Results tagged “Advertising Sales” from IABlog

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In this installment of the IABlog series, “IAB Asks NewFront Sellers,” NewFront founders and presenters share their perspectives on the trajectory of digital video by answering this question: 
Is this the golden age of video? If so, how come? If not, when will we see a golden age, and what will it look like?

Ben Dietz, VP Sales & Business Development, VICE Media
No. The golden age of digital video is yet to come. You look at a) the decreasing cost of production which is democratizing the format; b) the increasing capacity for things like live streaming and video-on-demand; and c) things like oculus rift that change the way we watch and the way that we experience video; and I would say the golden age of digital video is some years ahead of us. That being said, I think it’s a great time to be in digital video because you can make stuff that is intended for desktop, intended for mobile, intended for social and have it be premium enough and evolved enough that it can travel to the highest platforms in the world. You’ve seen digital shorts that we’ve made [turned] into feature films and win prizes at Sundance. It’s a tremendously exciting time, but the golden age is still a couple years off. 

Jack Bamberger, Head of Agency and Industry Relations, AOL
This is the golden age of premium content. If you don’t have good content that consumers engage with, share, like, want to watch, that’s meaningful to them and entertains them, delights them, surprises them, you’ve got nothing. And you’ve got to surprise them too. Ultimately this is about content. Do we want to connect it from convergence and pipe standpoint? You bet. But the content is ultimately the story. That is why AOL has invested so incredibly much in premium content. We have the largest video library in the industry, now over 900,000 pieces of content, growing rapidly on a daily basis. We are hugely invested in content creation and content curation. And our numbers continue to grow on an annual basis based on the premium content partnerships that we continue to build-on.

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Erin McPherson, Chief Content Officer, Maker Studios
I don’t think we’re there yet. We’re in the early age of video. We’re in the Jurassic stage of video. We haven’t even seen it yet. This is the beginning of massive, massive tidal wave.  

Peter Naylor, SVP Advertising, Hulu
It’s a great time for consumers. Mike Hopkins, Hulu CEO, just spoke at the Ad Age Digital conference earlier this month about this very topic - the “heyday” of television. There’s so much great content out there, and consumers who have grown up in a connected world have high expectations of how, when, and where they get their content.  Consumers who grew up in a three-network household are still wide-eyed at the abundance of programming available to them in this new on-demand world. Hulu can super-serve all audiences, so, yes, it’s absolutely a golden time to be in the video space.

About the 2014 Digital Content NewFronts

Each year, thousands of people attend the Digital Content NewFronts to witness great new original video content, learn marketing best practices, and hear headline-grabbing announcements about partnerships that will change the course of the digital medium. This powerful series of presentations proves that digital video is the right place for brands to engage with consumers because consumers are engaging with digital video. Presenters include AOL, DigitasLBi, Google/YouTube, Hulu, Microsoft, Yahoo, and more. Learn More & See Schedule

IAB Cross-Screen Marketplace, Spotlight: Video, May 15, 2014
If you’re interested in digital video, IAB is bringing together thought leaders from both brands and agencies for the IAB Cross-Screen Marketplace. We’ll reveal how the buy and sell side are partnering to develop, deploy, and evaluate the success of multi-screen/multi-channel content and brand experiences, and the increasingly powerful role video is playing in this revolution. Learn More & See Agenda

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In this, the first installment of the blog series, IAB asks 2014 Digital Content NewFronts founders and presenters to explore the relationship between digital video and traditional television, by answering the question:
In what ways do you see digital video filling in gaps that are being created in classic TV and/or creating new information and entertainment modalities?

Jack Bamberger, Head of Agency and Industry Relations, AOL
I don’t look at it as digital video filling gaps verses classic TV. We look at it as connecting it all. This is about connecting advertisers, creators, publishers, consumers, and really the connecting of digital and TV. That is what we see as the future, and that’s what were very, very excited about building toward with AOL video. This is about connecting, nothing more, and in fact, the theme of our NewFront this year is “Connected.” Because that’s really what it’s all about. It’s about all of this convergence that’s going on. It’s about cross-screen. We don’t even use the word “mobile” at AOL. We use the words “cross-screen”, because we look at this holistically. As an example, AOL is on 17 different over-the-top devices. I only see that number increasing. 

Ben Dietz, VP Sales & Business Development, VICE Media 
Broadcast TV, by definition, has to be broad in its appeal. Digital video, because it can be made inexpensively and it can be made by niche groups, means we can tell everyone’s story. We can tell stories that are the most compelling, not just the most widely appealing. Second, digital video can be used in conjunction with other technologies to tell a new kind of multi-layered story… Digital video allows us to incorporate social; it allows us to incorporate events; it allows us to incorporate disparate personalities in a way that the broadcast medium and linear formats don’t. For our partner AT&T we made a film called The Network Diaries. It’s based on a true-life event that’s brought to life as a scripted recreation. If you text in a short code prior to the film’s beginning, you get text messages that correspond to developments in the film.

