Digital Advertising

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Personalized Digital Advertising

Diaz Nesamoney
Personalized Digital Advertising Book PDF

Author : Diaz Nesamoney
Publisher : FT Press
Page : 293 pages
File Size : 49,8 Mb
Release : 2015-03-31
Category : Business & Economics
ISBN : 9780134031071

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Personalized Digital Advertising by Diaz Nesamoney Pdf

This is the first plain-English, 100% practical guide to supercharged digital advertising personalization: what's here, what's next, and how to make the most of it! Digital advertising and marketing are undergoing a massive, data-driven transformation: practically everything you thought you knew about them is obsolete. In Personalized Digital Advertising: How Data and Technology Are Transforming How We Market, pioneering entrepreneur Diaz Nesamoney demystifies the newest technologies, showing non-technical marketers how to use them to precisely target every message to every individual. First, Nesamoney explores the current state of digital advertising, reviewing best practices for maximizing personalization through long-familiar data and targeting technologies. Next, he introduces powerful recent innovations, presenting new best practices for deepening and extending personalization with: New data management platforms Advanced solutions for offline, mobile, and location data Powerful new ad production and serving technologies Nesamoney then previews emerging disruptive technologies and personalization approaches, from social data to new techniques for anticipating user intent. He concludes by introducing the Digital Advertising Technology Stack: a visual schematic showing how multiple products and technologies come together to radically improve advertising personalization and performance. Personalized Digital Advertising will be an indispensable resource for wide audiences of CMOs and marketing professionals, brand managers, media and creative directors, creative team members, and all students of digital advertising and marketing.

Digital Advertising

Shelly Rodgers,Esther Thorson
Digital Advertising Book PDF

Author : Shelly Rodgers,Esther Thorson
Publisher : Taylor & Francis
Page : 466 pages
File Size : 52,7 Mb
Release : 2017-02-17
Category : Business & Economics
ISBN : 9781317225461

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Digital Advertising by Shelly Rodgers,Esther Thorson Pdf

Digital Advertising offers a detailed and current overview of the field that draws on current research and practice by introducing key concepts, models, theories, evaluation practices, conflicts, and issues. With a balance of theory and practice, this book helps provide the tools to evaluate and understand the effects of digital advertising and promotions campaigns. New to this edition is discussion of big data analysis, privacy issues, and social media, as well as thought pieces by leading industry practitioners. This book is ideal for graduate and upper-level undergraduate students, as well as academics and practitioners.

Digital Advertising

Jeremiah Lynwood
Digital Advertising Book PDF

Author : Jeremiah Lynwood
Publisher : Nova Science Pub Incorporated
Page : 82 pages
File Size : 52,9 Mb
Release : 2014-06-01
Category : Business & Economics
ISBN : 1631177850

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Digital Advertising by Jeremiah Lynwood Pdf

The United States is the worlds largest advertising market. Advertising has been -- and continues to be -- transformed as consumers spend more of their time using electronic devices, such as smartphones and tablet computers, to access digital content of many varieties. This shift has given rise to difficult and novel public policy issues. This book examines some of these issues in the context of the structural shifts that have reshaped the advertising industry over the past decade.

Join Or Die

Patrick Gilbert
Join Or Die Book PDF

Author : Patrick Gilbert
Publisher : Unknown
Page : 344 pages
File Size : 45,7 Mb
Release : 2020-11-16
Category : Electronic
ISBN : 1632217686

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Join Or Die by Patrick Gilbert Pdf

Machine learning and automation are disrupting every industry-Advertising is no exception. The modern digital advertising landscape is dominated by the likes of Facebook and Google Ads, and the traditional optimization levers that PPC managers grew accustomed to are being stripped away and replaced by automated solutions. Google AdWords, as we once knew it, no longer exists. We have officially entered the age of automation, and there's no turning back. In Join or Die, Patrick Gilbert shares how he transformed AdVenture Media into a modern, automation-driven advertising powerhouse. From the failures and mistakes that nearly lost the agency multiple clients and millions in revenue, to the exaltation of successful breakthroughs, Join Or Die is brutally transparent, honest and best of all, practical. Gilbert's writing is replete with specific strategies you'll be able to implement in your own campaigns right away. Gilbert also elucidates how the technology that powers the most profitable campaigns actually works, arming his readers with the knowledge to apply automation and machine learning successfully across the entire spectrum of digital advertising channels. If you follow Gilbert's automation playbook, you'll realize the machine isn't your enemy, but a friend in need of your guidance. But the machine waits for no one. Join, or die.

