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Online Advertising Executive

Create Internet ad campaigns for clients.

What does an Online Advertising Executive do?

Online Advertising Executives develop advertisements that are published online on websites, blogs, search engines, and social networks. If you’ve ever seen the TV series “Mad Men,” which depicts an ad agency in the 1960s, you know exactly what an Advertising Executive does: She develops advertising campaigns that promote her clients’ products to consumers. Online Advertising Executives do the same thing. However, they work on online advertisements instead of advertisements that are printed in magazines and newspapers, plastered on billboards and buses, or broadcast on radio and television.

As an Online Advertising Executive, you’re just like a traditional Advertising Executive in that you work for an advertising agency, where your duties start with finding and securing new clients by making sales calls and networking at industry events.

Once you get a new client, it’s your job to learn their business and to develop ideas for advertising their products and services online. Although your ideas might include a variety of advertising techniques — for example, microsites, viral videos, banner ads, pay-per-click (PPC) ads, social media pages, podcasts, product reviews, contests, or tell-a-friend campaigns — it’s up to you to determine which ones will be the most successful for your client, and then “sell” those ideas to them in pitch meetings.

Of course, your pitch includes not only an advertising technique but also an advertising concept, complete with the words and images that will sell your client’s products to customers. As the Online Advertising Executive, you don’t typically write those words or design those images. Instead, you come up with the ideas behind them, then manage the Copywriters and Graphic Designers who are tasked with executing them.

At the end of the day, you’re basically a digital Don Draper!