Jason Krebs, Head of Sales, and Erin McPherson, Chief Content Officer, Maker Studios
Krebs: There are new connection points with consumers. But it’s also just as much about the technology and the screens. People are walking around with them in their pockets and their backpacks, so the combination of those two things became very important. Then, something that not a lot of people talk about is you really couldn’t get what was on your TV on the screen in your pocket. 
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McPherson: The way digital is filling gaps is very nuanced. One, the move to digital by consumers is keeping pace with the massive platform shift to mobile. Two, there’s a new genre that digital captured and that’s short-form. Short-form content and storytelling is something that was born really on digital platforms, and it’s become a major consumption point especially for younger audiences. They are playlisting content in the way we all playlist music. And short-form storytelling is really coming into its own as a genre. So there is the mobile shift. There is short-form. There’s video on-demand. Digital really enables non-linear viewing and on-demand viewing in targeted way that tradition television cannot. 

Jonathan Perelman, GM of Video & VP Agency Strategy, BuzzFeed
Digital video is different than television, and the advertising that works on each platform is very different. At BuzzFeed just about 50% of our video views come on a mobile device. What we believe is that we can create really compelling videos, and we do create really compelling videos. We can do that for brands as well, and we’ve done that. So what’s interesting to me is to look at ways that brands can tell great stories using video that’s different from television. It really focuses all on sharing. You think about why someone will not only engage with video meaning to watch it but also then ultimately to share it. I think that’s the highest marker, saying, “I like this, you’ll like it.”

About the 2014 Digital Content NewFronts

Each year, thousands of people attend the Digital Content NewFronts to witness great new original video content, learn marketing best practices, and hear headline-grabbing announcements about partnerships that will change the course of the digital medium. This powerful series of presentations proves that digital video is the right place for brands to engage with consumers because consumers are engaging with digital video. Presenters include AOL, DigitasLBi, Google/YouTube, Hulu, Microsoft, Yahoo, and more. Learn More & See Schedule

IAB Cross-Screen Marketplace, Spotlight: Video, May 15, 2014
If you’re interested in digital video, IAB is bringing together thought leaders from both brands and agencies for the IAB Cross-Screen Marketplace. We’ll reveal how the buy and sell side are partnering to develop, deploy, and evaluate the success of multi-screen/multi-channel content and brand experiences, and the increasingly powerful role video is playing in this revolution. Learn More & See Agenda

IAB Launches the Programmatic Council to a Packed House

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Last Thursday, IAB officially launched the brand new Programmatic Council at the Ad Lab in New York City. More than 160 professionals from across the programmatic ecosystem joined in person or remotely.  

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The Programmatic Council aims to bring together publishers, buyers and ad technology providers to discuss the key business issues in the evolving programmatic marketplace. The focus of this Council will be to identify and tackle what is working and what can be improved to make programmatic work more effectively. The Council is the successor to the Networks and Exchanges Committee. It will build on the work done by the Programmatic Publishers Task Force who published three Digital Simplified pieces in 2013 on terminology, salesforce models and the need for transparency.


The Council agreed to focus on the full spectrum of Programmatic transactions - from Automated Guaranteed transactions (sometimes known as Programmatic Direct) through to the Open Auction.

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Building on the agenda set by the Programmatic discussions at the IAB Annual Leadership Meeting in Palm Springs last month, the Council agreed to focus on four key issues over the coming year:

1) Building a transparent & fair marketplace - aim to come to a common agreement between buyers, sellers and vendors on what transparency means in an auction environment and agree how to achieve that.
2) Marketplace education and training - build understanding for both direct sellers and media planners, create training for C-suite executives, link to sales certification and create a common curriculum for companies to use.
3) Standardization of definitions, terminology, and best practices - start with updating existing terminology piece to incorporate buyer/ad tech inputs, and then look to create a comprehensive mapping of programmatic ecosystem including roles and definitions.
4) Making Programmatic work for brands - engage brand managers & CMOs, enable selling of new formats, build better brand metrics and make data more compelling.

The IAB will be creating working groups on each of these topics with representatives from across the ecosystem including buyers, sellers and ad technology providers. Members agreed concrete deliverables for the next 12 months for each of these four priority areas. In addition the Council identified a number of areas where this group would need to work closely with other initiatives including on trust and quality issues, data use and standards, technical standards, and video/audio committees. 


About the Author

Carl Kalapesi, Director Industry Initiatives, IAB 
Reach him via email [email protected] or Twitter @carlkalapesi



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IAB University - A Place For Learning

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I’ve been thinking about my job title for some time now. Something about it has been troubling me, and I believe I have finally figured it out.