The Art of Digital Marketing

Ian Dodson
The Art of Digital Marketing Book PDF

Author : Ian Dodson
Publisher : John Wiley & Sons
Page : 614 pages
File Size : 40,5 Mb
Release : 2016-04-04
Category : Business & Economics
ISBN : 9781119265726

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The Art of Digital Marketing by Ian Dodson Pdf

The premier guide to digital marketing that works, and a solid framework for success The Art of Digital Marketing is the comprehensive guide to cracking the digital marketing 'code,' and reaching, engaging, and serving the empowered consumer. Based on the industry's leading certification from the Digital Marketing Institute (DMI), this book presents an innovative methodology for successful digital marketing: start with the customer and work backwards. A campaign is only effective as it is reflective of the consumer's wants, needs, preferences, and inclinations; the DMI framework provides structured, implementable, iterative direction for getting it right every time. The heart of the framework is a three-step process called the 3i Principles: Initiate, Iterate, and Integrate. This simple idea translates into higher engagement, real customer interaction, and multichannel campaigns that extend even into traditional marketing channels. The evolution of digital marketing isn't really about the brands; it's about consumers exercising more control over their choices. This book demonstrates how using this single realization as a starting point helps you build and implement more effective campaigns. Get inside the customer's head with deep consumer research Constantly improve your campaigns based on feedback and interactions Integrate digital activities across channels, including traditional marketing Build campaigns based on customer choice and control Digital marketing turns traditional marketing models on their heads. Instead of telling the customer what to think, you find out what they already think and go from there. Instead of front-loading resources, you continually adjust your approach based on real interactions with real customers every day. Digital marketing operates within its own paradigm, and The Art of Digital Marketing opens the door for your next campaign.

Digital Advertising

Patrick Burgoyne,Daniele Fiandaca
Digital Advertising Book PDF

Author : Patrick Burgoyne,Daniele Fiandaca
Publisher : Lulu.com
Page : 186 pages
File Size : 48,6 Mb
Release : 2010
Category : Business & Economics
ISBN : 9780956608307

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Digital Advertising by Patrick Burgoyne,Daniele Fiandaca Pdf

What did we learn from the 12K banner? Is the big idea dead? What would Bill Bernbach think about digital advertising? Why are the Swedes so bloody good at it? How can you shape the future of digital advertising? Is peep culture the new pop culture? What does the agency of the future look like? All these questions and far more are covered inside Digital Advertising: Past, Present, and Future, a collection of essays from 24 Digital Creative Directors and business leaders. Rory Sutherland, President of the IPA and Vice-Chairman, Ogilvy Group UK describes it as 'An A-list group of authors writing brilliantly and affectionately about the subjects they know best."

Fraud Prevention in Online Digital Advertising

Xingquan Zhu,Haicheng Tao,Zhiang Wu,Jie Cao,Kristopher Kalish,Jeremy Kayne
Fraud Prevention in Online Digital Advertising Book PDF

Author : Xingquan Zhu,Haicheng Tao,Zhiang Wu,Jie Cao,Kristopher Kalish,Jeremy Kayne
Publisher : Springer
Page : 54 pages
File Size : 43,7 Mb
Release : 2017-06-08
Category : Computers
ISBN : 9783319567938

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Fraud Prevention in Online Digital Advertising by Xingquan Zhu,Haicheng Tao,Zhiang Wu,Jie Cao,Kristopher Kalish,Jeremy Kayne Pdf

The authors systematically review methods of online digital advertising (ad) fraud and the techniques to prevent and defeat such fraud in this brief. The authors categorize ad fraud into three major categories, including (1) placement fraud, (2) traffic fraud, and (3) action fraud. It summarizes major features of each type of fraud, and also outlines measures and resources to detect each type of fraud. This brief provides a comprehensive guideline to help researchers understand the state-of-the-art in ad fraud detection. It also serves as a technical reference for industry to design new techniques and solutions to win the battle against fraud.

Digital Advertising

Andrew McStay
Digital Advertising Book PDF

Author : Andrew McStay
Publisher : Red Globe Press
Page : 0 pages
File Size : 41,5 Mb
Release : 2016-10-14
Category : Language Arts & Disciplines
ISBN : 9781137494337

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Digital Advertising by Andrew McStay Pdf

La 4e de couv. indique : "In order to comprehend modern media, we need to understand how advertising works. Digital Advertising provides an assessment of contemporary and emergent advertising techniques that drive the world's largest media companies. The second edition has been fully updated to account for the re-shaped advertising industry and transformed media landscape since the publication of the first edition, taking on topics including the creative uses of technology, novel modes of storytelling, adblocking, the pre-eminence of analytics and big data, privacy, growing interest in data about emotional life, and alarm about the role of artificial intelligence and automation in advertising. Incorporating an increased number of case studies and analyses of campaigns, this timely and engaging text is an essential resource for students, academics and anyone interested in advertising and media."

