1. Assessment Information
A. Purpose of the assessment
This assessment will develop the skills and knowledge required to create display and video advertising campaigns and advertisements (ads) using a variety of platforms to evaluate their impact and performance.
The assessment for this unit is designed to help you gather evidence of your competence against the requirements of the unit of competency. Your evidence may take a variety of forms and must be:
Authentic – your own workValid – related to the competencySufficient – appropriate quantity and qualityCurrent – recent proof of your skills and knowledge
B. Competencies being assessed
Elements
To achieve competency in this unit you must demonstrate your ability to:
Develop a display and video advertising strategyDevelop a budget for display and video advertisingCreate display and video advertising campaignsMeasure success of display and video advertising strategies
Performance Evidence
You must show evidence that you have completed the following tasks:
Created a YouTube video advertising campaign and identified an ad format available for Google’s Video networkCreated a display advertising campaign and identified ad formats available for Google’s Display network.Managed display and video advertising over the length of the campaignReported on the effectiveness of display and video advertising campaign by retrieving and analyzing reports in Google Ads and Google Analytics
Knowledge Evidence
To complete the unit requirements safely and effectively, you must demonstrate knowledge of:
Concepts of display and video marketingTypes of display and video platforms including Google Ads, Facebook, Sizmek, and TubeMogulAdvertising buying mechanisms and psychology, including:Audience insightsBuyer journeysBuyer personasConversion pathsEngagement principlesFrequency and memorabilityProgrammatic advertising principles:ViewabilityAd auctionsAd formatsAd networks & placementsAd blocking technologiesReach and frequency planningCampaign planning for video and display advertising including:conceptsdevelopmentobjectivescampaign analysisAd formats and creation techniques for display and videoCampaign bidding approaches including:CPMvCPMCPVCPCRemarketing advertising techniquesAdvanced programmatic and video advertising techniques:Dynamic Creative Optimization (DCO)Automation and rulesTargeting techniques including audience, contextual, advanced and targeting exclusionCampaign creation and optimization including:Landing page features and requirements and sales functionsBudgeting techniques for fixed term and ongoing projectsKey provisions of legislation, regulations, codes of practice and ethical considerations which impact on display and video advertising, including:The Australian Consumer Law (ACL)Privacy Act 1988 (Cth)Australian Privacy PrinciplesACCC Media Code of ConductAustralian Copyright Act 1968 and Amendment Act 20006Anti-Spam law (Spam Act 2003)Rights and legislation under IP Australia related to domain registration, trade mark and design registrationAd policies set by advertiser platforms, such as Google Ads policiesAustralian Association of National Advertisers (AANA) Code of Ethics.
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