Subscribe to Digital FastTrack Now Sign up for a FREE Digital FastTrack demo

Digital FastTrack on-demand internet media and marketing course

Digital FastTrack's Buying & Selling Digital Media: understanding the process and players

Learning Objectives for this on-demand digital media training module

The objective of this module is to give you an understanding of the process and players involved in buying and selling digital media as a first step in preparing competitive solutions.

By the end of this digital media training module, will be able to:

• Explain how the process of buying or selling online/digital media is different from other media channels.
• Calculate pricing for basic online advertising products.
• Describe the process of buying and selling digital media.

Buyers and sellers of advertising alike face challenges as online media evolve.

Things such as speed of change, time pressures, new competitors, as well as evolving organisational structures within agencies and media companies, along with inconsistent knowledge and experience levels, affect both sides of the equation.

The digital agency and supplier landscape is overly complicated, with an abundance of media and ad format choices, with no standard practice as to how either buying or selling organisations are structured.

Agency structures vary from those where the digital planning and buying is done by the same teams that plan and buy other media to digital agencies where only interactive media is planned and bought, and everything in between.

It’s the “everything in between” which causes the most angst on the part of sellers. For those who sell digital media only, it’s fairly straightforward - find the planner/buyers within the agency who speak your language. It gets more complicated for the sellers who are pitching cross-platform solutions - they need to sort through who to call on – the “traditional” planner/buyers or the digital guys, or both, or someone higher on the foodchain within the agency, or should they call on the client direct? Unfortunately there isn’t one right answer. This module will take you through the buying and selling landscape as well a common pricing models for online advertising.

Topics include:

• Organisational structures
• The major digital media channels
• Who’s buying and selling?
• Interactive media tour – an overview of the range of digital media sellers (from ad networks to portals, search, and mobile providers)
• Choosing channels activity
• Pricing models
• Rate card activity
• The planning/buying process
• The selling process
• Buyer activity
• Seller activity

Digital Chameleon’s FastTrack series is made up of eight on-demand digital media and marketing training modules that help you transition your media and marketing skills to digital – taken online, at your own pace, at your own computer. 

Taken together, the eight modules are the equivalent our full day Introduction to Digital Media course - which you’ll have access to for 90 days. Or, you can subscribe to individual modules, each with 30-day access.

Is Digital FastTrack right for you?

It's for marketers and agency staff who need to know how to develop, manage, and track the performance of internet marketing and online advertising campaigns. Advertising sales reps, sales management, publishers, marketing, and business development staff who sell or support online ad sales. Whether you’re transitioning a current role, or looking to develop a career in the fast growing digital media and marketing sector, Digital FastTrack is your first step.

What will you gain?

With our digital media and marketing training courses, you’ll gain confidence in discussing, preparing, and evaluating digital media options and recommendations.  You’ll be better equipped to approach integrated programs. You’ll be more confident discussing online options without having a “digital expert” in the room. You’ll be skilled in the fastest growing media sector.