Programmatic Marketing: Essentials (Virtual Classroom)

The programmatic course will provide a comprehensive understanding of programmatic, how it is changing the world of digital marketing today and show the impact on media buying

You will learn to:

• Understand what programmatic is and how this approach has fundamentally changed the media buying landscape
• Review the data process and the key stakeholders who make up the value chain, using the Programmatic framework
• Recognise the opportunities and threats of using programmatic from a practical and legal and compliance perspective, when should Programmatic be used and when shouldn’t it.
• Distinguish what’s next for programmatic and how will this impact an organisation and its agencies in the future
• Analyse to a level of knowledge that will enable you to challenge and question from a media agency and an organisation perspective

What is programmatic marketing?

• Is programmatic just another digital buzzword, why do it?
• What does programmatic mean for the advertiser and consumer
• Which media channels are best suited to programmatic marketing
• What is a typical programmatic structure between client and agency, who are the key players in the value chain?
• What are some of the pros and cons of programmatic marketing advertisers need to look out for?
• What are marketers doing wrong in programmatic today?

Developing a programmatic marketing strategy

• What are the guiding principles of a programmatic strategy and how support the overall strategic marketing goals
• Iterative learning across a multi device real time world
• How to correctly design robust programmatic experiments
• Analysing results of experiments and ploughing forward learning
• How to use data to paint an ideal customer picture and steer advertising choices.

Connecting the dots: turning your strategy into action

• Case study: Getting ROI From Programmatic
• Real Time Bidding Vs Traditional Display targeting and when to use each
• The pillars of effective programmatic implementation

How to measure programmatic

• Pros and cons of last-vs-first click attribution modelling
• Holistic multi-channel attribution models
• Measurement Tactics For Optimising Your Programmatic Buys

What is the future of a programmatic world?

• Predictive models for optimising future results
• The future of programmatic

During this time when it’s essential to keep our physical distance, it’s just as important to maintain connections, education and ambition.

The IDM Virtual Classroom is face-to-face, peer-to-peer learning – in the digital world. It lets you keep learning, wherever you are, and to connect with others, no matter the distance.

The IDM’s Virtual Classroom offers:

• An interactive classroom environment
• Peer-to-peer collaboration
• An engaging platform experience
• Practical learning through hands-on exercises
• Online access anywhere you can get an internet connection

Courses are structured in a time friendly format consisting of three to four sessions per day, broken up into 60 to 90 minutes of learning, instead of the conventional approach of listening to lectures and notetaking.

Before starting your course, you’ll receive joining instructions outlining any technical requirements, plus a unique login link via Zoom.

The course is aimed at digital marketers looking to extend their knowledge of digital into programmatic. This subject is the latest development in digital amongst advertisers and agencies, it is crucial for marketers to understand how programmatic works the how this approach can support marketing objectives and better serve the customer.

The course will provide another perspective to marketers already aware of programmatic, for delegates new to the world of programmatic this will present an opportunity to raise awareness and lead a programmatic development project.