Introduction to Digital Advertising

所在平台: Coursera

课程主页: https://www.coursera.org/learn/introduction-to-digital-advertising

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课程简介

课程名称：数字广告入门 课程概述：数字广告领域复杂多变，涉及多种广告形式，包括展示广告、视频广告、音频广告、赞助广告、原生广告、社交媒体广告和搜索广告。消费者数据及其相关的广告技术无处不在且复杂，数字营销者面临众多选项，难以理解和管理。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，再到前沿的程序化广告概念。 课程大纲： 1. 欢迎课程：了解课程的基本信息，以便顺利开始学习。 2. 视频讲座：数字广告是什么？该系列讲座探讨数字广告的发展、对营销行业的影响以及广告活动中使用的各种付费模型。内容包括数据和分析在优化广告表现、定位特定受众和最大化投资回报中的重要性，并讨论不同广告模型的挑战和限制，如每千次展示成本（CPM）、每次点击成本（CPC）和每行动成本（CPA）。此外，讲座还将展示如何使用Excel分析广告数据，并讨论原生广告中创意要素的重要性。 3. 视频讲座：程序化广告入门。该系列讲座深入了解程序化广告的历史及其对广告行业的影响，探讨广告技术生态系统中关键参与者的角色，包括DSP、SSP、广告交易平台和广告网络，以及竞标、节奏和各种广告类型的重要性。还将讨论数据使用的伦理问题、数据隐私法律和广告定位的未来，并为优化广告活动和探索广告技术行业内的潜在职业机会提供见解。 4. 阅读材料：展示广告。通过这一系列讲座，学生将深入理解数字广告的重要性及其运作方式，涵盖广告的基础知识、各种数字广告格式和广告支出的趋势。讲座还讨论数字广告的独特性，如可追踪性、互动性、个性化和成本效益。此外，还将探讨广告漏斗、FCB网格和各种广告指标，包括展示次数、总收视率、每千次展示成本（CPM）、点击率（CTR）、每行动成本（CPA）和广告支出回报（ROAS）。 5. 阅读材料：移动广告。该系列阅读材料概述了移动广告的历史、优势和劣势，介绍了短信、横幅广告和视频等多种移动广告格式，并解释了如何基于用户数据进行广告定位。重点讨论了基于位置的广告和新技术（如增强现实和虚拟现实）的整合。同时也提出了对隐私和数据滥用的关注。为了充分利用移动广告，企业应明确活动目标、明确目标受众，并利用分析工具跟踪表现。

课程大纲

Name:Welcome to the Course!

Description:Just a couple of things to know before you get started.

Name:Video Lectures: What is Digital Advertising?

Description:In this series of lectures, students will explore the evolution of digital advertising, its impact on the marketing industry, and the various payment models used in ad campaigns. The lectures will delve into the role of data and analytics in optimizing ad performance, targeting specific audiences, and maximizing return on investment. Students will also learn about the challenges and limitations of different advertising models, such as cost per impression (CPM), cost per click (CPC), and cost per action (CPA). Additionally, the lectures will demonstrate how to analyze advertising data using Excel and discuss the importance of creative elements in native advertising.

Name:Video Lectures: Intro to Programmatic Advertising

Description:This lecture series provides an in-depth understanding of programmatic advertising, its history, and its impact on the advertising industry. Students will explore the roles of key players in the ad tech ecosystem, such as DSPs, SSPs, ad exchanges, and ad networks, as well as the importance of bidding, pacing, and various ad types. The lectures also delve into the ethical implications of data usage, data privacy laws, and the future of ad targeting. Additionally, students will gain insights into optimizing their advertising campaigns and explore potential job opportunities within the ad tech industry.

Name:Readings: Display Advertising

Description:This series of lectures provides an in-depth understanding of digital advertising, its importance, and how it works. It covers the basics of advertising, the various formats of digital advertising, and the trends in ad spending. The lectures also discuss the unique aspects of digital advertising, such as its trackability, interactivity, personalization, and cost-effectiveness. Furthermore, the lectures delve into the advertising funnel, the FCB Grid, and various advertising metrics, including impressions, gross rating points, cost per thousand (CPM), click-through rates (CTR), cost per action (CPA), and return on ad spending (ROAS).

Name:Readings: Mobile Advertising

Description:This reading series provides an overview of mobile advertising, discussing its history, advantages, and disadvantages. It highlights the various formats of mobile ads, such as SMS, banner ads, and videos, and explains how they can be targeted based on user data. The lectures also emphasize the importance of location-based advertising and the integration of new technologies like AR and VR. However, concerns about privacy and data misuse are also addressed. To make the most of mobile advertising, businesses should establish clear campaign goals, target audiences, and utilize analytics to track performance.

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