Digital Media Buying

3 Credits · Level: Graduate, Undergraduate

The average person spends nearly 7 hours online each day – and 95% of that time is spent on websites, in apps or on social media platforms. This creates a massive opportunity for brands to reach, engage, inform and convert users through the use of display, video, social & search (d/v/s/s) ads. In this course, students will dive deep into both the overall digital media ecosystem, as well as how each ad type functions, strategies for researching + identifying your target audience(s) on each platform, methods to standardize your audiences, how to implement effective, tiered remarketing campaigns on each platform and how to quantify the success of each campaign relative to your organization’s goals and objectives.