Online Advertising Types and Branding Elements for SS 1

Class: SS 1
Term: First Term
Week: 8
Age: 15 years
Duration: 60 minutes
Subject: Digital Technologies
Curriculum Theme: Digital entrepreneurship
Focal competence: identifying digital marketing tools and branding elements
Key competencies/values: Creativity and Innovation; Information Literacy; Entrepreneurship; Innovation

Skills:

• Organizing and labeling simple digital files related to branding

Previous Lesson: Digital Marketing, Major Channels and Importance
Topic: Introduction To Digital Marketing And Branding: Types Of Online Advertisements (Display, Search, Video)
Subject Matter: Types of online advertisements (display, search, video), Key elements of branding (logo, color, tagline, tone), Organization of digital assets

Specific Objectives

By the end of the lesson, pupils/students should be able to:

Cognitive Domain

• Identify major digital marketing channels (social media, email, web).
• Identify the types of online advertisements (display, search, video).

Psychomotor Domain

• Organize digital assets properly using appropriate labels.
• Design a sample advertisement for a local business.
• Use appropriate labels to organize advertisement files correctly in computers or tablets.

Reference Materials

The following resources were used in planning this lesson:

• 2025 New Revised Senior Secondary Education Curriculum (SSEC)
• Relevant State Unified Scheme of Work
• The HeadTeacher Scheme of work For The New Revised Senior Secondary Education Curriculum (SSEC)

Instructional Materials

The teacher will teach this lesson with the aid of:

• Internet access
• Projector or smartboard
• Digital and printed posters
• Sample brands
• Cardboard, markers, or design software for creative tasks
• Computers or tablets (if available)

Rationale for the Lesson

This lesson introduces students to the fundamental concepts of digital marketing and branding, which are essential skills in today’s digital economy. Understanding online advertisement types and branding elements helps students recognise how businesses reach customers and build identity online. It also equips them with practical skills for organising digital assets, fostering digital literacy and entrepreneurial thinking.

Prerequisite/Previous Knowledge

Students should have basic knowledge of using digital devices like computers or smartphones and navigating the internet.

Lesson Content/Board Summary

Introduction To Digital Marketing And Branding: Types Of Online Advertisements (Display, Search, Video)

Types of Online Advertisements

Online advertisements are promotional messages delivered through the internet to attract customers. They come in various forms, each with unique characteristics and purposes.

1. Display Advertisements: These are visual ads that appear on websites, apps, or social media platforms. They often include images, animations, or videos and are designed to capture attention. Examples include banner ads on news websites or image ads on Facebook.
2. Search Advertisements: Also known as Search Engine Marketing (SEM) or Pay-Per-Click (PPC) ads, these appear at the top or bottom of search engine results pages (SERPs) when users search for specific keywords. They are text-based and highly targeted, appearing when a user actively searches for a product or service. For example, an ad for “best phones in Lagos” appearing on Google.
3. Video Advertisements: These are promotional videos that play before, during, or after other video content (pre-roll, mid-roll, post-roll) on platforms like YouTube, or as standalone ads on social media feeds. They are highly engaging and can convey complex messages effectively.

Key Elements of Branding

Branding is the process of creating a unique name and image for a product or company in the consumers’ minds. Key elements help establish and maintain a brand’s identity:

1. Logo: A unique symbol, design, or emblem that represents a company or product. It is often the most recognisable element of a brand. Examples include the Nike swoosh or the Apple logo.
2. Colour: Specific colours or colour palettes used consistently across all brand materials. Colours evoke emotions and can significantly impact how a brand is perceived. For instance, red for energy, blue for trust.
3. Tagline: A short, memorable phrase or slogan that communicates the essence, promise, or key benefit of a brand. Examples include “Just Do It” (Nike) or “Think Different” (Apple).
4. Tone: The overall style and attitude of a brand’s communication, whether it’s formal, friendly, humorous, serious, or inspirational. The tone is consistent across all marketing messages and customer interactions.

Organization of Digital Assets

Digital assets are any electronic files that a business uses for its marketing and branding efforts, such as logos, images, videos, and ad copies. Proper organisation is crucial for efficiency and consistency.

1. Consistent Naming Conventions: Use clear and descriptive names for files. For example, instead of “image1.jpg”, use “company-logo-blue-highres.png” or “product-launch-video-final.mp4”.
2. Folder Structure: Create a logical hierarchy of folders. A common structure might be:
   1. Marketing Assets
      1. Branding
         1. Logos
         2. Colour Palettes
         3. Fonts
      2. Campaigns
         1. Product Launch 2024
            1. Display Ads
            2. Search Ads
            3. Video Ads
         2. Seasonal Promo
            1. Images
            2. Text Copies
      3. Social Media
         1. Facebook
         2. Instagram
         3. Twitter
3. Metadata and Tagging: Add relevant information (metadata) to files, such as keywords, descriptions, and creation dates, to make them easily searchable.
4. Version Control: Keep track of different versions of files (e.g., “logo_v1.png”, “logo_v2_final.png”) to avoid confusion and ensure the latest approved version is used.

Teaching Methods/Instructional Techniques

Discussion, Demonstration, Guided Practice, Question and Answer, Explanation, Group Work, Practical Activity.

Instructional Procedures

Step 1: Introduction

Time: 5 minutes

Teaching Skill: Questioning/Engagement

Teacher’s Activity: The teacher greets the students and asks them to mention some advertisements they have seen online or on TV. The teacher then introduces the topic: “Introduction to Digital Marketing and Branding: Types of Online Advertisements (Display, Search, Video).”

