for the beginning of a more complete specialization in specific terms or to constitute a transversal profile according to the current labor demand.
Dynamics
The workshop will have a learning methodology based on “learning by doing” so that everything discussed in each training subject can be put into practice. Practical exercises guided by the faculty will be proposed so that the knowledge acquired responds to the real day-to-day needs in the subject matter covered by the workshop.
Teachers will be actively involved in learning to strengthen the bond with students and provide close support in order to resolve doubts and propose scenarios that help students learn to generate ideas “out of the box”.
The delivery of this workshop will be in face-to-face format, with a total of 10 teaching hours, and computers provided by TTS will be available to achieve complete learning and put into practice the examples and practical cases proposed by the faculty.
The dynamics of the digital marketing workshops escape master classes and seek to approach a model of continuous interaction in which each participant can express themselves and feel part of the team. In this way, each person contributes to the generation of ideas and the debates take center stage based on the theme of the workshop in question.
As a result of the workshop, a practical level test will be carried out to assess the knowledge acquired by the students.
Table of Contents
What is the programmatic publicity?
Difference between Buyer Persona and Target, types of Buyer personas and what type of information they reveal to us.
Identification of objective profiles
Data collection and analysis, methodology to use, buyer persona.
Programmatic publicity tools
Digital bidding (RTB), types of markets, platforms that allow programmatic advertising.
Triportation Certifications
Idioma
English