Current Seminars

 

Intelligent Selling of Interactive Advertising — Level I & II Taught by The Laredo Group April 24th - 25th, 2014 9:00am - 5:00pm ET


Gain a thorough understanding of industry terminology, technologies, interactive advertising principles and in-depth “how to” knowledge during this two-day workshop series taught by The Laredo Group.

Level I

Essential Technologies, Concepts and Best Practices - Essential Technologies, Concepts and Best Practices - This foundational course reviews the essential building blocks explains and explains how all of the digital media components work together to provide a complete perspective of digital media opportunities, including a “how to” approach to getting started, following best-practices and ensuring that you have a thorough understanding that will enhance your career and benefit your clients. Whether you’re new or just need to improve your knowledge and skills, this is an essential course. Click here for a complete course description, registration, and pricing.

Level II

Intermediate Digital Sales Techniques - This course builds on the Level I course, providing more in-depth "how to" knowledge and sales skills needed for understanding all of the digital options. Course topics cover what media types and platforms work best for different client objectives and how to respond to brand, direct response and brand-response campaign goals as well as metrics and measurement criteria. Students will understand how digital currency and pricing relates to performance and how to use different research and data sources for better audience insights. Click here for a complete course description, registration, and pricing.

 

Each course satisfies 8 hours of professional training credits for Eligibility Option 2 or 3 for the Digital Media Sales Certification (DMSC). For more information, visit the DMSC Eligibility Requirements page.
 

9:00am – 4:30pm EST, The Friars Club – 57 E. 55th St, New York, NY 10022

Early bird pricing is available until 4/3/2014! IAB Members use referral code IABMEMBER to receive an additional $50 off each course.


 

 

April 24-25, 2014
Levels I & II

 


Understanding and Using Media Math, Taught by the Laredo Group Wednesday, April 30, 2014 2:30pm - 4:30pm

Basic Media Math, Applications and Applying the Metrics

This course will provide an overview of basic media math calculations and formulas along with an opportunity to practice and use these math skills to answer media-related questions and better position client expectations and opportunities. By understanding basic math skills, media sellers will improve their sales performance by having more robust discussions about campaign needs and performance.  These math skills are also needed to pass the IAB Digital Media Sales Certification exam.

The course includes basic math formulas for working with averaging, fractions, percentages, and indexing; applying formulas to calculate CPM, eCPMs, impressions, media costs, CTR, and Return on Ad Spend (ROAS); and a review of how media calculations are used to estimate audience reach and composition and SOV.  A list of resources to gain more experience will be provided as well.

  • Introduction
  • Basic Media Math
  • Media Applications
  • Math and Media Metrics
  • Math Skill Practice
  • Resources
  • Wrap-Up

2:30pm - 4:30pm - The Ad Lab, IAB Offices 116 E. 27th Street - Floor 8, New York, NY 10016

$149 IAB Member / $199 non-member

 

                                                                

To sign up for the MEDIA MATH + DMSC STUDY SESSION BUNDLE at a discounted rate, visit

Study Session: Digital Media Sales Certification

 


Study Session: Digital Media Sales Certification, Facilitated by The Laredo Group Wednesday, April 30, 2014 6:00pm - 8:30pm ET

Are you looking for additional preparation before you take the Digital Media Sales Certification exam? This 2.5-hour Study Session facilitated by The Laredo Group will prepare candidates for the exam by refreshing and updating their knowledge of digital media sales in effort to improve their overall score and increase chances of success. This is not a training course but rather a review and clarification session for those who already have a strong baseline understanding of exam topics. The DMSC Study Session will review the major content areas of the exam outlined in the DMSC Study Guide and DMSC Practice Test and also dedicate plenty of time for Q&A.

Food and beverage served

6:00pm – 8:30pm, The Ad Lab at IAB Offices – 116 East 27th Street, 8th Floor New York, NY 10016                        

Understanding and Using Media Math: In-person attendees may also have the option to bundle their attendance with this fundamental course providing an overview of basic media math at a discounted rate. The same-day course is prior to the DMSC Study Session from 2:30pm - 4:30pm in the Ad Lab. For more information, please visit Understanding and Using Media Math here.

 

 

 

Registration: $49 IAB members / $79 non-member

Bundle Registration w/ Media Math (In-person ONLY): $168 IAB member / $236 non-member


 


Intelligent Selling of Interactive Advertising — Level I & II, Taught by The Laredo Group June 2nd - 3rd, 2014 9:00am - 5:00pm ET

Gain a thorough understanding of industry terminology, technologies, interactive advertising principles and in-depth “how to” knowledge during this 2-day workshop series taught by The Laredo Group.

Level I

Essential Technologies, Concepts and Best Practices - Essential Technologies, Concepts and Best Practices - This foundational course reviews the essential building blocks explains and explains how all of the digital media components work together to provide a complete perspective of digital media opportunities, including a “how to” approach to getting started, following best-practices and ensuring that you have a thorough understanding that will enhance your career and benefit your clients. Whether you’re new or just need to improve your knowledge and skills, this is an essential course. Click here for a complete course description, registration, and pricing.

