Marketing Skills
Media wokshop and programmatic publicity forms
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.
The current reality leads us to a greater investment in programmatic advertising, with constant growth. Already in 2018, 80% of digital display ads were purchased through programmatic, so running display campaigns without all that programmatic entails is becoming obsolete due to its ineffectiveness.
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.
It is essential when planning programmatic advertising campaigns, to know the existing media to make the right choice. It will also be important to have a base on how supply and demand occurs in the bidding market and what are the accepted formats.
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 media and formats in programmatic advertising is to provide its students with a general training on the most important concepts that are used within a programmatic advertising campaign.
It is essential, when planning programmatic advertising campaigns, to know the existing media to make the right choice. It will also be important to have a base on how to define audiences and how supply and demand occur in the bidding market and what are the accepted formats.
If this work is done correctly, a professional profile with extensive knowledge of media and programmatic advertising formats will be able to propose campaigns with differentiating elements:
Know the structure, platforms, tools and players that make up the current programmatic ecosystem.
Discover and learn the “best precises” for the efficient activation, operation and optimization of programmatic advertising campaigns through the main DSPs in the market.
Understand the importance and role of publishers, their audiences and SSPs in the programmatic ecosystem and as generators and channels of advertising inventory, as well as knowing the models and formulas for its commercialization, and its sales optimization tools.
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. Know 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. Identificar los medios y formatos que se deben utilizar dentro de la publicidad programática para optimizar sus resultados.
SC2. Ser capaz de adaptar la estrategia comercial en entornos digitales cuando se incorpora la publicidad programática.
SC3. Favorecer el fortalecimiento de un perfil profesional diverso y transversal con nociones de marketing digital.
SC4. Comprender la figura de los publishers, audiencias y los SSPs en el ecosistema programático y como generadores y canalizadores del inventario publicitario.
SC5. Planificar estratégicamente aspectos básicos para campañas de publicidad programática.
0€
Dates
Soon more information
Duration
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Schedule
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Requisites
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Face-to-face
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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 structure, platforms, tools and players that make up the current programmatic ecosystem.
- 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 constituting 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?
Digital Bidding (RTB), types of markets, platforms that allow programmatic advertising and data centralization
Programmatic publicity channel
Display, video, social, audio, native ads and DOOH
Programmatics publicity offer
SSP, AdExchanges, PMPs, and bid environments
Programmatic publicity demand
DSP and pre-bidding y post-bidding tools
Accept forms
Accept forms in programmatic publicity
Triportation Certifications
Idioma
English