Fall 2009 Curriculum

Fall 2009 Curriculum

All classes count towards the IAB Certificate in Interactive Advertising, earned after 40 hours of training with the IAB or our approved partners.
 

Schedule Subject to Change


SEMINARS@MIXX — On September 22, extend your learning experience by joining IAB Professional Development at the MIXX Conference and Expo. Catch the latest thinking and acquire new strategies from today’s leading companies, including: Audience Science, Q Interactive, comScore, Microsoft’s Atlas Institute, BBE, Electronic Arts, Massive, Arkadium, and Wild Tangent.

Seminars@MIXX run from 4:45P to 6:45P at the Crowne Plaza Hotel in NYC’s Times Square. Registration is now free.


September 22 Seminar@MIXX Targeting: Reaching the Right Audience Online - Taught by Experts from QInteractive and Audience Science

Targeting, largely based on contextual approaches, has always been a crucial component of successful advertising campaigns. However, today’s fragmented media landscape and highly empowered users make it harder and harder to find customers and stand out from advertising clutter. This seminar shows how new targeting approaches, based on innovative technologies and analytic frameworks, allow digital marketers to boost both reach and frequency in their campaigns, extend marketing messages across the purchase funnel, and stand out from competitors who may be over-reliant on the crowded contextual advertising space.

You will learn the important data sources that underlie today’s most important targeting tools, the principles that allow optimization engines to turn data into insight, and the regulatory and consumer privacy pitfalls that must be avoided at all costs. This seminar will help you get started in the world of data mining and segmentation approaches, retargeting, and predictive behavioral targeting, and also provide proven tips and techniques for those looking to take their campaigns to the next level.

Intended for marketers and media planners, this seminar will also be useful for traditional media professionals looking to understand this fundamental capability of interactive advertising.

4:45PM - 6:45PM, Crowne Plaza Hotel in NYC’s Times Square. Registration is now free.

To register for this class, click here.

Back to top


September 22 Seminar@MIXX Advertising Effectiveness 101 — When and How to Measure the Efficacy on Digital Campaigns - Taught by experts from comScore

This seminar will teach the basics of online campaign effectiveness including the capabilities of current analytics, common measures of effectiveness, and how to manage measurement projects efficiently.

Led by comScore, this class can help address the following questions:

  • What type of measurement should I use for a brand campaign online? Direct response?
  • How can I discern the varying contributions of different placements, creative and publishers?
  • How can I compare online efficacy against offline media?
  • How can I measure digital’s impact on direct sales that they occur offline?
  • Why is it important to understand the distinctions between different methodologies - panel vs.  survey vs. third party database matches? Can I use these different techniques together?
  • Who are the vendors offering measurement solutions and what are publishers and agencies able to do in-house?

This seminar is targeted at mid-level media planners, ad sales staff, as well as marketing and research teams from both publishers and agencies, particularly those tasked with proving the value of their media spend.

4:45PM - 6:45PM, Crowne Plaza Hotel in NYC’s Times Square. Registration is now free.

To register for this class, click here.

Back to top


September 22 Seminar@MIXX Conversion Attribution – Going Beyond the Last Ad – Taught by experts from Microsoft’s Atlas Institute

Digital media has always been defined by its measurability and accountability, but marketers are increasingly realizing the limitations of today’s narrowly defined metrics. Specifically, the last ad standard that has been in use for nearly a decade has become antiquated as ad campaigns become more complex, users spend more time online, and advertisers reach individuals across multiple channels.  Analyzing campaign success within distinct silos is highly limiting and assigning all the credit to the last ad served is overly simplistic, and conflicts with marketers’ need for true accountability.

This class will highlight flaws in current attribution systems that limit the efficiency of digital media on both the buy- and sell-sides, and describe ROI metrics that credit success based on a more nuanced perspective. We will outline industry-leading techniques and cutting-edge technologies that are aimed at solving these problems and paving the way for the next generation of defining the currency of online media. Specifically, this seminar will:

  • Demonstrate research around the amounts of data currently being discarded and synergies being ignored by traditional last-ad ROI systems.
  • Identify publisher positions in the sales funnel and those who stand the gain the most from holistic, alternative ROI measurement techniques.
  • Discuss next-generation ROI solutions in detail - including how they will affect publishers – and identify opportunities for publishers to get involved in shaping the space.