Since we launched the IAB Certification program nearly two years ago I’ve been Vice President, Training and Development.  Now, at the IAB we don’t go out of our way to be cute or creative when we use titles; they are meant to be accurate, expressive, and to-the-point. No Senseis or Shepherds here. As a result no one has ever not understood what my role is at the IAB.

Still, the longer that I’ve had this position, the more the title has seemed inappropriate to me. It’s the word training that bothers me. Training is something that’s done to people (or dogs!) Training sounds passive. It conjures up the image of a student held hostage in a classroom, passively absorbing information. Training is what managers send employees through.

classroom.jpgBut learning is completely different. Learning is active, not passive. We choose to learn. We all want to learn, all the time, to experience new things. Learning occurs in the classroom, but it also happens on the job, at home, anywhere and everywhere; with others or by oneself. Others might control my training, but I control my learning. Which one is more likely to stick with me?

That’s why we created IAB University (IAB.U), an industry educational hub where everyone across the ecosystem, from every level, can come together to learn from each other. At IAB University you can be on the receiving end of digital advertising education or you can teach your peers. Plus, participants receive IAB Learning Credits good towards IAB Digital Media Sales or IAB Digital Ad Operations recertification programs, if they need them.
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The IAB is flush with subject matter experts. Experts abound. Need to learn the latest on programmatic? Interested in how native advertising works? Unclear on what a viewable impression is?  If there’s something you need to know about digital advertising, our members have the answers. The IAB has always been a tremendous resource for thought leadership and cutting-edge expertise; that’s truer today than ever as our industry continues its remarkable growth.

We realize more and more people come to the IAB to learn. We are attracting more junior level employees and people relatively new to the industry. Learning comes in all flavors— a webinar, a conference, a panel of experts, a town hall of newbies. Just about every program the IAB offers is a learning experience, and we hope you will take advantage of those learning experiences whether you are seeking recertification or just want to stay abreast of what’s happening out there.

But here’s our hope—that many of you will share your expertise or newly-found research with others in our community. Did your company just release a piece of research? Turn it into a webinar for IAB members. Are you an expert on some new trend? Put together a panel so that IAB members can discuss, at your place or ours. Let’s figure out a way to make learning continuous and collaborative.

We’re already beginning to put together a free program of learning opportunities. If you are interested in learning more about IAB University or want to be part of the IAB University “faculty” to let us know what you want to teach please start here iab.net/iabu.

And with that…

 About the Author


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Despite my silent goal to never again take a multiple-choice exam post college, I found myself on July 31st at the NetCom testing center on West 33rd, preparing to take the IAB Digital Media Sales Certification exam.

The IAB launched this training program over a year ago to help increase the knowledge of digital sales professionals. As a marketing exec at PulsePoint, a data-driven content technology provider, I considered myself lucky to take the exam alongside our entire salesforce. In an effort to continue to adopt and help drive industry best practices, our SVP of Sales, John Ruvolo, instated the requirement that all sales support teams - sellers, client services, account managers, ad operations, and marketing - successfully complete the training and obtain certification.  Now, I must admit - having to carve out time to study on top of the daily grind was a challenge, but as I started digesting the impressive body of study preparation materials created by the IAB, I found myself happy to do so.   

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I have worked my entire professional life in the digital media space and truly appreciate that the IAB has provided a training program that deepens my understanding of our industries ever-changing processes, rules and regulations, best practices, definitions and of course…all those acronyms.  Our space evolves at a dizzying pace to (try to) stay ahead of the mind-blowing technology being created every day. Chrome TV, one-click mobile payments, location sharing apps…it’s enough to make you seriously consider one of those ‘digital detox’ retreats. But without that evolution, without the constant influx of fresh ideas and new ways of connecting consumers to an amazing online experience, it would not be the exciting and fulfilling environment so many of us call home every day.

It has been common practice to learn and grow alongside all of this change through a mix of self-education and information sharing amongst colleagues, partners, and friends.  What a relief to have a trusted, accredited program led by our industry body that helps to educate and benchmark our top professionals against rigorous industry standards.  We finally have proof that we know what we are talking about…well, most of the time.

This IAB Certification process is something that digital execs across all business channels of our industry should undergo. I am proud that PulsePoint has embraced the program and offered it to employees beyond direct sellers; we are already exploring ways to incorporate this into all new hire training. Activating this program at the sales level of an organization and beyond can also impact future hiring decisions. It enables us to narrow candidate searches to only the best, most qualified applicants and allows us have even more faith that our teams are making the most educated decisions possible.

