This spring, I had the opportunity to teach an undergraduate course at UGA on Digital Advertising. This blog post is the beginning of a series of posts on some of the topics covered in that course.
First of all, what is Digital Advertising? Every time I told someone what I was teaching at UGA, it was followed by that question - even from people in the ad industry. To be honest, there is no easy definition. For my class, we defined digital advertising as ads that appear on network supported platforms - basically advertising on mobile phones, the Internet, in social media, etc.
Now that we have a loose definition, let's talk more specifics. There are several different platforms where digital ads appear and many different types of ads within each platform. For example, online advertising encompasses display ads, sponsorships, video ads, and much more. Over the next few weeks, I want to talk in-depth about the different platforms and the different types of advertising available in each. In the mean time, if you're hungry for more on digital, let me suggest this article from Fast Company on the future of advertising.
With graduation on the horizon, I've been contemplating my next steps for my career. Costa Creative will definitely be a cornerstone in what I plan to do next, but, as I am always the into more than just one thing, I've been weighing my options for my side project. Should I dabble in a side business, take on a charitable cause, or perhaps find a local adjunct position and teach a class or two. While studying for my Masters comprehensive exams, the answer came to me -- or rather fell in my lap. One of my professors from last fall contacted me to see if I would be interested in teaching a new class offered at UGA this spring, Digital Advertising. Well, of course my answer was yes! How often does a newly graduated masters student get the opportunity to teach at the University of Georgia, in a department ranked 10th in the nation for Advertising? While I don't know the answer to that question, I do know that I'm so excited to teach this course. I guess after doing a few papers on advertising on mobile devices, using social media for advertising, etc. the word got around that I was interested in all of these things that comprise digital advertising.
So, you may be asking yourself, what exactly is digital advertising? Good question. There are several definitions floating around, but the one I like the best is from Madison Multimedia Ltd, based in the UK. They define digital advertising as follows...
"Digital advertising refers to any advertising that is created and displayed using computer technology primarily based around the world wide web, such as digital radio, digital video and advertising online, which could involve branded computer games, sponsored or advertising on websites in a number of ways, and branded or targeted communication (email)."
Basically, digital advertising is changing and expanding every day, and my job is to help undergraduates (and myself) understand how to harness this beast and use it to help their clients. It's such a great challenge, and I'm looking forward to getting my syllabus together and diving in.
If you know any Advertising or PR students at UGA, tell them to sign up for ADPR 5990 this spring! It's going to be a great class!
There's something in the air in August. Perhaps it's due to kids going back to school or the end of summer vacations or the allure of fall, but people want to get to work. July was pretty quiet for Costa Creative, but now that August is here - and almost gone - my phone is ringing like crazy! So, here's the run down on the projects we've been working on lately...
Joe Costa & Associates
JC&A, an independent insurance agency in Athens, GA, had been getting along with their website for the last seven years or so, but decided it was time for an update. As an insurance agency, it's important that their site is user-friendly and allows visitors to get quotes online. Costa Creative was able to provide them with a website that offers a consistent look throughout to strengthen their brand as well as a site that's easy to update and add new information. You can see the site for yourself at www.costainc.com.
After launching their new site, JC&A wanted to address another issue - their Search Engine Optimization (SEO). Since their previous website was built in Flash, search engines didn't recognize it. JC&A wanted to kickstart by using search advertising through Google and Bing. Search advertising is a great way to target your potential customers where they are with a minimal investment. JC&A was even able to utilize advertising co-op dollars through one of the insurance agencies they represent. While their ads are pending approval from the co-op company, JC&A is looking forward to watching the results of their efforts. I'll provide an update soon!
Project ADAM is a non-profit drug and alcohol rehabilitation program based in Winder, GA. They are able to accomplish amazing things for their residents and the Winder community on a shoe-string budget. Project ADAM approached Costa Creative with a need - a website that covered all the different things they do, but was easy to update. We were able to respond and build a custom-designed website on a blog host that looks great and allows them to go in and make changes as they need to. It was a pleasure to work with them and learn about how they change the lives of the men and young people seeking help from addictive disease. To view their website or learn more about Project ADAM and how your can help, visit www.projectadam.org.