Fundamentals of Digital Media Buying for Marketers

This half-day training introduces marketing teams to emerging digital media channels—Programmatic Digital Out-of-Home (pDOOH), In-Game Advertising, and Augmented Reality/Virtual Try-On (AR/VTO). Participants will gain an understanding of how these channels differ from traditional and mainstream digital platforms, where they fit in the customer journey, and how to leverage them for awareness, engagement, and conversion. Through case studies and practical frameworks, the program equips marketers with the knowledge to integrate experimental media buying into a holistic strategy for measurable and sustainable impact.

By the end of this training, participants will be able to:

• Understand the concepts and strategic value of pDOOH, In-Game Ads, and AR/VTO.
• Map each channel to the customer journey stages (Awareness, Consideration, Conversion, Loyalty).
• Define campaign objectives and success factors for experimental digital media.
• Identify relevant KPIs and measurement approaches, such as impressions, QR scans, engagement rate, VTR, and conversion lift.
• Plan and evaluate integrated media buying strategies that combine traditional, digital, and experimental channels.