PREVNEXTSUBMITMenuStudy GuideGlossaryTranscriptClear and return to MenuSearch ResultsFilterSlide TextNotesSearch in:Check to includeSearch...TermsDefinitionFINISHfinishdefinitionresourcessearchpauseplayreplaysubmitnextpreviousvolumeSkip Navigation. Hit enter to return to the slide.SUBMIT ALLsubmit allQuestion ListMore infoSend an emailCloseBioExit<html><textformat leading='0' tabstops='[0, 48, 96, 144]' blockindent='0' indent='0'>This is a preview of a series of courses designed and developed to focus on the foundations of digital education and marketing strategies. Please note, that this content has been modified for demonstration purposes. </textformat><textformat leading='0' tabstops='[0, 48, 96, 144]' blockindent='0' indent='0'></textformat><textformat leading='0' tabstops='[0, 48, 96, 144]' blockindent='0' indent='0'>Click Next when you are ready begin.</textformat></html><html><textformat leading='0' tabstops='[0, 48, 96, 144]' blockindent='0' indent='0'>As you probably know, most of the U.S. population is online, and these users mirror the population as a whole in terms of age, gender and ethnicity. We’re also spending more time online as well. </textformat><textformat leading='0' tabstops='[0, 48, 96, 144]' blockindent='0' indent='0'></textformat><textformat leading='0' tabstops='[0, 48, 96, 144]' blockindent='0' indent='0'>The average American adult spends about six hours a day online, about double the time they spent just five years ago.</textformat></html><html><textformat leading='0' tabstops='[0, 48, 96, 144]' blockindent='0' indent='0'>Here’s what you’ll learn in this module.</textformat></html><html><textformat leading='0' tabstops='[0, 48, 96, 144]' blockindent='0' indent='0'>Digital takes the best of every medium to make a super-medium. Digital media is rich and engaging, creating a unique dialog between your brand and consumers. </textformat></html><html><textformat leading='0' tabstops='[0, 48, 96, 144]' blockindent='0' indent='0'>Let’s take a look at some common types of rich media. Click each button to view rich media in action.</textformat></html><html><textformat leading='0' tabstops='[0, 48, 96, 144]' blockindent='0' indent='0'>As you probably expect, rich media units cost more in media space as well as in creative development than standard banners. But they generally deliver enhanced metrics as well, so consider rich media when you want to make an impact quickly. </textformat><textformat leading='0' tabstops='[0, 48, 96, 144]' blockindent='0' indent='0'></textformat><textformat leading='0' tabstops='[0, 48, 96, 144]' blockindent='0' indent='0'>To make the most of rich media, keep these guidelines in mind.</textformat></html><html><textformat leading='0' tabstops='[0, 48, 96, 144]' blockindent='0' indent='0'>Both standard banners and rich media are considered display ads. </textformat><textformat leading='0' tabstops='[0, 48, 96, 144]' blockindent='0' indent='0'></textformat><textformat leading='0' tabstops='[0, 48, 96, 144]' blockindent='0' indent='0'>Based on what you’ve learned so far, which type of display ad would you recommend for each of the following scenarios. </textformat></html><html><textformat leading='0' tabstops='[0, 48, 96, 144]' blockindent='0' indent='0'>Both standard banners and rich media are considered display ads. </textformat><textformat leading='0' tabstops='[0, 48, 96, 144]' blockindent='0' indent='0'></textformat><textformat leading='0' tabstops='[0, 48, 96, 144]' blockindent='0' indent='0'>Based on what you’ve learned so far, which type of display ad would you recommend for each of the following scenarios. </textformat></html><html><textformat leading='0' tabstops='[0, 48, 96, 144]' blockindent='0' indent='0'>Social media is also growing faster than any other online sector, with more than half of the US population using social media.</textformat><textformat leading='0' tabstops='[0, 48, 96, 144]' blockindent='0' indent='0'></textformat><textformat leading='0' tabstops='[0, 48, 96, 144]' blockindent='0' indent='0'>Click each logo to learn a little more about the top players in social media. Each one has unique nuances and tactics you can leverage to better connect with consumers.