Digital Sustainability: Crafting Eco-Friendly Ad Campaigns
Introduction
Welcome to Digital Sustainability: Crafting Eco-Friendly Ad Campaigns! In this course, you will learn how to create sustainable digital advertising campaigns for screens. You will learn to develop climate-neutral, resource-efficient digital advertisements without relying on printed materials. The curriculum covers sustainable product promotion, zero-pollution strategies, and design innovation techniques. Let’s get started and explore what’s in store!
Index
Contents
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Digital Sustainability: Crafting Eco-Friendly Ad Campaigns
Module 1: Printed Vs Non-Printed Mediums
This module offers a brief overview of the historical progression from traditional print media to digital media. It emphasises important milestones and pivotal moments that have influenced the shift in media consumption. The module explores technological advancements, evolving consumer behaviours, and the influence of digital platforms on the media industry.
Key Topics
- Historical Progression from Print to Digital Media
- The Impact of Digital Media on Advertising
- Benefits of On-Screen Advertising vs. Traditional Print Media
- Types of Screen-Based Advertising Mediums
- Future Trends and Innovations in Digital Advertising
Goals
- Understand the historical shift from print to digital advertising.
- Analyse the role of the Internet and social media in modern communication.
- Differentiate between key on-screen advertising mediums.
- Identify the benefits of digital advertising, including sustainability.
- Explore emerging trends like AR/VR, video ads, and AI in shaping the future of advertising
Required Readings
- Digital Design: A History, By Stephen Eskilson-Oct 17, 2023
- The Computer-Julius Wiedemann -2023
- The History of Graphic Design. Vol. 2,
- 1960–Today-Julius Wiedemann-2021
Activity
Quiz: Choose the right answers about questions related to “Introduction to this module.Module 2: Designing Advertising Campaigns for the Screen
Designing for screens involves a combination of technical expertise and theoretical understanding. This includes knowledge of screen resolution, colour theory, effective sizing principles, and the ability to adapt designs to accommodate various device variations, such as desktops, laptops, tablets, and mobile phones. This module aims to equip individuals with the comprehensive information and skills necessary to create visually appealing and functional designs for digital screens.
Key Topics
- Understanding On-Screen Color Models and Color Theory
- Designing with Screen Color Schemes
- Screen Resolution, Device Variability, and Responsive Design
- File Formats and Compression in Digital Design
- Typography Fundamentals for Screen Design
- Basics of Motion Graphics and Sound Design in Advertising
Goals
- Understand the fundamentals of colour models to ensure consistent colour representation across both digital and print formats.
- Create designs that maintain clarity and consistency across devices with different resolutions and sizes, and understand the relationship between resolution and screen size.
- Utilise responsive design techniques to adapt content for various screen sizes.
- Choose appropriate file types (such as JPEG, PNG, and GIF) and compression methods (lossy versus lossless) to optimise both quality and loading time.
- Ensure font readability across devices by selecting web-safe fonts and providing fallback options.
- Effectively integrate motion graphics and sound to enhance audience engagement in digital content.
Required Reading
- Interaction of Color— by Josef Albers, 50th Anniversary Edition, June 28, 2013
- Goodwin, K. & Cooper, A. (2009) Designing for the Digital Age: How to Create Human-Centered Products and Services, Wiley
- McNeil, P. (2010) The Web Designer’s Idea Book, How
- Typography: Macro and Microaesthetics ,Willi Kunz 2000
- Motion by Design December 14, 2006, by Spencer Drate (Author), David Robbins (Author), Judith Salavetz (Author), Kyle Cooper (Introduction)
- Transforming Type: New Directions in Kinetic Typography, 2014, Barbara Brownie
- The History of Motion Graphics, 2013, Michael Betancourt
Activity
Quiz: Choose the right answers about questions related to “Introduction to this module.Module 3: The Tools to Design
This module provides an overview of industry-standard software and online tools essential for digital design, guiding students in selecting the right tools for specific project needs. It also explores the integration of AI in design, examining the opportunities and challenges AI presents and its practical applications in enhancing creativity and efficiency in digital advertising.
Key Topics
- Overview of industry-standard design software and tools.
- Evaluating tools based on specific project needs, such as complexity, budget, and campaign goals.
- The role of AI in enhancing efficiency and creativity in digital design.
Goals
- Familiarise with various digital design tools and software used in the industry.
- Select tools based on project specifications, budget, and creative requirements.
- Understand the potential benefits and challenges of integrating AI into digital design workflows.
