 Digital display advertising sales
One day face-to-face training course Aimed at
Sales executives and sales managers who have some previous sales training and experience. Delegates should have a basic understanding of their website. Objective
To provide a foundation of the skills and knowledge required to sell digital display advertising. Outline - The UK advertising marketplace
 - Internet terminology – definitions and vocabulary
- Doing it – making an impact in digital media sales
- Audiences, measurement and research
- Doing it – using audience metrics in the sales process
- The benefits of digital advertising
- Digital display advertising – ad units, formats and creative elements
- An introduction to adserving – placement and targeting techniques
- Doing it – using the right product to meet customer objectives
- Response – client-side objectives, managing ad delivery and ad response
- Campaigns - building and managing campaigns
- Doing it – winning the business (managers will be invited to review this final exercise)
Advanced digital display advertising salesOne day face-to-face training courseAimed at
Sales executives and managers who are competent in basic digital display advertising sales, and those who have previously attended the Digital Display Advertising Sales course. Objective
To give delegates advanced skills and knowledge to grow account revenues, devise advanced display campaigns and maximise the audience and product opportunities available.
Outline - Introduction – The 3 photos exercise
- The UK Digital Advertising Marketplace – the challenges facing advertisers
- Customer groups – smarter selling in a fragmented marketplace
- Digital audiences – more data and statistics
- Doing it - using metrics to gain a competitive edge
- Introducing value
- The role of digital display advertising in the purchasing funnel and utilising cross platform programs
- Product portfolio – advanced targeting techniques, creative showcase
- Doing it – meeting customer objectives
- Response management – KPIs, expectations, post-click activities, campaign objectives
- Working with third parties - digital planners, ad agencies, ad networks
- Managing campaigns
- Doing it - winning the business (managers will be invited to review this final exercise)
Digital display advertising for sales managersOne day face-to-face training course Aimed at
Managers of digital display advertising sales teams who have an understanding of their digital advertising product portfolio. Objective
To give managers the skills and knowledge to develop revenues, maximise product commercial opportunities, and improve customer acquisition and retention.
Outline - Introduction – the UK advertising marketplace
- The role of B2B publishers in the media mix
- Terminology refresh
- Digital audiences – “damn lies and statistics” – what you and your team need to know to sell digital display advertising
- Doing it – using statistics in the sales process
- Introducing value
- The product portfolio – digital marketing components, integrated media campaigns
- Managing your site – adservers, inventory, response
- Working with third party organisations
- Team structure and function – including internal support structures
- Doing it – integrated media campaigns
For more information on how we can help you organise your digital sales course, please contact us.
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