Online Display Advertising: Formats and Creative

Learn to make best use of formats and creative to appeal to your target audience

The best online display advertising campaigns use a combination of formats and creative for different situations.

On this two-week course, you’ll learn how to make the best use of the online advertising formats and creative options available to make your ads relevant and appealing to your target audience.

Discover how to use different online display ad formats in a variety of situations

You’ll learn about image, video, and mobile formats, from clickable banners to expandable ads, interstitial full-screen displays, and video ads. You’ll look at various creative options, best practices, and what to consider when selecting your format, including the Internet Advertising Bureau (IAB) and standard ad sizes, and app-specific ad formats.

You’ll also learn about advertising on websites and third-party apps using app-specific platforms or networks like the Google Display Network, plus the technical factors you need to consider, such as load time and file sizes.

Explore best-practice ad format creative examples

Looking at best practice in online advertising, you’ll reflect on what you can learn from successful creative examples. You’ll consider the variety of sizes, whether to display images with or without animation, and how to create display campaigns that are not disruptive or annoying for your target audience.

By the end, you’ll know about the formats and options available including which ones are best to use and when, and the technical factors you need to think about to maximise the impact of your online display campaigns.

Learn from digital marketing experts, Target Internet with The Open University

This course is designed by experts who keep up to date with the latest trends, providing expertise to brands such as the BBC, Sony, Tesco, Vodafone, Mercedes, L’Oreal and Warner Bros.

This course is ideal for those who are interested in increasing their understanding of online display advertising marketing as part of their overall approach to digital marketing.

It will be of particular interest to anyone wishing to further their studies and practical knowledge of marketing, communications, and business.

• Online display advertising formats in perspective
• Welcome to the course!
• Display formats for different situations
• Ad standards
• Technical factors and load time
• Week 1 review
• Ad format creative options and best practice examples
• Welcome to the week!
• Graphical ad formats
• Video ad formats
• Mobile ad formats
• Creative best practice examples
• Week 2 review