Paid media advertising is a scary thing. It's a powerful tool for creating awareness, getting impressions, and driving actions. Most nonprofits just don't know where to get started. This "online advertising 101" session will give attendees a crash course in how to understand paid media, how to research online buys, and how to actually buy ads and execute campaigns. This session is relevant to communications professionals from every size organization, from those who just want to learn basic media math to those who want to take their ads to market next week using in-house staff. This session will cover online media fundamentals such as terminology and basic media math, the media research process and the best tools and tricks to creating an online media plan, the ad networks and ad distribution tools that every nonprofit should know how to use and how to use them, and how to measure the success of your campaigns and optimize performance. Attendees will leave with a working knowledge of how media planning and buying works and the skills to employ the most commonly used self-service ad planning and buying tools to get online media - from banner ads to rich media to videos - up and running in-house and inside a reasonable budget.
1. A knowledge of media literacy "musts", media math, KPIs, and the start-to-finish online media planning and buying process
2. How to use self-service ad planning and buying tools to get your ads, videos, and other media in front of your targets online.
3. An overview of more advanced self-service media buying tools for when you get good at basic media buying and a tipsheet for choosing and working with media buying vendors when you absolutely have to hire a pro.