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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 

Course availability 

start location member non-member places left
Central London £425.00 £450.00 10+
Central London £425.00 £450.00 10+

NB: Prices above subject to VAT.

Course information

programme

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 – trends that are defining 2016
who should attend?
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.

Enrol onto ‘Programmatic Marketing: Essentials’ course and receive the ‘DMA Admail Guide’. The guide has been devised by numerous marketing industry experts. It will help you understand how to do one-to-one marketing the right way.
tutors

Andy Letting, Digital Lead social media and content, Johnson & Johnson

The IDM was first introduced to Andy Letting as a student in 2010 where he gained his Postgraduate Diploma in Digital Marketing in 2011, Andy has been lecturing with the IDM ever since, specialising in mobile, content, programmatic and social media.

He has been working in digital marketing for over 15 years, results driven and commercially focused senior-level digital executive with extensive senior management experience. Consistently evolved emerging digital channels and delivered incremental revenue growth, through leadership, change management, channel development and partnership initiatives for BSkyB, Ladbrokes and Avis, career highlights to date include, evolving Sky Mobile TV to what is now SkyGo, a key strategic retention product for BSkyB, demonstrating revenue can be attributed to social media and serving customers through social has to be a key objective for any organisation.
venue

IDM Head Office

With two state-of-the-art training suites complete with interactive white boards, a prestigious boardroom equipped with a 70" multi-touch interactive plasma screen and a cafe dining area with relaxation zone, the IDM has created an inspiring training location.

As well as a great source of learning it's useful to share knowledge with other companies, and also great to know we are doing the right things and where we can improve

Sarah Bradford,
Digital Customer Experience Manager. Barclaycard

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