Digital Signage

Jimmy Schaeffler
Digital Signage Book PDF

Author : Jimmy Schaeffler
Publisher : CRC Press
Page : 296 pages
File Size : 41,7 Mb
Release : 2012-09-10
Category : Language Arts & Disciplines
ISBN : 9781136031540

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Digital Signage by Jimmy Schaeffler Pdf

Digital Signage gives you macro and micro views of the burgeoning digital signage industry. Whether you are looking for new opportunities or to expand your business, with this book you will be able to clearly understand and accurately analyze the developments, trends and projections. As part of the NAB Executive Technology Briefing series, this book features the future impact of the technology across many different industries and platforms. Explanations of hardware such as displays, servers, and PCs, software such as dynamic on-screen content and software management programs, and technologies like systems integrations and network infrastructures are all covered.

Digital Advertising

Andrew McStay
Digital Advertising Book PDF

Author : Andrew McStay
Publisher : Bloomsbury Publishing
Page : 224 pages
File Size : 40,5 Mb
Release : 2017-09-16
Category : Social Science
ISBN : 9781137494351

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Digital Advertising by Andrew McStay Pdf

This core textbook addresses structural change in the advertising industry, its legal and political environment, and the ways in which people engage with advertising. Providing an assessment of the contemporary and emergent advertising techniques that drive the world's largest media companies, this second edition charts the scope of recent change at both analytical and creative levels. Accounting for a re-shaped advertising industry, this key text introduces the reader both to the practical make-up of digital advertising, and the theory needed to understand its history and future direction. Succinct and accessible, this is an ideal text for undergraduate courses in advertising, media studies, communications and marketing. This timely and engaging book is also an essential resource for academics and anyone interested in advertising and what funds modern media. New to this Edition: - Fully updated to account for the re-shaped advertising industry and transformed media landscape since the publication of the first edition - Added coverage of topics including: the creative uses of technology, novel modes of storytelling, adblocking, the pre-eminence of analytics and big data, privacy, growing interest in data about emotional life, and alarm about the role of artificial intelligence and automation in advertising - Increased number of case studies and analyses of campaigns

Mastering Digital Advertising

Edwin Cano
Mastering Digital Advertising Book PDF

Author : Edwin Cano
Publisher : Edwin Cano
Page : 93 pages
File Size : 45,7 Mb
Release : 2024-05-13
Category : Business & Economics
ISBN : 8210379456XXX

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Mastering Digital Advertising by Edwin Cano Pdf

"Mastering Digital Advertising: Strategies and Tactics for Successful Campaigns" is a comprehensive guide that provides step-by-step instructions on how to set up clear goals and objectives for digital advertising campaigns. The book is divided into seven chapters that cover different aspects of using Digital Advertising. Chapter 1: Understanding Digital Advertising This chapter provides an introduction to digital advertising, including its various forms and the key players involved. It also explains the different metrics and KPIs used to measure the success of digital advertising campaigns. Chapter 2: Developing a Digital Advertising Strategy This chapter covers the importance of setting clear goals and objectives for digital advertising campaigns. It explains the key elements of a digital advertising strategy, including target audience, messaging, budget, and channels. It also provides tips on how to develop a creative concept that resonates with the target audience. Chapter 3: Targeting and Audience Segmentation This chapter focuses on the different types of targeting available in digital advertising and how to identify and segment target audiences based on their interests, behaviors, and demographics. It also covers how to use data and analytics to optimize targeting and segmentation. Chapter 4: Creating Effective Ad Campaigns This chapter covers the key elements of effective ad campaigns, including headline, copy, visual elements, and call-to-action. It also provides best practices for designing and optimizing landing pages that drive conversions. Chapter 5: Managing Digital Advertising Campaigns This chapter covers the key steps involved in managing digital advertising campaigns, including planning, execution, monitoring, optimization, and reporting. It also provides an overview of the different tools and platforms available for managing campaigns. Chapter 6: Measuring and Analyzing Campaign Performance This chapter focuses on how to measure the success of digital advertising campaigns using various metrics and KPIs. It explains how to use data and analytics to identify areas for improvement and optimize campaign performance. It also covers best practices for reporting on campaign performance to stakeholders. Chapter 7: Emerging Trends and Future of Digital Advertising This chapter covers the latest trends and innovations in digital advertising, including AI, machine learning, and programmatic advertising. It also explores the potential impact of emerging technologies and trends on the digital advertising landscape. Finally, it covers the skills and knowledge that modern marketers will need to stay ahead of the curve in digital advertising. Conclusion: The conclusion provides a summary of the key takeaways from the book, highlights the importance of staying up-to-date with the latest trends and best practices in digital advertising, and encourages readers to continue learning and experimenting with digital advertising to achieve their marketing goals.