</textformat></html><html><textformat leading='0' tabstops='[0, 48, 96, 144]' blockindent='0' indent='0'>With social media, the rules our different. A brand cannot simply run an ad in social and expect results. </textformat><textformat leading='0' tabstops='[0, 48, 96, 144]' blockindent='0' indent='0'></textformat><textformat leading='0' tabstops='[0, 48, 96, 144]' blockindent='0' indent='0'>This is most easily understood by discussing the difference between Paid, Owned and Earned media. </textformat><textformat leading='0' tabstops='[0, 48, 96, 144]' blockindent='0' indent='0'></textformat><textformat leading='0' tabstops='[0, 48, 96, 144]' blockindent='0' indent='0'>Paid media are the ads you buy. But to be effective, paid advertising in social also must be connected to something of value, generally rewarding and rich content. </textformat><textformat leading='0' tabstops='[0, 48, 96, 144]' blockindent='0' indent='0'></textformat><textformat leading='0' tabstops='[0, 48, 96, 144]' blockindent='0' indent='0'>With owned media, the brand owns the space and controls the content. Examples include a brand’s YouTube channel, Facebook and Twitter pages, as well as their own dedicated website. </textformat><textformat leading='0' tabstops='[0, 48, 96, 144]' blockindent='0' indent='0'></textformat><textformat leading='0' tabstops='[0, 48, 96, 144]' blockindent='0' indent='0'>Earned media comes organically from consumers who want to engage with your brand and share the ‘news’ with others.</textformat></html><html><textformat leading='0' tabstops='[0, 48, 96, 144]' blockindent='0' indent='0'>What if we all turned our TVs to channel 4 right now? How about our radios to 100.3? Those of us in NY would experience different programming and commercials than those in Chicago, LA or any other of the 207 DMAs around the US. </textformat><textformat leading='0' tabstops='[0, 48, 96, 144]' blockindent='0' indent='0'></textformat><textformat leading='0' tabstops='[0, 48, 96, 144]' blockindent='0' indent='0'>Each market has a unique personality and their media habits follow the consumer’s mindset. By buying local TV and Radio, you can leverage the strengths of the particular market to enhance other media placement.</textformat><textformat leading='0' tabstops='[0, 48, 96, 144]' blockindent='0' indent='0'></textformat><textformat leading='0' tabstops='[0, 48, 96, 144]' blockindent='0' indent='0'>Car image first, lays escalator, batman bus shelter, </textformat></html><html><textformat leading='0' tabstops='[0, 48, 96, 144]' blockindent='0' indent='0'>If you’re like most consumers, you probably still watch shows on a television, but also on your computer, tablet, phone, or gaming system. </textformat><textformat leading='0' tabstops='[0, 48, 96, 144]' blockindent='0' indent='0'></textformat><textformat leading='0' tabstops='[0, 48, 96, 144]' blockindent='0' indent='0'>As more people around the world stream video content online, digital video has become one of the fastest growing areas of purchased digital media. </textformat></html><html><textformat leading='0' tabstops='[0, 48, 96, 144]' blockindent='0' indent='0'>Now it’s your turn. Can you identify the type of digital video from these short clips?</textformat></html><html><textformat leading='0' tabstops='[0, 48, 96, 144]' blockindent='0' indent='0'>The print market is dominated by four key players. Click the tabs to view magazines from top publishing houses. </textformat></html><html><textformat leading='0' tabstops='[0, 48, 96, 144]' blockindent='0' indent='0'>Another decision is where in the magazine you want your ad to appear. There are numerous ways to strategically align with relevant editorial content. Click the arrows to flip through magazine unit ideas.</textformat></html><html><textformat leading='0' tabstops='[0, 48, 96, 144]' blockindent='0' indent='0'>If an advertiser pays for a page in the magazine, it will also appear in the digital edition. However, there are options for the digital version of the ad. Click the tabs to learn more. </textformat></html><html><textformat leading='0' tabstops='[0, 48, 96, 144]' blockindent='0' indent='0'>The goal is to surround your ad with content that is relevant to your message. Drag and drop the magazines to the most relevant content. </textformat></html><html><textformat leading='0' tabstops='[0, 48, 96, 144]' blockindent='0' indent='0'>While the number of people watching TV has risen dramatically since the 50s, so has the fragmentation of this audience. </textformat><textformat leading='0' tabstops='[0, 48, 96, 144]' blockindent='0' indent='0'></textformat><textformat leading='0' tabstops='[0, 48, 96, 144]' blockindent='0' indent='0'>In the 80s and 90s, new cable options and satellite meant consumers no longer had a handful of channels, but hundreds!