Digital Media Certificate

Do you need to build a digital media plan? Would you like to better control and manage your media investments? The aim of this certificate is to help you master the key stages of a successful media strategy and interact effectively with all the players in this ecosystem.

The essentials

FORMAT

100% remote
Inter-company or Intra-company format

DURATION

25h
5 half-days

PRICE

€2490 (excl. tax)
+ optional individual coaching

NEXT SESSION

Autumn 2024

Digital Media training program

5 pragmatic, interactive sessions to help you master the key stages of a successful media strategy and interact effectively with all the players in the ecosystem.

1. Placing digital in the media mix

- Marketing issues : awareness, consideration, lead gen, conversion...
- What is a media plan?
- Combining ON et OFF : Media Planning concepts
- Introduction to the advertising ecosystem : overview of players (Advertising Network, Publishers, Media Agencies)
- Omnichannel media planning trends and developments
- From Media planning to Media Buying : purchasing methods
-The different paid/owned/earned digital media paid/owned/earned
- The right questions to ask to build an effective media campaign

2. Understanding and exploiting different channels

- Walled garden vs. open Internet
- Search: how to buy, advertising, the main players
- Social: the main platforms, their maturity, available tools
- Programmatic: the different players (DSP, SSP, Data provider...) and accessible formats: VOL / Banner / audio / TV / DOOH
- Current trends: Retail Media, Carbon Footprint et Privacy

3. Building and orchestrating your media strategy

A guide to the main stages of a digital media strategy to build or challenge your media brief.
- Audience: how to qualify?
- Targeting: how to target?
- Planning: how to orchestrate?
- Campaign objectives
- The central role of measurement
- The technological fundamentals as enablers of effectiveness:
• Tag container, tagging plan, cookies...
• From tracking to trafficking

Introduction to the importance of measurement

4. Now it's your turn! Practical workshop on the platform of your choice

- Focus on a media platform (2 hours - In sub-groups led by an expert)
- Your choice of one of these platforms:
• Social: Facebook Business Manager
• Display: DV360
• Search: Google Ads, Amazon Sponsored

5. Measuring, managing and optimizing your media plan Measurement and indicators

La mesure et les indicateurs
-Effectiveness measurement: Full funnel management
- Which indicators for which objectives
- Knowing the essential KPIs for measuring a media campaign Measurement methods
- Identifying your target audience
- The three main measurement methods: MMM / Attribution / Incrementality
- Method for calculating profitability
- Measuring the difference

How can I collaborate successfully with my agency?
Key elements of a successful tender

The key benefits of this training

Understand the media ecosystem and the place of digital in the Media Mix

Make the most of digital media channels

Build and orchestrate your own media strategy

Measure, manage and optimize your long-term media plan

Course approach

Flexible

100% remote format
Synchronous group sessions
(5 live sessions - 15h) and individual asynchronous sessions (10h)

Engaging

Innovative teaching methods
Real-life use cases, virtual meet-up, office hours with speakers

Interactive

Limited number of participants
for a personalized exchange, live sessions with a Numberly expert on each theme

LEARN MORE

Who should attend?

You have the following responsibilities: Acquisition Manager / Communications Manager / Media & Digital Marketing Manager / Global Head of Media / Precision Marketing / Global Online Media & Paid Search Manager?

Or: Social Media Project Manager / Digital & Performance Manager / Paid Media Specialist / Marketing Effectiveness Lead / Senior Media Specialist / Traffic Manager / CMO, CDO?

Do you need to build a digital media plan?

Would you like to challenge or consolidate your programmatic media activations?

Do you need to better understand, control and manage your media investments?

Would you like to improve your skills through practical exchanges with experts and colleagues over 5 pragmatic half-days?

This course is for you!

Prerequisites for registration (single- and multi-company format): activation issues and knowledge of the fundamentals of media activation (omnichannelity, distinctions between paid/owned/earned media, etc.)