Executive Development Programme in Ad Buying and Budget Management
-- ViewingNowThe Executive Development Programme in Ad Buying and Budget Management is a certificate course designed to empower professionals with the essential skills required to excel in media planning and budget management. This program highlights the importance of data-driven decision-making, strategic planning, and analytical skills in the ever-evolving advertising landscape.
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โข Ad Buying Fundamentals: Understanding the ad buying process, including the difference between programmatic and direct buying, the role of ad exchanges and supply-side platforms, and the importance of audience targeting.
โข Media Planning: How to create effective media plans, including setting campaign goals, selecting the right media channels, and determining the optimal ad frequency and reach.
โข Ad Budget Management: Best practices for managing ad budgets, including setting budget goals, allocating budget across channels, and measuring and optimizing return on investment (ROI).
โข Data Analysis: How to use data analytics to inform ad buying decisions, including tracking and analyzing key performance indicators (KPIs), using data visualization tools, and identifying trends and insights.
โข Programmatic Advertising: In-depth look at programmatic advertising, including the benefits and challenges of real-time bidding, private marketplaces, and header bidding.
โข Ad Fraud and Brand Safety: Understanding the risks of ad fraud and brand safety, and how to mitigate them through measures such as ad verification, domain blacklisting, and viewability standards.
โข Emerging Trends in Ad Buying: Staying up-to-date with the latest trends and technologies in ad buying, including the rise of connected TV (CTV) and over-the-top (OTT) advertising, the impact of artificial intelligence (AI) and machine learning, and the evolving role of social media platforms.
โข Cross-Channel Ad Buying: Strategies for coordinating ad buying across multiple channels, including display, video, mobile, and social media, to maximize reach and ROI.
โข Negotiating and Building Relationships: Developing the negotiation and relationship-building skills necessary to secure the best possible ad buys and maintain strong relationships with media partners.
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