Targeted at mid-to-senior level publisher executives, the approaches presented in this class will help you more effectively present your offering to marketers and capture more of the value that your sites bring to the marketing landscape.

4:45PM - 6:45PM, Crowne Plaza Hotel in NYC’s Times Square. Registration is now free.

To register for this class, click here.

Back to top


September 22 Seminar@MIXX Video Game Advertising: Engaged Audience, Broad Reach, High Frequency – Taught by EA, Massive, comScore, Wild Tangent and Arkadium

Experts from IAB member companies will explore today’s video gaming sector and the exciting marketing potential unlocked by the growth of this entertainment medium. The class will debunk a number of common myths about this entertainment and advertising format and provide an overview of the video game landscape and up-to-date demographic analysis of the gaming audience. We will then review the kinds of inventory that exist in and around video games, and the kinds of results they can deliver. From display advertising products published “around games” to custom to dynamic ads purchased through a network, and custom-built “adver-games,” you will acquire the information you need to understand how video game advertising works and the tools to start using it yourself. Case studies of actual campaigns and demonstrations of the gaming experience will illustrate the opportunities for exciting and effective marketing campaigns.

4:45PM - 6:45PM, Crowne Plaza Hotel in NYC’s Times Square. Registration is now free.

To register for this class, click here.

Back to top


September 22 Seminar@MIXX Understanding and Succeeding with Digital Video Advertising – Taught by experts from BBE and eMarketer

Video is an increasingly important part of the online experience, with more and more content available in every category, from user-generated clips to full network programs. And with this dramatic growth of video content, marketers are able to access an entirely new form of advertising inventory that combines the addressability and flexibility of more traditional online formats with the emotional depth and story-telling capabilities that make TV advertising the center of most branding activity. This seminar will place the current user experience in its historical context, outlining the evolution of today’s video advertising, describing the rich universe of content as well as the shape of the audience it attracts. We will discuss the available ad formats and their strengths and weaknesses for various marketing objectives, and what unique capabilities that addressable video advertising brings to the marketing arsenal. Specifically, the class will address these key questions:

  • What is the consumer experience that is driving adoption of this medium, and what is the path of its likely evolution?
  • What new advertising opportunities does this medium enable?
  • Who are the key players and what do they offer consumers and marketers?
  • Who is doing video advertising well today and what lessons can be drawn from this success?
  • Why is digital video different from every existing advertising format, and how can you take advantage of these important distinctions?

Richly illustrated with examples and case studies, this seminar will outline proven strategies and provide an operating philosophy that will enable success for marketers looking to invest in this channel.

4:45PM - 6:45PM, Crowne Plaza Hotel in NYC’s Times Square. Registration is now free.

To register for this class, click here.

Back to top


October 15 - Professional Presentations: Turn Information into a Story That Sells – Taught by Anne Miller, Advertising, Presentation, and Sales Specialist

At a time when presentation skills need to be razor-sharp, too many ad sellers are “presenting” the virtues of their sites when they need to be “communicating” the value of their sites to advertisers and their bottom lines. And they need to do that in a compelling, engaging, persuasive way with confidence, authority, and credibility.

This 1/2 day seminar will show participants the difference between mediocre presentations that induce client yawns and exceptional presentations that close business.

With a combination of lecture, demonstration, and individual exercises, participants will learn how to:

  • Properly plan for specific presentations
  • Instantly connect with their buyer(s)
  • Build buying momentum for their story and make it compelling and engaging
  • Turn a presentation from a monologue into a dialogue
  • Give meaning and clarity to complex visuals
  • Close easily and naturally to the specific next step in the sales process
  • Deliver a presentation with confidence, authority, and passion

This seminar is designed for both junior reps with at least one year’s experience who need to get on top of their presentation game as well as more seasoned reps who want to re-tool and refine their performance.

Not only will participants gain a much deeper appreciation of what it takes to make a winning sales presentation and a clear understanding of their strengths and areas of weakness, they will acquire tools, tips, and techniques to apply what they’ve learned and ultimately bring in more business for their companies.

Anne is well-known in the media industry as a respected author, speaker, and seminar leader. In the last twenty-five years, she has taught salespeople at more than 100 print and online companies, including Yahoo!, DoubleClick, PointRoll, UGO, and Visible World, how to sell millions of dollars worth of advertising.