Pupils’ Activity: Pupils mention various advertisements they have encountered.

Learning Point: Online advertising awareness

Step 2: Exploring Online Advertisements

Time: 10 minutes

Teaching Skill: Explanation/Demonstration

Teacher’s Activity: The teacher uses the projector/smartboard to display examples of different online advertisements (display ads on websites, search ads on Google, video ads on YouTube/social media). The teacher explains the characteristics of each type (display, search, video) and how they function.

Pupils’ Activity: Pupils observe the examples and listen to the explanations, asking questions for clarity.

Learning Point: Types of online advertisements

Step 3: Group Activity – Analyzing Online Ads

Time: 10 minutes

Teaching Skill: Group Facilitation

Teacher’s Activity: The teacher guides students to work in groups. Each group is given access to social media platforms (if possible, or provided with screenshots/printouts) to identify and analyze various online advertisements. They discuss the concepts and importance of digital marketing based on their findings.

Pupils’ Activity: Students collaborate in groups to identify and discuss online advertisements, explaining their observations.

Learning Point: Digital marketing importance

Step 4: Introduction to Branding Elements

Time: 8 minutes

Teaching Skill: Explanation/Illustration

Teacher’s Activity: The teacher introduces the concept of branding and its key elements. Using sample brands (e.g., Coca-Cola, MTN, Dangote), the teacher explains logo, colour, tagline, and tone, showing how each element contributes to a brand’s identity.

Pupils’ Activity: Pupils observe the sample brands and listen to the explanations, identifying the branding elements.

Learning Point: Key branding elements

Step 5: Practical Application – Designing an Ad

Time: 10 minutes

Teaching Skill: Guided Practice/Creativity

Teacher’s Activity: The teacher instructs students, still in their groups, to design a sample advertisement for a local business (e.g., a local tailor, a small restaurant, a provision shop). They should incorporate at least a logo, chosen colours, and a tagline, using cardboard, markers, or simple design software.

Pupils’ Activity: Groups work collaboratively to design their sample advertisements, applying branding elements.

Learning Point: Ad design application

Step 6: Organizing Digital Assets

Time: 7 minutes

Teaching Skill: Demonstration/Instruction

Teacher’s Activity: The teacher explains the importance of organizing digital assets. The teacher demonstrates on a computer or smartboard how to create a logical folder structure and use appropriate labels for advertisement files (e.g., “LocalBiz_Logo_Final.png”, “LocalBiz_Promo_Video_Jan2024.mp4”).

Pupils’ Activity: Pupils observe the demonstration and ask questions about file organization and labeling.

Learning Point: Digital asset organization

Step 7: Evaluation/Review

Time: 5 minutes

Teaching Skill: Questioning/Assessment

Teacher’s Activity: The teacher evaluates the learning by asking the following questions:

1. Mention three types of online advertisements.
2. List two key elements of branding.
3. Why is it important to organize digital assets properly?
4. Give an example of a good file name for an advertisement image.

Pupils’ Activity: Pupils answer orally and in writing.

Learning Point: Online advertising and branding recall

Step 8: Note-Taking

Time: 10 minutes

Teaching Skill: Guided Writing

Teacher’s Activity: The teacher guides pupils/students to copy the essential Board Summary notes on types of online advertisements, key branding elements, and digital asset organization into their notebooks.

Pupils’ Activity: Pupils/students copy the notes carefully into their notebooks.

Learning Point: Board summary recording

Step 9: Conclusion

Time: 5 minutes

Teaching Skill: Reinforcement

Teacher’s Activity: The teacher summarises the lesson by reiterating the importance of understanding online advertising types and branding elements for effective digital marketing. The teacher encourages students to observe how businesses use these concepts in their daily online interactions.

Pupils’ Activity: Pupils listen attentively and ask any final questions.

Learning Point: Digital marketing concepts reinforced

Continuous Assessment/Further Study

Type: Homework/Project

Instruction: Individually or in pairs, research a well-known Nigerian brand and identify the following:

1. Its logo.
2. The primary colours used in its branding.
3. Its tagline (if any).
4. Describe its general tone of communication (e.g., friendly, serious, luxurious).
5. Find an example of a display ad, a search ad, and a video ad for this brand (take screenshots or describe them).
6. Suggest a logical folder structure and file names for the digital assets related to this brand’s advertising campaign.

Lesson Keywords

• Digital Marketing – Marketing of products or services using digital channels to reach consumers.
• Online Advertisements – Promotional messages delivered through the internet.
• Display Ads – Visual ads (images, banners) on websites or apps.
• Search Ads – Text-based ads appearing on search engine results pages.
• Video Ads – Promotional videos played on video platforms or social media.
• Branding – Creating a unique identity for a product or company.
• Logo – A unique symbol representing a brand.
• Tagline – A short, memorable phrase for a brand.
• Digital Assets – Electronic files used for marketing and branding.

Differentiation

For struggling learners: Provide pre-selected examples of online ads and branding elements to analyse. Offer simpler local business scenarios for ad design and guide them step-by-step through basic file naming conventions. Pair them with more proficient students for group activities.

For advanced learners: Challenge them to research different online advertising metrics (e.g., impressions, clicks) or explore advanced branding concepts like brand storytelling. Encourage them to use digital design tools for their ad creation and propose a more complex digital asset management system.

Suggested Lesson Videos

YouTube search for “types of online advertising SS1 digital marketing”
YouTube search for “branding elements explained for students”