Measurement and Planning

Overview

We will hear how display advertising got to where it is today and where it is heading next; how strategic planning is used throughout the purchase funnel journey, the differences between brand and DR strategies; tracking, measurement, and the technologies and solutions used to do this; and we will learn the different attribution methodologies that are used in digital advertising and the process for putting these in place. 

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IAB Headquarters, 67 - 68 Long Acre, London, WC2E 9JD
IAB Member: £450.00 + VAT
IAB Agency: £380.00 + VAT
IAB Advertiser: £380.00 + VAT
Non-member: £550.00 + VAT
Measurement and Planning - Feb 2020
Measurement and planning icon

Who is this course for?

Supply-side:

Account Managers and Executives



Buy-side:

Account Managers and Executives



Advertisers:

Marketing Executives and Junior Marketing Managers



What will you learn?

This course has been designed to help you understand….
  • How display advertising got to where it is today and where it is headed next

  • How strategic planning is used throughout the purchase funnel journey, covering the differences between brand and DR strategies

  • How digital activity is tracked and measured, covering current technologies and solutions

  • The different attribution methodologies that are used in digital advertising and the process for putting these in place



Agenda

Welcome & breakfast
9:00


An introduction to display
9:30

A snapshot of how we got to where we are today in display advertising, covering the journey of an ad call, evolution of the display format and what’s next.



Digital planning & RTB buying
10:15

We’ll cover how to plan for digital, best practice to achieve maximum ROI and use of different data.



Coffee break
11:00


Branding on a DR medium
11:15

How has branding moved into the digital world? We’ll cover measuring effectiveness for display, native and video, while also drawing on examples of branding campaigns.



Lunch break
12:15


Measurement & analytics basics
13:15

We’ll explore how we can use cookies and pixels in measurement and tracking, best practice and what considerations are needed for in-app measurement.



The technology
14:00

How to use ad servers and web analytics tools in relation to measurement and analytics, including the pros and cons of full stack solutions.



Coffee break
14:45


Attribution methodologies
15:00

We’ll run through the different types of attribution available and how to pick the right solution for your needs.



Bringing it all together
16:15

A summary of the day, with discussion between members on what they learnt and any outstanding Q&A.



Meet your trainer

Becca Muir
Becca Muir
Founder, Ad Tech Unicorn PR

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