La compra program谩tica naci贸 como una tendencia hace unos a帽os y hoy es el coraz贸n de las estrategias digitales, tanto de Display como de Video. Ha generado una disrupci贸n en la planificaci贸n digital, dejando a los medios tradicionales en segundo plano y d谩ndole protagonismo a las audiencias. Enfocado en el uso de la data, la compra program谩tica es la clave hacia la maximizaci贸n de resultados.
Compra program谩tica de medios: Publicidad online en tiempo real
Compra program谩tica de medios: Publicidad online en tiempo real
This course is part of Marketing Digital Specialization
Instructor: Andr茅s Mociulsky
9,116 already enrolled
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Gain insight into a topic and learn the fundamentals.
4.7
(183 reviews)
Beginner level
No prior experience required
Flexible schedule
Approx. 11 hours
Learn at your own pace
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Assessments
8 assignments
Taught in Spanish
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This course is part of the Marketing Digital Specialization
When you enroll in this course, you'll also be enrolled in this Specialization.
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There are 4 modules in this course
隆Bienvenido al primer m贸dulo del curso! Al finalizar la semana podr谩s entender a qu茅 nos referimos cuando hablamos de Compra Program谩tica. Sabr谩s c贸mo surgi贸 y podr谩s reconocer c贸mo es el ecosistema dentro de este entorno, entendiendo el rol que cumple cada jugador en el mapa. Adem谩s, te ayudaremos a identificar las principales ventajas de esta modalidad de compra tanto para los anunciantes como para los medios.
What's included
6 videos3 readings2 assignments1 peer review3 discussion prompts
Al finalizar este segundo m贸dulo, ser谩s capaz de identificar las posibilidades que te ofrecen los 3 tipos de data que existen en el mercado. Entender谩s c贸mo aplicar cada una de ellas y las ventajas estrat茅gicas que aportan dentro de tus estrategias. Finalmente, comprender谩s c贸mo los proveedores de data se incorporan al ecosistema de Compra Program谩tica. Al terminar la semana, podr谩s armar una estrategia de comunicaci贸n orientada a resultados basada en los 3 tipos de audiencia.
What's included
6 videos1 reading2 assignments1 peer review2 discussion prompts
Ya est谩s acerc谩ndote a la 煤ltima semana del curso. Al finalizar esta semana tendr谩s las herramientas para definir correctamente las m茅tricas que definir谩n el 茅xito de tus campa帽as digitales. Entender谩s por qu茅 el tipo de compra correcta es por CPM y a qu茅 nos referimos cuando hablamos de DCO. Al concluir la semana, podr谩s planificar una campa帽a con objetivos de negocio tangibles aplicando los conocimientos que venimos trabajando en la totalidad del curso.
What's included
6 videos1 reading2 assignments1 peer review2 discussion prompts
隆Felicitaciones por haber llegado hasta ac谩! En este m贸dulo viajaremos al futuro para ver hacia d贸nde se dirige la industria. Veremos c贸mo funcionar谩 la Compra Program谩tica en TV, v铆a p煤blica, radio y prensa. Adem谩s, repasaremos t贸picos que son tendencia en el mercado global como AdBlocking, Fraude y Viewability para entender c贸mo afectan a esta modalidad de compra. Al terminar la semana, sabr谩s c贸mo desarrollar estrategias de largo plazo para tu organizaci贸n pensando en el alcance que tendr谩 Programmatic en el futuro. Adem谩s, resolver谩s problemas contempor谩neos que sufre la industria digital
What's included
6 videos1 reading2 assignments1 peer review3 discussion prompts
Instructor
Instructor ratings
4.9 (28 ratings)Offered by
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Universidad Austral
Universidad Austral
Universidad Austral
Universidad Austral
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Showing 3 of 183
MC
5
Reviewed on Nov 21, 2017
Bastante bueno el curso como introducci贸n y para entender como es que funciona la compra program谩tica y por qu茅 es la l铆nea que marca el futuro de la publicidad.
MM
5
Reviewed on Apr 13, 2019
Excelente curso, super recomendado, no debe faltarle a qien desea hacer publicidad online.
ML
5
Reviewed on Feb 1, 2021
Interesante manera de ver desde otro punto de vista como los clicks en realidad no son tan importantes como las conversiones.
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