Description
Who it’s for: Anyone who has to answer for a marketing number and wants to answer one question properly: How many of the people who see your ad actually engage with it?
What happens in it: Watch the idea unfold: an ad that invites people in, the showings that pass unnoticed, and the number that counts who accepted. In Your call you make the decisions in a real case: we are three weeks into a six-week rich media campaign for our new hybrid model, running on three premium publisher placements. Mason, our media analyst, pulls the mid-flight report: 1,800,000 impressions so far, 16,200 interactions, an average dwell time of 2.4 seconds, and 45% of the budget still to spend. Then, in the boardroom, you make the case to Franklin, the marketing director, in three questions.
How it works: five scenes in about 35 minutes: the data film, the lesson, Your call, practice with fresh numbers that mark themselves, and the boardroom. Finish all five for your certificate. It is course 4 of 4 in the Social and video season of the Marketing series.
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