Required Reading
No Reading list all information is in the module
Activity
Quiz: Choose the right answers about questions related to this module.Module 4: Designing Engaging Digital Advertising Campaigns
Students will explore the principles of creating engaging digital advertising campaigns through co-creation and interactivity. The module covers collaborative design processes, strategies for effectively engaging stakeholders, and interactive elements such as contests, personalisation, polls, and quizzes to enhance user engagement. Additionally, students will learn how to leverage user-generated content (UGC) while considering the ethical implications of using audience contributions in digital campaigns.
Key Topics
- Co-creation and interactivity in digital campaigns to enhance audience engagement.
- Strategies for incorporating user-generated content (UGC) in campaigns.
- Ethical considerations in using UGC and interactive elements like polls, quizzes, and personalised content.
Goals
- Apply co-creation and interactivity principles to design engaging digital ads.
- Integrate UGC effectively while ensuring ethical practices in digital advertising.
- Develop campaigns that encourage active audience participation through contests, polls, and personalisation.
Required Reading
- Saffer, Dan. Designing for Interaction: Creating Innovative Applications and Devices. New Riders, 2010.
- Godin, Seth. This Is Marketing: You Can’t Be Seen Until You Learn to See. Portfolio, 2018.
- Pricken, Mario. Creative Advertising: Ideas and Techniques from the World’s Best Campaigns. Thames & Hudson, 2010.
Activity
Quiz: Choose the right answers about questions related to this module.Module 5: Applications – Real-Life Examples and Evaluating Digital Advertising Campaigns
This module is designed to provide a thorough understanding of how to apply theoretical knowledge to real-world digital advertising campaigns. By examining case studies, learning to evaluate campaigns using metrics and key performance indicators (KPIs), and understanding the role of sustainability in digital marketing, students will gain valuable insights into effective campaign execution and assessment.
Key Topics
- Case studies of successful digital campaigns, focusing on strategy and impact.
- Key performance indicators (KPIs) and metrics for tracking digital campaign success.
- Sustainability assessment methods and strategies to minimise the environmental impact of digital campaigns.
Goals
- Analyse successful digital campaigns to understand the strategies that drive results.
- Learn to use KPIs and metrics effectively to evaluate and optimise campaign performance.
- Develop skills in assessing and improving the sustainability of digital ad campaigns.
Required Reading
- Heath, Chip, and Dan Heath. Made to Stick: Why Some Ideas Survive and Others Die. Random House, 2007.
- Newport, Cal. Digital Minimalism: Choosing a Focused Life in a Noisy World. Portfolio, 2019.
Activity
Quiz: Choose the right answers about questions related to this module.Module 6: Future Trends in Digital Design
This module delves into the adoption of new technologies and explores the latest trends and advancements in digital advertising. It provides an in-depth exploration of the process of adopting new technologies in digital advertising, including the use of artificial intelligence, machine learning, augmented reality, and personalised advertising strategies. Additionally, it explores the influence of emerging technologies on consumer behaviour and the changing landscape of digital advertising. It also investigates the potential of using AI to decrease carbon emissions.
Key Topics
- Emerging Technologies in Digital Advertising
- Advances in AI and Machine Learning in Advertising
- Sustainable Practices in Digital Advertising
- Future Directions for Digital Sustainability
Goals
- Understand the role of VR and AR in creating immersive advertising experiences and learn to distinguish between these technologies in terms of functionality, user experience, and hardware requirements.
- Analyse the impact of AI and ML on advertising, including data-driven targeting, predictive analytics, and customer engagement through AI-powered tools
- Identify eco-friendly strategies in digital advertising design, including reducing the environmental impact of marketing materials and adopting energy-efficient digital practices.
- Explore innovative strategies for reducing the carbon footprint of digital advertising, including AI’s role in energy-efficient digital practices and support for carbon offset projects
- Reflect on the ways in which new technologies and sustainable practices will shape the future of digital advertising, and discuss the potential for ongoing advancements in both technological innovation and environmental responsibility.
Recommended Reading
- AR & VR for Marketing and Advertising, Rakesh Kumar
- Designing The Future How Artificial Intelligence Transforms Graphic Design,
Anton Moller, 2024
Activity
Quiz: Choose the right answers about questions related to this module.Final Test
This test will assess your knowledge and understanding of the material covered throughout the course.
Funded by the European Union. Views and opinions expressed are however those of the authors) only and do not necessarily reflect those of the European Union or the European Education and Culture Executive Agency (EACEA). Neither the European Union nor EACEA can be held responsible for them.” Project number 2023-1-CY01-KA220-HED-000160668