Digital Media Sales Academy

Exercise 5: Getting your campaign data on track

Marketers will need certain types of data from your campaign. The starting point is to track the number of impressions, clicks and unique viewers. But in the world of Web 2.0, social networking and brand engagement, this is all changing. As an exercise, think about the data you offer, the breadth of data and the quality and robustness of the data. Then think about the way analytics is changing, and if you'd like more ideas then watch one of our videoed Digital Analytics Academy lectures here http://www.digitaltrainingacademy.com/analytics/.

Exercise 4: Media targeting – getting the balance right

Read back through your media targeting notes.

Reflect on how increasing the targeting affects the volume of inventory. Consider whether your pricing needs to change, and look at the overhead of work on your team. Consider the revenue implications of different targeting techniques.

Need more information? Ask our Academy Managers about Digital's Online Advertising Operations Academy.

Exercise 3: Media planning – choosing the right formats

Read back through your media planning notes and reflect on our tips for selecting the right formats for your business to use. As media owners, it's key to get the format selection opportunities just right. Get those basics right by putting in place solid standard procedures, but look for ways to retain flexibility and creativity for the clients who need more.

Need more information? Ask our Academy Managers about Digital's Media Planning Academy.

Exercise 2: Media planning audits

Read back through your media planning notes and reflect on our tips for media sales teams. Discuss with your colleagues how your company would score; look for areas to improve your effectiveness.

Exercise 1: Getting the pitch right

Using our Tipping Point model, look for ways you can segment your online advertising buyers into those who are more advanced, less advanced and somewhere in the middle. Follow our exercise sheet and divide your clients into these groups, considering the right tools for each advertiser. Look for how you'll vary your pitch; this will boost your conversion rates.