Program
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Advertising Revenue
STATUS:
closed
Program Summary
As the publishing landscape changes, more businesses are looking to adapt and grow their presence online. These sessions have been designed to help news publishers and journalists develop the needed capacity to meet the digital changes facing the news industry.
About this Program
Advertising is continually changing and in order to keep up publishers need to how the latest technologies can help. These sesions cover everything from native advertising to programmatic strategies.
For publishers and journalists: 4 online sessions, each lasting 45 minutes, followed by a 60-minute roundtable.
Those who watch all full sessions will be sent the Google News Initiative certificate via Accredible.
Structure of the Program
- Session 1: Establishing Your Advertising Strategy
- Date: 12/01/2023 Time: 12:00h GMT, Language: Portuguese
- Session 2: Optimising Ad Revenue
- Date: 19/01/2023, Time: 12:00h GMT, Language: Portuguese
- Session 3: Data & Ads
- Date: 26/01/2023, Time: 12:00h GMT, Language: Portuguese
- Session 4: Programmatic Strategy
- Date: 02/02/2023, Time: 12:00h GMT, Language: Portuguese
- Round Table
- Date: 09/02/2023, Time: 12:00 GMT, Language: Portuguese
Start: 12/01/2023
Method: Virtual Online Live Sessions
Certificate: Digital via Accredible
Price: Free
Promoters: GNI | AMCC
Requirements: Mandatory registration
Level of difficulty: Nascent > Emerging & Emerging > Connected
Courses included in this program
Summary
Publishers will develop an ad strategy, find the right types of ads for their advertising mix, and discover tips on improving the ad experience.
Competences
- See how much can be earnt from AdSense – Using the AdSense calculator to calculate potential earnings from ads.
- Explore different types of ads – Finding the right kind of ads for an organisation’s advertising mix.
- Native Ads Playbook – Using the native ads playbook to learn more about Native ads.
- Tips for building a better ad experience – Understanding the importance of the ad experience and how to optimise it.
- Run the Ad Experience Report – Checking desktop and mobile links to see if a site complies with the Better Ads Standards.
Curriculum
- Ad strategy
- Types of ads
- Ad experience
Time Table
- Day: 12/01/2023
- Time: 12:00h GMT
- Instructor: José Moreno
- Type of learning:Virtual Online Live Session
Summary
Learners will discover how to optimise their site and ads to achieve more views, understand the difference between displaying ads and earning maximum revenue from those ads, and explore strategies to recover lost ad revenue.
Competences
- Ad inventory optimization – Getting the best performance out of an ads stack.
- Opt into opportunities – How to opt into Ad opportunities in Google Ad Manager.
- Increase ad viewability and apply best practices – Making sure ads are in focus and getting views.
- Use the Viewability checklist and demo – Complete the checklist for best practice and see viewability in action with a live demo site.
- Find ways to Recover lost revenue – Recovering lost revenue from users with ad blockers and funding choices.
Curriculum
- Ad Inventory optimisation
- Increase ad viewability
- Programmatic optimisation
Time Table
- Day: 19/01/2023
- Time: 12:00h GMT
- Instructor: José Moreno
- Type of learning:Virtual Online Live Session
Summary
This session will discuss how data can continue to drive and enhance ad strategy, exploring first-party data and options for contextual targeting, as well as the enterprise-level features in Analytics 360.
Competences
- Planning for the changing ads landscape -Understanding the close relationship between data and ads, and the changing role of third-party cookies.
- Focus on contextual targeting – Focusing on the content and audience for a page, rather than depending on third-party cookies.
- How to grow First-party data – Exploring the ever-growing importance of collecting first party data.
- Importance of a single view of the reader – Understanding a single view of the reader and how to achieve it.
- Getting Started with Google Analytics 360 -The advantages of the enterprise-level features in Analytics 360.
Curriculum
- Contextual targeting
- 3rd party cookies
- Anonymized IDs
Time Table
- Day: 26/01/2023
- Time: 12:00h GMT
- Instructor: José Moreno
- Type of learning:Virtual Online Live Session
Summary
This session explores how programmatic advertising has optimised the online advertising space, and how to utilise tools and techniques to simplify the process of advertising.
Competences
- Programmatic Change – How the programmatic landscape is changing.
- Introducing the Hybrid model – Showcasing a more traditional approach to selling ads.
- Programmatic buying options – and how to get started – Understanding the difference between Programmatic guaranteed and private auctions.
- Introducing Display & Video 360 – Using Display & Video 360’s A/B testing framework to evaluate every dimension of a campaign.
- Programmatic funnel options – Exploration of all options in the programmatic funnel.
Curriculum
- Intro to Ad Inventory
- Trading models
- Header bidding
Time Table
- Day: 02/02/2023
- Time: 12:00h GMT
- Instructor: Celso Miranda
- Type of learning:Virtual Online Live Session
Program Directors
Upskill Digital: Global digital skills and transformation agency, empowering people & organisations to succeed through technology.
About the Instructors
José Moreno
José Moreno has a major and master in communication and is currently enrolled in the Comminication Sciences PhD at Iscte-IUL, in Lisbon, researching issues related to digital communication technologies and its impact on the media.
He has worked as a journalist since 1992, as writer, editor-in-chief and editor of several titles of the specialist press. Between 2009 and 2017 we was in charge of digital development at Motorpress Lisbon, preparing and training newsrooms for the use of digital technologies in their work.
He holds the official professional trainers title number CCP F663383/2018 and is a regular trainer at Cenjor, in Lisbon, a center for the training of professional journalists.
Celso Miranda
Celso Miranda has been a journalist for the past decade, focused mainly on science and technology. His career began in a "traditional" print-only magazine as a photojournalist, where he worked until he graduated in journalism. He then got his first taste of a "hybrid" online and print newsroom at Exame Informática. After completing his post-grad in Journalism he then went to work at TVI, where he produced and co-presented "NXT - O Próximo Passo". He also teaches and trains fellow journalists and people from other areas of expertise at "Cenjor" since 2018.