Level II

Intermediate Digital Sales Techniques - This course builds on the Level I course, providing more in-depth "how to" knowledge and sales skills needed for understanding all of the digital options. Course topics cover what media types and platforms work best for different client objectives and how to respond to brand, direct response and brand-response campaign goals as well as metrics and measurement criteria. Students will understand how digital currency and pricing relates to performance and how to use different research and data sources for better audience insights. Click here for a complete course description, registration, and pricing.

Each course satisfies 8 hours of professional training credits for Eligibility Option 2 or 3 for the Digital Media Sales Certification (DMSC). For more information, visit the DMSC Eligibility Requirements page.
 

9:00am – 5:00pm ET, The Ad Lab at IAB Offices – 116 East 27th Street, 8th Floor, New York, NY 10016

Early bird pricing available! IAB Members use referral code IABMEMBER to receive an additional $50 off each course.

 

 

June 2-3, 2014
Levels I,II

 


Native Advertising for Media Sellers, Taught by the Laredo Group Tuesday, July 1, 2014 1:30pm - 4:30pm

Publishers and social platforms are constantly announcing new ad programs; advancing and evolving their formats, placements and functionality to create more seamless and impactful advertising experiences. This program will dissect why and what is driving this new era of ad innovation, how advertisers should approach and evaluate the opportunities, detail what resources are needed to create and measure campaigns, and explore what issues the publishers and industry have to address to maintain trust and transparency in creating deeper relationships between consumers and advertisers. By participating in this half-day session, you will understand the components, opportunities and challenges of native advertising as well as know what it takes to leverage these new ad programs in the sales process.

*This seminar qualifies for 3 continuing education credits toward IAB recertification for the Digital Media Sales Certification. For more info, visit www.iab.net/certification/sales/recertification.

1:30pm - 4:30pm, Ad Lab, IAB Offices- 116 E. 27th Street, Floor 7 New York, NY 10016

 

                                                     
 

 


Intelligent Selling of Interactive Advertising — Level I & II Taught by The Laredo Group July 23rd - 24th, 2014 9:00am - 5:00pm ET


Gain a thorough understanding of industry terminology, technologies, interactive advertising principles and in-depth “how to” knowledge during this 2-day workshop series taught by The Laredo Group.

Level I

Essential Technologies, Concepts and Best Practices - Essential Technologies, Concepts and Best Practices - This foundational course reviews the essential building blocks explains and explains how all of the digital media components work together to provide a complete perspective of digital media opportunities, including a “how to” approach to getting started, following best-practices and ensuring that you have a thorough understanding that will enhance your career and benefit your clients. Whether you’re new or just need to improve your knowledge and skills, this is an essential course. Click here for a complete course description, registration, and pricing.

Level II

Intermediate Digital Sales Techniques - This course builds on the Level I course, providing more in-depth "how to" knowledge and sales skills needed for understanding all of the digital options. Course topics cover what media types and platforms work best for different client objectives and how to respond to brand, direct response and brand-response campaign goals as well as metrics and measurement criteria. Students will understand how digital currency and pricing relates to performance and how to use different research and data sources for better audience insights. Click here for a complete course description, registration, and pricing.

 

Each course satisfies 8 hours of professional training credits for Eligibility Option 2 or 3 for the Digital Media Sales Certification (DMSC). For more information, visit the DMSC Eligibility Requirements page.
 

9:00am – 4:30pm ET, The Ad Lab at IAB Offices – 116 East 27th Street, 8th Floor, New York, NY 10016

Early bird pricing is available! IAB Members use referral code IABMEMBER to receive an additional $50 off each course.


 

 

July 23-24, 2014
Levels I & II

 


Intelligent Selling of Interactive Advertising — Level I & II, Taught by The Laredo Group September 16th - 17th, 2014 9:00am - 5:00pm ET

Gain a thorough understanding of industry terminology, technologies, interactive advertising principles and in-depth “how to” knowledge during this three-day workshop series taught by The Laredo Group.

Level I

Essential Technologies, Concepts and Best Practices - Essential Technologies, Concepts and Best Practices - This foundational course reviews the essential building blocks explains and explains how all of the digital media components work together to provide a complete perspective of digital media opportunities, including a “how to” approach to getting started, following best-practices and ensuring that you have a thorough understanding that will enhance your career and benefit your clients. Whether you’re new or just need to improve your knowledge and skills, this is an essential course. Click here for a complete course description, registration, and pricing.

Level II

Intermediate Digital Sales Techniques - This course builds on the Level I course, providing more in-depth "how to" knowledge and sales skills needed for understanding all of the digital options. Course topics cover what media types and platforms work best for different client objectives and how to respond to brand, direct response and brand-response campaign goals as well as metrics and measurement criteria. Students will understand how digital currency and pricing relates to performance and how to use different research and data sources for better audience insights. Click here for a complete course description, registration, and pricing.

Each course satisfies 8 hours of professional training credits for Eligibility Option 2 or 3 for the Digital Media Sales Certification (DMSC). For more information, visit the DMSC Eligibility Requirements page.

9:00am – 5:00pm ET, The Ad Lab at IAB Offices – 116 East 27th Street, 8th Floor, New York, NY 10016

Early bird pricing is available until 8/27/2014! IAB Members use referral code IABMEMBER to receive an additional $50 off each course.

 

 

September 16-17, 2014
Levels I & II

 


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Schedule Subject to Change