Paid Media is now part of the PR mainstream, as increasingly we have to pay to gain access to online audiences. We’ve become advertisers almost by accident and as a result can now gain a holistic view of activity that was often siloed in separate departments.

This is no bad thing; it means we can better target audiences and guarantee eyeballs according to interest, location and demographic. It’s also measurable, but the creative and calls-to-action have to be appealing.

The rise of Paid Media in PR provides revenue opportunities and also potentially improved results.

In this webinar, we will cover:

• Where Paid Media fits into planning, alongside Earned, Shared and Owned Media (often referred to as the ‘PESO model’)
• Jargon busting
• Planning for Paid Media: The journey, design and wording
• A/B testing
• Platform-specific ad options, including
• Facebook
• Twitter
• LinkedIn
• Instagram
• Google Ads
• Video placement
• Native advertising
• Affiliate marketing
• Tagging and tracking
• Content discovery platforms
• Ad management (Demand-side Platforms)

Who should attend?
Anyone who has an interest in how Paid Media could help them increase the reach and effectiveness of their online content campaigns.

Type: Webinar

Level: Intermediate

Trainer: Chris Lee MPRCA