Handbook of Research on Digital Media and Advertising: User Generated Content Consumption

Eastin, Matthew S.,Daugherty, Terry,Burns, Neal M.
Handbook of Research on Digital Media and Advertising User Generated Content Consumption Book PDF

Author : Eastin, Matthew S.,Daugherty, Terry,Burns, Neal M.
Publisher : IGI Global
Page : 768 pages
File Size : 47,8 Mb
Release : 2010-07-31
Category : Business & Economics
ISBN : 9781605667935

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Handbook of Research on Digital Media and Advertising: User Generated Content Consumption by Eastin, Matthew S.,Daugherty, Terry,Burns, Neal M. Pdf

"This book bridges the gap between professional and academic perceptions of advertising in new media environments, defining the evolution of consumerism within the context of media change and establishing the practical issues related to consumer power shifts from supplier to user"--Provided by publisher.

Digital Marketing Fundamentals

Ivan Bosnjak
Digital Marketing Fundamentals Book PDF

Author : Ivan Bosnjak
Publisher : Ivan Bosnjak
Page : 49 pages
File Size : 48,5 Mb
Release : 2024-05-13
Category : Business & Economics
ISBN : 9798394997303

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Digital Marketing Fundamentals by Ivan Bosnjak Pdf

In this fast-paced digital age, a strong online presence is essential for any business to thrive. But with so many platforms and strategies available, it can be overwhelming to know where to start. That's where Digital Marketing Foundations comes in. This comprehensive guide takes you through the fundamental principles of digital marketing, from building a website to creating a social media strategy. With step-by-step instructions and real-world examples, you'll learn how to: • Develop a brand identity that resonates with your target audience • Optimize your website for search engines to drive traffic • Craft compelling content that engages your customers • Utilize social media to build a loyal following • Measure your success and refine your strategy for maximum impact Whether you're a small business owner or a marketing professional, Digital Marketing Foundations will provide you with the knowledge and tools you need to build a successful online presence. Start building your digital marketing strategy today and watch your business grow!

Digital Marketing Analytics

Chuck Hemann,Ken Burbary
Digital Marketing Analytics Book PDF

Author : Chuck Hemann,Ken Burbary
Publisher : Que Publishing
Page : 298 pages
File Size : 45,6 Mb
Release : 2018-04-23
Category : Business & Economics
ISBN : 9780134998657

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Digital Marketing Analytics by Chuck Hemann,Ken Burbary Pdf

Distill Maximum Value from Your Digital Data! Do It Now! Why hasn’t all that data delivered a whopping competitive advantage? Because you’ve barely begun to use it, that’s why! Good news: neither have your competitors. It’s hard! But digital marketing analytics is 100% doable, it offers colossal opportunities, and all of the data is accessible to you. Chuck Hemann and Ken Burbary will help you chop the problem down to size, solve every piece of the puzzle, and integrate a virtually frictionless system for moving from data to decision, action to results! Scope it out, pick your tools, learn to listen, get the metrics right, and then distill your digital data for maximum value for everything from R&D to customer service to social media marketing! Prioritize—because you can’t measure and analyze everything Use analysis to craft experiences that profoundly reflect each customer’s needs, expectations, and behaviors Measure real digital media ROI: sales, leads, and customer satisfaction Track the performance of all paid, earned, and owned digital channels Leverage digital data way beyond PR and marketing: for strategic planning, product development, and HR Start optimizing digital content in real time Implement advanced tools, processes, and algorithms for accurately measuring influence Make the most of surveys, focus groups, and offline research synergies Focus new marketing investments where they’ll deliver the most value • Identify and understand your most important audiences across the digital ecosystem “Chuck and Ken lead marketers clearly and efficiently through the minefield of digital marketing measurement. And they do so with a lightness of touch and absence of jargon so rare in this overhyped, much-misunderstood ecosystem.” — Sam Knowles, Founder & MD of Insight Agents; author of Narrative by Numbers: How to Tell Powerful & Purposeful Stories with Data

Digital Media Effects

W. James Potter
Digital Media Effects Book PDF

Author : W. James Potter
Publisher : Rowman & Littlefield Publishers
Page : 265 pages
File Size : 41,7 Mb
Release : 2021-01-20
Category : Social Science
ISBN : 9781538140024

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Digital Media Effects by W. James Potter Pdf

People have always depended on the mass media for information and entertainment. With mobile devices and easy access to the internet, people are now in constant connection with an ever growing source of information and entertainment and they contribute their own content to those sources through social media. As their media usage shifts towards digital media with their immediacy, interactivity, and intrusiveness, the way media affects people has fundamentally changed. Digital Media Effects focuses on those changes in media effects. While the author acknowledges the findings from the very large literature of effects from exposure to traditional media. Expanding from traditional media effects studies, this book focuses attention on the kinds of effects that have arisen in the new digital age.