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所在平台: Coursera |
课程主页: https://www.coursera.org/learn/digital-advertising-landscape
课程评论：没有评论
课程名称：数字广告环境入门 课程概述： 数字广告的环境复杂多样，包括多种广告类型，如展示广告、视频广告、音频广告、赞助广告、本地广告、社交媒体广告和搜索广告。消费者数据和执行这些数据的广告技术无处不在，且难以驾驭。这使得数字营销人员面临庞大的选择难题。本课程涵盖了数字广告的主要形式，从基础的展示广告到搜索广告再到尖端的程序化广告概念。主要的程序化广告提供商——The Trade Desk，将作为我们的专家，提供关于小型企业如何利用先进的广告技术实现商业目标的行动指南。最终，课程使学生掌握各种形式的数字广告，并能够战略性地识别数字广告机会。 课程大纲： 1. **引言：展示广告** - 描述：展示广告作为数字广告的基础形式，至今仍然占据重要地位。本模块帮助学生了解相关历史、当前趋势、概念、术语、指标和基准。 2. **搜索广告** - 描述：美国大部分的数字广告支出与搜索广告相关。搜索广告易于创建，并能触及有真实购买意图的消费者。本模块帮助学生了解相关的当前趋势、概念、术语、指标和基准。 3. **横幅和视频广告** - 描述：视频广告现在无处不在，正以极快的速度增长，前置广告正席卷行业。本模块帮助学生理解相关的历史、当前趋势、概念、术语、指标和基准。 4. **社交媒体广告** - 描述：社交媒体平台及其巨额收入都由数字广告驱动。尽管社交媒体广告价格合理，并利用先进数据，但也存在局限性和陷阱。本模块帮助学生了解相关历史、当前趋势、概念、术语、指标和基准。 5. **移动广告** - 描述：由于设备（iOS和Android）的碎片化，移动广告变得复杂。然而，基于位置的、情境感知的广告则提供了丰富的机会。本模块帮助学生了解与移动广告相关的历史、当前趋势、概念、术语、指标和基准。 6. **程序化广告** - 描述：程序化广告是所有广告平台和智能广告技术的集合，毫无疑问是数字广告活动中最复杂和最精密的执行方式。 本课程帮助学生全面了解数字广告的多样性及其战略机会，为进入数字营销领域打下坚实基础。
Part: 1
Title:Introduction: Display Advertising
Description:Display advertising, the seminal form of digital advertising, is still prominent today. The following module helps students understand the related history, current trends, concepts, terminology, metrics and benchmarks.
Part: 2
Title:Search Advertising
Description:The majority of digital advertising ad spend in the U.S. is associated with search advertising. Search ads are easy to create. They also reach consumers who often have real purchase intent. The following module helps students understand the related current trends, concepts, terminology, metrics and benchmarks.
Part: 3
Title:Banner and Video Advertising
Description:Video advertising is now ubiquitous and growing, with pre-rolls are taking the industry by storm. The following module helps students understand the related history, current trends, concepts, terminology, metrics and benchmarks.
Part: 4
Title:Social Media Advertising
Description:Social media platforms, and their gigantic revenues, are all driven by digital advertising. At the same time, social media advertising is affordable and leverages advanced data, but comes with limitations and pitfalls. The following module helps students understand the related history, current trends, concepts, terminology, metrics and benchmarks.
Part: 5
Title:Mobile Advertising
Description:Mobile advertising is fragmented by device (iOS and Android), making it complicated to advertise on. However, the concept of location-based, contextually aware advertising provides ample opportunity. The following module helps students understand the related history, current trends, concepts, terminology, metrics and benchmarks associated with mobile.
Part: 6
Title:Programmatic Advertising
Description:Programmatic advertising is the culmination of all advertising platforms, and the smartest advertising technologies. It is no surprise that programmatic advertising is also the most complicated and sophisticated in which digital advertising campaigns can be executed.
The digital advertising landscape is complex. There are many different types of ads, including: display, video, audio, sponsored, native, social media and search. Consumer data and the ad tech that action on that data are both ubiquitous and complicated. As a result the sheer number of options available to digital marketers is hard to comprehend and manage. This course covers the major forms of digital advertising, from basic display ads to search to cutting-edge programmatic advertising concepts. The Trade Desk, the leading programmatic advertising provider, joins us as our programmatic experts and offers an actionable roadmap on how small businesses can leverage state of the art advertising technologies to accomplish business objectives. In all, this course leaves students with an understanding of digital advertising in its various forms, and how to strategically identify digital advertising opportunities.
