AI-Powered Demand Generation: Display and Video Advertising
This is an on-demand course you can start at any time. Course access will be granted within 3 business days of registration.
Display advertising has evolved from banner placements to AI-powered demand machines – and the marketers who understand both the strategy and the technology are the ones generating measurable results. This course accelerates your skills from outbound fundamentals to advanced AI-driven execution, giving you the confidence to run campaigns that create real awareness and drive qualified demand.
Across three focused modules, you'll learn how to plan high-impact awareness campaigns, build and activate display and video campaigns in Google Ads and use generative AI and platform-level automation to optimize targeting, bidding and creative at scale. Every module connects directly to measurable demand generation outcomes.
You will master the ability to plan, execute and prove the impact of display campaigns that drive qualified demand – backed by a CMA x DMI Dual Online Certificate recognized by employers worldwide.
Members: $350
Non-Members: $695
CM Non-members: $556
CPD Credits: Earn 4.75 CPD
By the end of this course, you will be able to:
- Plan high-impact awareness and demand generation campaigns by selecting the right platforms, formats, audiences and buying models across display, video and paid social
- Use AI inside Google Ads to improve bidding, targeting, creative performance and ongoing campaign optimization with greater efficiency and precision
- Apply first-party data, remarketing strategies and AI-powered audience segmentation to reach the right people at the right moment in the buyer journey
- Create, test and scale display and video ads using AI-assisted copywriting and creative tools alongside proven format best practices
- Integrate generative AI and platform-level automation to build, optimize and evaluate campaigns at scale across the full demand generation funnel
- Measure campaign performance using the right KPIs for awareness, reach and demand generation – including attribution models and post-impression analysis
- Assess the true strategic impact of display advertising within a broader digital marketing mix, using AI insights and data to drive smarter investment decisions
- Prove Campaign Impact: Learn to connect display and video advertising activity to demand generation outcomes with the right metrics, attribution models and AI-powered analysis
- Learn on Your Schedule: 100 per cent online content provides the flexibility to learn when and where it works for you
- Immediately Applicable Skills: AI tools, targeting strategies and optimization frameworks you can apply directly to your campaigns
- Stay Current: Master the AI-driven display and video tools reshaping demand generation in 2026
- Globally Recognized Certification: Earn a powerful dual credential from the CMA and DMI to advance your career
Module 1: Outbound Advertising for Awareness and Demand Creation
Build a strong strategic foundation in outbound and display advertising. Understand how display, video and paid social fit within the digital marketing funnel and how they complement inbound strategies. Learn to select the right platforms, formats, audiences and objectives – and apply AI to planning, targeting and creative development to deliver efficient, high-impact campaigns aligned with business goals.
Topics Covered:
- The Value of Video and Display Advertising
- Planning Outbound Advertising
- Creative Brief in the Age of AI
- Google Display Network
- Responsive Display Ads
- Benefits of Social Display Advertising
- Buying Mechanisms for Outbound Advertising
Module 2: Using AI to Execute Display Advertising Campaigns
Move from planning to execution. Build and activate high-performing display and video campaigns aligned to buyer journey goals. Apply first-party data, remarketing and AI-powered audience segmentation to reach the right audiences – then use AI-supported bidding, creative best practices and optimization techniques to improve performance and scale campaigns with confidence.
Topics Covered:
- Driving Demand with AI-Powered Display Ads
- Using AI Tools for Copywriting
- Targeting Methodologies for Outbound Advertising
- Advanced Outbound Targeting and Custom Segments
- Remarketing Fundamentals
Module 3: Optimizing Display Advertising with AI
Close the loop between campaign activity and business impact. Integrate generative AI and platform-level automation to build, optimize and evaluate display campaigns at scale. Learn how AI improves targeting, bidding and creative performance across paid media – and apply attribution and post-impression analysis to measure the true effectiveness of your display investment within a broader digital strategy.
Topics Covered:
- AI Campaign Fundamentals
- AI-Powered Audience Targeting
- AI-Powered Bidding
- AI-Powered Creative Design
- Optimizing Campaigns for Awareness and Reach
- Assessing the Effectiveness of Outbound Campaigns
Workload:
This CMA x DMI course consists of 3 modules. On average, this course will take approximately 4 hours and 45 minutes of learning content to complete. Learners can start at any time, with course access granted within 3 business days of registration.
This is a fully on-demand course delivered through an online learning platform, allowing you to learn at your own pace and on your own schedule. With flexible, self-directed learning, you can progress through the material at a speed that suits your availability.
Pass Requirements:
Learners must successfully complete a one-hour, computer-based exam consisting of 40 test items. The assessment includes a mix of multiple-choice, matching and drag-and-drop questions designed to evaluate practical knowledge and understanding of AI-powered demand generation and display advertising strategy.
Internet Requirements:
You will require a stable high-speed internet connection to access course materials, including video content and interactive learning activities. For optimal performance, a minimum upload bandwidth of 5mbps is recommended to support smooth streaming and platform functionality throughout the course.
This course is designed to support a range of marketing professionals and career builders, including:
- Paid Media and Display Advertising Professionals seeking to deepen their command of AI-driven campaign planning and execution
- Performance and Programmatic Marketing Specialists looking to scale campaigns with smarter automation and more precise audience targeting
- Marketing Managers and Directors responsible for demand generation, awareness and consideration campaigns across digital channels
- Digital Marketing Generalists and Managers building expertise in display and AI-powered advertising strategy
- Career Builders entering digital marketing with a focus on paid media, AI-driven advertising and performance measurement
We will provide a refund less an administration fee of $25 for cancellation requests received within 7 days of purchase for any on-demand course which has not been accessed and/or opened. Any on-demand courses which have been accessed and/or opened are no longer eligible for refunds. To cancel, a learner will select ‘credit request’ in MyBillings and select ‘refund’, refunds will be issued to the source of payment and may take up to 4 weeks to be completed.
To review the CMA academic policy, click here.
