Online ExpertTrack in Business & Management

Online Display Advertising

Gain the skills to create, manage and optimise successful online display advertising campaigns that deliver results.

Created by

The Open UniversityThe Open University

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In collaboration with

Target InternetTarget Internet

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Learn to plan, implement and measure online display advertising campaigns

Online display advertising can be a highly targeted and effective channel to promote your business or brand to potential customers who are browsing the internet, from watching YouTube and shopping, to checking their email and using apps.

Put simply, online display advertising is a digital marketing tool to place ads in front of targeted audiences. It’s based on traditional display advertising – where ads are placed in newspapers and magazines, on billboards and interactive display units – but adapted for the online setting.

On this ExpertTrack, you’ll explore how to plan, implement and measure high-performing online display advertising campaigns. You’ll learn what it takes to get the right message in front of the right user, in the right place, and at the right time. What’s more, you’ll discover how the combination of these factors is what makes display advertising an impactful channel.

Create high-performing online display advertising campaigns that deliver business objectives

Over eight weeks, you’ll discover how to use online display advertising successfully across each stage of the user journey. You’ll be introduced to the essential building blocks, including tools, proven techniques and metrics, and common pitfalls of online advertising. You’ll also learn how to create display campaigns that are not disruptive or annoying for your target audience.

You’ll learn about setting objectives, the range of formats and creative options you can use, and the importance of selecting the right audience targeting. To ensure you can understand your advert’s effectiveness, you’ll learn how to measure performance using advertising platform and web analytics, and use data and insights to optimise campaigns. You’ll also look at the technical considerations that can improve the effectiveness of your adverts.

Develop in-demand digital skills and knowledge

By looking at best practices in online display advertising, you’ll reflect on what you can learn from award-winning industry examples and gain the practical skills you need to support your organisation and progress your career in digital marketing.

By the end of this ExpertTrack, you’ll be able to plan online display advertising campaigns across a range of networks using effective creative. You’ll know how to use the Google Display Network and display insight tools, interpret analytics reports, and improve your campaigns to deliver better return on investment (ROI).

Keep your skills up to date with learning created by digital marketing experts

You’ll learn with industry experts Target Internet, who have more than two decades of experience in planning and implementing digital campaigns for high profile brands including the BBC, Sony, Tesco, Vodafone, Mercedes, L’Oreal and Warner Bros. Lead Educator, Daniel Rowles, is the voice behind the Digital Marketing Podcast and is an award-winning author in the field.

It’s recommended that you take the courses in this ExpertTrack in the order presented to develop your knowledge effectively.

Industry statistics

  • Median base salary

  • UK job openings/month


Key skills you will learn

  • Plan user-centric online display campaigns
  • Use online display insights tools
  • Use the Google Display Network
  • Optimise online display campaigns
  • Use audience and content- based targeting effectively
  • Interpret and analyse ad platform and web analytics reports
  • Use creativity in campaigns
  • Use retargeting and lookalike audiences

Learning outcomes

By the end of the ExpertTrack, you’ll be able to...

  • Explore and plan online display campaigns across a range of networks
  • Produce online display campaigns using effective creative
  • Interpret online display advertising analytics reports
  • Improve online display campaigns using analytics data

Experience required

This ExpertTrack is ideal for anyone who would like to build their confidence in online display advertising. You don’t need any prior knowledge to join, although any work experience will help contextualise and enhance your learning.

Whether you are a beginner or have some understanding of display advertising in practice, each course is clearly explained in a way that’s suitable for all levels.

Getting started

This ExpertTrack will help anyone who would like to plan and implement online advertising campaigns.

The courses are suitable for those who want to grow their career in digital marketing, whether they are new to the field and want to build their knowledge; traditional marketers and communicators who would like to accelerate their digital skills; or more experienced marketers who want to cement their knowledge and keep their skills up to date.

The content has a global focus and the skills you learn can be applied to a wide range of marketing roles in diverse sectors and organisations.