In order for digital media to continue being one of the most sought-after industries to work within, we must take responsibility to ensure that those dedicating their livelihood to it have the right tools to be as successful as possible. The IAB has taken great strides in creating a framework within which this critical professional development can happen, and I look forward to seeing it continue to grow.

About the Author

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Lindsay Boesen 

Lindsay Boesen is Director of Marketing at PulsePoint, and on Twitter @PulsePointBuzz.

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The IAB Digital Media Sales Certification: One Year Later

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One year ago, those first applicants buckled down to study up on media topics, from CPCs to DSPs, in order to take the Digital Media Sales Certification exam.  The Founding Commission, charter companies and IAB staff had spent months working to develop a credential that embodied credibility and integrity.  And let me tell you, it was not an easy task. We were working in uncharted territory.  And by any measureable standard the IAB Certification program has been a success.

A Reason To Party
On Tuesday night, July 25, 2013, IAB was proud to host a celebration in recognition of the first class of Certification holders and all those who helped create and support IAB Digital Media Sales Certification. 

Here’s what we have accomplished in just one year:

  • More than 1,200 have registered for the program
  • Companies like AOL, Collective and IDG have committed to certifying their entire sales teams
  • A number of companies (24/7 Media, Trial Retail Media and About.com) have made Certification part of their hiring and training processes
  • Certification holders and their managers have given us tremendous positive feedback about the reception of the program from the marketplace
  • Every day sales professionals from leading companies across the country are signing up to take the exam

Peter_DSC4575_sm.jpgDuring the event, exclusive guests networked at Lavo in New York City. Many Certification holders and sales executives shared their experiences about how colleagues and clients have responded to Certification.

Matthew White, National Digital Director at Time Inc.’s My Recipes was on the committee that helped create the exam and is now a Certification holder. “This is a great training tool for companies.  It opens up your perspective to parts of the industry outside of your own experience.  This makes for a better understanding of your competition, the products they may be selling and how.”




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Randall Rothenberg, IAB President and CEO, told the crowd, that the Certification program came from his earliest meetings with IAB member companies, seven years ago. “The thing that came up over and over again from companies big and small was, ‘We need training!’  We learned after years of work, that the best way to scale training in a new industry was not to create the course work yourself.  It is to codify industry knowledge within your network, turn it into a standardized test, and get others to teach that test around the world.” 

Randall went on to say, “The program has exceeded our wildest expectations.  With big companies signing on and making it a requirement it’s taking on a life of its own.”

One of the most frequent questions we heard in the beginning was, “Why do sales people even need certification?”  We created the program because digital advertising buyers and sellers needed a benchmark to ensure that sales people had the basic knowledge required to sell new media programs.  The ecosystem changes so quickly, clients now have a deeper level of trust that the people they talk to understand the industry and comprehend their needs. No one’s asking “why” any longer.

 “With 1,000 people expected toLeslie_DSC4660_sm.jpg pass the test by the end of 2012, we are in a position to make the industry stronger.” said Scott Schiller, EVP of Advertising Sales at NBC Universal and Chairman of IAB Digital Media Sales Certification Commission.  “A few years ago one of the biggest complaints about the industry was the lack of perceived professionalism that digital sellers had compared to traditional media experts. (With Certification) the industry has come a long way, and the IAB is credited to helping with that.  I encourage all of you who have not taken the test to encourage your company to participate.”

Marta Martinez, AOL’s Head of Sales Strategy & Operations, addressed  the room on the company’s commitment to customer service, innovation and knowledge as well as “raising the bar on the internet,” helping clients fully leverage the medium as a marketing channel.  “At AOL there is a lot of effort in bringing balance between the premium advertising and programmatic sides of the house.  This is the reason why we requested that all of the front facing-sales people in the U.S. will be certified this year.  When we announced the program internally there was huge demand.  We are already seeing a lot of value from the program.  We are all starting to speak the same language and we are no longer in the business of translation with our clients.”


July 10, 2013 - IAB Certification DayPictureCertHolders_DSC4578_Sm.jpg
In two weeks, on July 10, 2013, will officially be declared IAB Certification Day.  It’s a day for certificants and friends of the program to demonstrate their support and pride for the credentials, by posting their badge online via social media.  We ask everyone to use the hash tag #iabcertday, so that IAB can showcase everyone who participates.  For information about how to participate or to follow the conversation on Certification Day go to: iab.net/certday

In just one year digital ad buyers, human resources professionals and sales executives have embraced the credential, integrating it into their business practice.  By no means are we done defining and refining the program, but the milestones of 2012-2013 are sure indicators that Digital Media Sales Certification is here to stay.

“The industry needs to continue to embrace quality in sales and product to gain better trust with clients.” said Certification holder and SVP of Sales at pulsepoint, John Ruvolo. “Certification is a great step in the right direction to set a benchmark of trust for the industry.”


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