The Digital Display Advertising module equips students with the skills and knowledge to implement and manage effective digital display campaigns by covering core concepts and terminologies associated with digital display advertising, and exploring what is involved in developing and managing effective ad campaigns.

This module will give students a comprehensive understanding of the creation and deployment of digital display advertising and, teaches about the wide range of ad display formats and how to select the most appropriate ad format for a campaign target audience.

The purpose of the Digital Display Advertising module is to enable students to develop clear campaign objectives, measure and optimise campaigns based on firm results analysis, be able to research and utilise a range of campaign publishers, and know what pricing metrics such as CPM, CPC, CPL and CPA entail commercially.

Students will also learn how to use the standard digital media planning process to obtain the best possible return on digital display advertising efforts.


Topics introduced in the Digital Display Advertising module are:

- Key Digital Display Concepts
- Benefits & Challenges of Digital Display
- Running Effective Ads
- Ad Formats & Features
- Campaign Planning
- Creative Formats
- Targeting & Tracking your Campaign
- Optimising the Campaign

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