</textformat><textformat leading='0' tabstops='[0, 48, 96, 144]' blockindent='0' indent='0'></textformat><textformat leading='0' tabstops='[0, 48, 96, 144]' blockindent='0' indent='0'>With today’s audience, fragmentation continues even further with streaming options, on-demand and time delayed viewing, as well as new content providers such as Netflix. </textformat><textformat leading='0' tabstops='[0, 48, 96, 144]' blockindent='0' indent='0'>Additionally, consumers not only have more control over when and where they watch, but they are multitasking while watching.</textformat><textformat leading='0' tabstops='[0, 48, 96, 144]' blockindent='0' indent='0'></textformat><textformat leading='0' tabstops='[0, 48, 96, 144]' blockindent='0' indent='0'>While these changes make it more challenging to reach large audiences with a single show, people are still very much watching television content. So while the logistics of when, where, and how they watch has changed, TV continues to be the primary focal point of many successful media plans.</textformat></html><html><textformat leading='0' tabstops='[0, 48, 96, 144]' blockindent='0' indent='0'>Except for the paid subscriber inventory, you can buy one or all of the above to create an effective TV campaign. Click each term to learn more.</textformat><textformat leading='0' tabstops='[0, 48, 96, 144]' blockindent='0' indent='0'></textformat></html><html><textformat leading='0' tabstops='[0, 48, 96, 144]' blockindent='0' indent='0'>What if we all turned our TVs to channel 4 right now? How about our radios to 100.3? Those of us in NY would experience different programming and commercials than those in Chicago, LA or any other of the 207 DMAs around the US. </textformat><textformat leading='0' tabstops='[0, 48, 96, 144]' blockindent='0' indent='0'></textformat><textformat leading='0' tabstops='[0, 48, 96, 144]' blockindent='0' indent='0'>Each market has a unique personality and their media habits follow the consumer’s mindset. By buying local TV and Radio, you can leverage the strengths of the particular market to enhance other media placement.</textformat><textformat leading='0' tabstops='[0, 48, 96, 144]' blockindent='0' indent='0'></textformat><textformat leading='0' tabstops='[0, 48, 96, 144]' blockindent='0' indent='0'>Car image first, lays escalator, batman bus shelter, </textformat></html><html><textformat leading='0' tabstops='[0, 48, 96, 144]' blockindent='0' indent='0'>To understand how you can use search to reach customers, you need to understand the basics of how searches work. A user types in a query, this is the topic they want information on. A search engine results page is then displayed showing both paid and unpaid results. </textformat><textformat leading='0' tabstops='[0, 48, 96, 144]' blockindent='0' indent='0'></textformat><textformat leading='0' tabstops='[0, 48, 96, 144]' blockindent='0' indent='0'>Can you identify the unpaid search results?</textformat></html><html><textformat leading='0' tabstops='[0, 48, 96, 144]' blockindent='0' indent='0'>Bounce rates can help you determine if your campaign is relevant. If you have a high bounce rate with search, chance are your keywords, ad copy, and landing page are not in sync. </textformat><textformat leading='0' tabstops='[0, 48, 96, 144]' blockindent='0' indent='0'></textformat><textformat leading='0' tabstops='[0, 48, 96, 144]' blockindent='0' indent='0'>To improve your bounce rates, make sure your messages are relevant to the keywords you are buying.</textformat><textformat leading='0' tabstops='[0, 48, 96, 144]' blockindent='0' indent='0'></textformat><textformat leading='0' tabstops='[0, 48, 96, 144]' blockindent='0' indent='0'></textformat></html>