Marketers who want to learn how to utilise big data to create relevant advertising content have been offered an opportunity to explore the ad-tech space through free monthly classes offered by ad-tech company Popimedia.
The Ad-Tech Academy was recently established by Popimedia with the aim of exploring the critical role of intertwining advertising and technology to optimise marketing campaigns and achieve targeted performance for brands.
Gil Sperling, CTO of Popimedia, says through the academy, the students will learn the fundamentals of fusing media, technology and advertising - the perfect trifecta to maximise brand exposure across social and digital media platforms.
"We aim to demonstrate to marketers the opportunities social and digital media offer to their brands, and the role ad-tech plays in realising reach, and achieving extraordinary return on investment (ROI).
He adds the ad-tech industry is still largely misunderstood due to the barriers of the rapid sea-change in media.
"The online advertising environment can be confusing and we have often encountered barriers when entering marketing departments.
"We understood that these barriers were as a result of the complexity of the new media landscape and we wanted to address that with the academy," says Sperling.
He points out this allows the attendees to gain an understanding of the various media channels and how they work, which will in turn allow them to gain the best results for their brands and how to optimise ad spend across digital platforms to gain rapid and significant ROI.
Sperling stresses the critical role of content as everything today is technology and data driven, adding it's vital for business to know how to best utilise tech and data at their disposal.
This data and technology, argues Sperling, allows organisations to understand online campaigns using the omni channel to achieve targeted performance for brands. He explains the results and insights offered by technology can further deliver value to brands, allowing them to develop a more profound interaction with their consumer base.
"We've learnt that you never slap a consumer in the face with your brand and related content rather, answer their need, and feed their interest.
"Once you've understood that content is consumed very differently across different channels, you can cater precisely for your audience and offer them value," he explained.
The ad-tech industry is unique in the media world as it allows delivery of the right content, to the right person, in the right moment, noted Sperling.
He adds the Ad-Tech Academy will deconstruct the complexity of online ad spend to help marketers attain results.
"We are sharing what technology can achieve, how you understand and utilise the reams of data available to help businesses create relevant content as relevant content translates into measurable, meaningful connections for brands," he explained.
The Adtech Academy classes are open to all members of the public; classes take place in the first week of every month at the Popimedia offices in Melrose, Johannesburg.
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