Digital Advertising & Marketing 101: Take The Complete Guide | Ben Silverstein | Skillshare

Digital Advertising & Marketing 101: Take The Complete Guide

Ben Silverstein, Digital Advertising Expert

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12 Videos (1h 18m)
    • Digital Advertising & Marketing 101 - Preview

      1:06
    • Welcome to Digital Advertising & Marketing 101

      2:20
    • Introduction Part 1 - The IAB, banner ads, video ads and rich media

      11:28
    • Introduction Part 2 - Custom, skins, social media, audio ads, and search

      8:53
    • Digital Ecosystem Part 1 - Publisher direct, exchanges, networks, DSPs & ATDs

      11:43
    • How they all work together

      7:21
    • Buying Digital Ads - How to buy ads, general price ranges, process and more

      12:26
    • Ad Targeting - Contextual, behavioral, demographic, geographic & more

      7:58
    • What is an Ad Server

      3:11
    • Illustration of how ad servers work

      3:28
    • Reporting Overview

      3:12
    • Final course review and Thank You!

      4:26

About This Class

Are you ready to learn about the world of Digital Marketing & Digital Advertising? Are you ready to learn about the hundreds of companies outside of Google and Facebook which control ads you see on your computer, phones, and tablets? Are you ready to understand the terms, pricing models, ad units, and everything else you need to succeed in the digital advertising space? Then you’re at the right place!

I have 10+ years experience in the digital marketing industry, ranging from small businesses in upstate NY, to major advertisers, out of NYC based ad agencies, and on the mobile and tech side of the business, splitting my time between New York and Silicon Valley. The advertisers I work with are both national and international brands ranging from entertainment, fashion, liquor, government agencies and more.

To successfully create and manage digital advertising campaigns on that scale you need to understand not just the basic advertising principles you learn in school, but fully understand the ever changing digital advertising ecosystem.

This course will teach you everything you need to know to get a job in advertising and marketing, run a successful campaign, grow your current business or find new ways to increase your personal value at your current job.

Overview: This course is designed as an introduction to the world of digital and online advertising. In it we'll cover all the different types of digital ad unit, advertising partners, process, buying and more. It is perfect for anyone who is interested in advertising their business online, looking for a job in digital media planning, wondering how major brands decide to place an ad online, a student focusing on marketing and advertising, or those who are generally interested in how the ads you see online are created and served to you.

Course Subjects:

  1. Intro: What is digital advertising and marketing? (Banner ads, video ads, social media, audio, rich media, takeovers, the IAB, etc.)

  2. The Digital Ecosystem: What are the different types of digital advertising vendors? (Publishers, exchange, network, DSP, etc.)

  3. Buying the Ads: What are the different types of buying models and the advantages of each? (CPM, CPC, GRPs, etc)

  4. Ad Targeting: How does targeting work and how is the data collected? Why does one person get an ad and not another? (Cookie data, PII, registration data, IP address, DMPs)

  5. Ad Serving: How is the ad actually served to a user? (Ad servers, their purpose and how they function)

  6. Reporting: What do advertisers look for and what do they measure? (Setting KPIs and pulling/formatting reports)

The skills you will learn in this course can be applied in any country and to any company. The digital advertising space is a global industry and professionals in the space need to have a global mindset to succeed.

Cost and engagement rates may vary from country to country, but the basic skills and underlying trends carry across all regions, so no matter where you’re from or where you work, this course can help you.

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Real Student Testimonials:

★★★★★ “The real-world examples almost makes it self-explanatory. Professionally done and author speaks with authority - i.e. he knows what he's talking about and it shows.” - AJ Du Toit

★★★★★ “Thought this was an excellent introduction course. Working in the industry without a huge amount of experience in this area, it was a great way to familiarize myself with topics in ongoing conversations internally and externally. Will be taking 201 to further my understanding.” - Jocleyn Armour

★★★★★ “It is advertised as a 101 course and it did exactly that and very well, touching on the building blocks of Digital Advertising and Marketing. Good job Ben.” - Jean C

★★★★★ “Yes, this is a very good initiative to educate the employees with supporting acknowledges to improve their skills more effectively.” - Seshantu Chatterjee

★★★★★ “Thanks so much for the insightful course. The course gave me an in-depth information for a beginner like me and still I could understand it. I love the way the facilitator explained everything, and lastly thank you for the recommendation reads. Now I'm ready to move to 201.” - Motsidisi Maureen Ried

★★★★★ “Very informative, to the point and covered all the foundations of digital advertising.” - Robert Janes

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According to recent trends by Statista, the digital advertising industry is on pace to be worth over $330B a year by 2021. If you’re not already learning about this industry, you will be soon. Get a jump start on your career, your co-workers, and peers by taking this introductory course.

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Ben Silverstein

Digital Advertising Expert

Ben Silverstein is an award winning digital media professional with over a decade of experience working in the digital space. He's managed tens of millions of dollars for local, national, and international brands including Six Flags Amusement Parks, Giorgio Armani, Cafe de Columbia, William Grant & Sons, and the FDA Real Cost which won a 2015 gold Effie in the Disease Awareness and Education category. When he's not teaching on Udemy, Silverstein works full time in the mobile advertising space...

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