ExpertTrack course overview

Prove you're job ready

Highlight the new, job-relevant skills you’ve gained and supplement existing qualifications with a hard-earned, industry-specific digital certificate – plus one for every course within your ExpertTrack.

  • Learn the latest in your chosen industry or subject.
  • Complete each course and pass assessments.
  • Receive certificates validated by the educating organisation.
  • Impress employers with learning outcomes you can add to your CV.
  • Make your career dreams a reality.

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How ExpertTracks work

Join an ExpertTrack to master new skills in your chosen specialist area. Work through a series of topic-focused courses at your own pace, and pass the final assessment to earn a digital certificate award which proves your expertise.

Join a free 2-day trial

Decide if the ExpertTrack is right for you with free access to the full suite of courses and assessments for a week.

Keep learning for $39/month

Pay a monthly subscription fee of $39 for as long as it takes you to complete the ExpertTrack. You can learn at your own pace and cancel at any time.

Earn digital certificates

Receive a certificate for every completed course and pass the final assessment to earn a digital certificate.

Become an expert

Use your specialist training to progress further in your career or build expertise in areas you’re passionate about.

World-class learning with The Open University

As the UK’s largest university, The Open University (OU) supports thousands of students to achieve their goals and ambitions via supported distance learning, helping to fit learning around professional and personal life commitments.

  • Established

  • Location

    Milton Keynes, UK
  • World ranking

    Top 510Source: Times Higher Education World University Rankings 2020

This ExpertTrack is in collaboration with Target Internet

Target Internet delivers digital marketing training to the world’s leading organisations, as well as building online learning that is used in over 100 countries worldwide.

Meet your instructor

MD - helping upskill the world's leading organisations in Digital Marketing & Digital Transformation.

Host of the Digital Marketing Podcast, a global top 20 business podcast.

Learning on FutureLearn

Your learning, your rules

  • Courses are split into weeks, activities, and steps to help you keep track of your learning
  • Learn through a mix of bite-sized videos, long- and short-form articles, audio, and practical activities
  • Stay motivated by using the Progress page to keep track of your step completion and assessment scores

Join a global classroom

  • Experience the power of social learning, and get inspired by an international network of learners
  • Share ideas with your peers and course educators on every step of the course
  • Join the conversation by reading, @ing, liking, bookmarking, and replying to comments from others

Map your progress

  • As you work through the course, use notifications and the Progress page to guide your learning
  • Whenever you’re ready, mark each step as complete, you’re in control
  • Complete 90% of course steps and all of the assessments to earn your certificate

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Start learning today - free 2-day trial

After your free trial you can:

  • Pay $39 per month to keep learning online
  • Have complete control over your subscription; you can cancel any time
  • Work at your own pace and set your own deadlines at every stage
  • Only pay while you’re learning; the subscription will cancel automatically when you finish
  • Complete online assessments to test your knowledge and prove your skills
  • Earn digital course certificates and a final award that you can share online, with potential employers, and your professional network
  • Keep access to the content of courses you complete even after your subscription ends


ExpertTracks are a series of online courses designed to help you master new skills in specialist areas. You pay a monthly subscription fee which includes access to all courses within the ExpertTrack, as well as assessments and the final digital certificate.

Each ExpertTrack comes with a 2-day free trial period. You may cancel your subscription at any time and your subscription will automatically cancel when you finish the courses and assessments in your chosen ExpertTrack.

Yes. All of our ExpertTracks come with a 2-day free trial. You may claim one free trial period per ExpertTrack.

You have two days before you will be charged your first monthly subscription fee. When you join an ExpertTrack you automatically receive a 2-day free trial period. You can cancel at any time during the trial period and no payment will be taken from your account.

Please see our full refund policy here.

No, all of our ExpertTracks consist of fully online courses. This means you can take an ExpertTrack from anywhere in the world.

No. ExpertTracks are designed for you to master new skills in a specialist area. You will earn a digital certificate that proves your learning, but it does not carry accreditation.

If you’re looking for certified or accredited courses, many of our microcredentials offer university credit or professional certification.

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