Online Display Advertising: Targeting Options

Discover audience targeting options for effective online display advertising

Targeting your online display advertising helps you focus a campaign or ad group on audiences who meet specific criteria so you can increase visibility and ensure adverts resonate with those who see them.

On this two-week course, you’ll be guided through the range of targeting options and what you need to consider to select the best option for your online display campaign to drive a positive return on investment (ROI) from your ad spend.

Explore the different online display ad targeting options

You’ll explore the range of online targeting available, starting with basic options most commonly used in advertising platforms, such as geographic, demographic, and device targeting. Then you’ll move onto contextual advertising, topic and interest-based targeting, lookalike audiences, and retargeting. You’ll also look at the connection between targeting and ad costs.

Learn to choose the right targeting options to improve ad performance

You’ll learn about automatic targeting, programmatic targeting, and how retargeting can be used to help progress audiences through their online journey. You’ll also explore the future of targeting and the use of artificial intelligence (AI) within platforms.

By the end of this course, you’ll know how to select and make the best use of the wide range of online display targeting options and techniques to drive improved campaign results without irritating your audience.

Learn from industry experts, Target Internet, with The Open University

You’ll benefit from practical training content created by digital experts who have years of experience, having worked with leading brands like the BBC, Sony, Tesco, Vodafone, Mercedes, L’Oreal and Warner Bros.

This course is ideal for those who are interested in gaining an understanding of online display advertising 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 targeting in perspective
• Welcome to the course!
• Targeting options for different situations
• Targeting based on audience or content
• The targeting and ad cost connection
• Week 1 review
• Ad targeting options
• Welcome to the week!
• Interest and device-based targeting
• Retargeting and lookalike audience targeting
• Automatic targeting and artificial intelligence in display advertising
• Week 2 review