9:00 AM - 1:00 PM, IAB Offices in NYC, $249 non-members / $199 for IAB Members

To register for this class, click here.

Back to top


October 20 - Ad Operations for Account Execs – Taught by Ad Ops experts from AdMonsters, AOL, and the New York Times

Learn and understand the process of operations in online advertising campaigns, including concrete steps that you can take to speed execution and improve the bottom line. Ad Operations for Account Execs explains what the ad ops role is and the key operational issues AE's must focus on when selling to ensure their clients’ campaigns are successful. You will hear strategies for managing the complexity inherent in today’s interactive advertising environment and how to avoid common pitfalls in areas such as targeting, prioritization, and rich media execution. The new IAB Ad Operations best practices will provide a framework for discussion. Plus, real-world case studies will demonstrate the potential dangers of ignoring these critical factors.

Intended for Account Execs new to interactive, this class will provide a new set of tools for structuring RFPs and winning in the marketplace.

9A – 12 Noon, IAB Offices in NYC, $249 non-members / $149 for IAB Members

To register for this class, click here.

Back to top


October 21 - Advancing Your Digital Career – Taught by experts from The Mercury Group
Postponed to 2010, contact [email protected] for more information

IAB Professional Development has partnered with the Mercury Group to present their Career Transition Program in a 2-hour, highly interactive and discussion-oriented format. This insightful and actionable session is designed to help media professionals create focus and momentum during their career transition process. A professional career coach and an executive recruiter will provide techniques and strategies that will help you to uncover core competencies, communicate skills clearly, and create a clear action plan for your career transition agenda. The workshop will share tips from Mercury Group’s extensive experience that will present a clear snapshot of an effective career transition process and provide specific ideas to make you stand out with recruiters and prospective employers.

Note: This program does not count towards the IAB Certificate in Interactive Advertising

Back to top


October 29 – Marketing on the Go: Mobile Advertising - Taught by experts from Cars.com, Impact Mobile and eMarketer

Mobile advertising has been one of the great opportunities in the interactive space for the last decade, but the unique complexities of this environment have slowed progress. However, with recent improvements in network and handset technology, we may be reaching an inflection point. This seminar will present the current landscape in terms of mobile usage and audience demographics and discuss the impact of rising smartphone penetration. We will illustrate, using real-world examples, how mobile advertising can address the full range of marketing goals. The seminar will detail the spectrum of inventory options available today, from core offerings such as mobile display, messaging, and search to more advanced opportunities such as mobile video, voice ads, app-based advertising and location-based services. Cross-platform approaches will be discussed, as well as the current state of the art in terms of metrics. Finally we will present a framework for creative success in the mobile environment, and the keys to getting started with a mobile advertising campaign.

This class is intended for marketers and media planners looking to explore the mobile advertising space or advance existing, but nascent, mobile capabilities.

9A – 12 Noon, IAB Offices in NYC, $249 non-members / $149 for IAB Members

To register for this class, click here.

Back to top


November 5 - ROI Calculation: More Than Just the Last Click – Taught by experts from the Microsoft Advertising Institute

Digital media has always been defined by its measurability and accountability, but marketers are increasingly realizing the limitations of today’s narrowly defined metrics. Specifically, the last ad standard that has been in use for nearly a decade has become antiquated as ad campaigns become more complex, users spend more time online, and advertisers reach individuals across multiple channels.  Analyzing campaign success within distinct silos is highly limiting and assigning all the credit to the last ad served is overly simplistic, and conflicts with marketers’ need for true accountability.

This class will highlight flaws in current attribution systems that limit the efficiency of digital media on both the buy- and sell-sides, and describe ROI metrics that credit success based on a more nuanced perspective. We will outline industry-leading techniques and cutting-edge technologies that are aimed at solving these problems and paving the way for the next generation of defining the currency of online media. Specifically, this seminar will:

  • Demonstrate research around the amounts of data currently being discarded and synergies being ignored by traditional last-ad ROI systems.
  • Identify publisher positions in the sales funnel and those who stand the gain the most from holistic, alternative ROI measurement techniques.
  • Discuss next-generation ROI solutions in detail - including how they will affect publishers – and identify opportunities for publishers to get involved in shaping the space.

Targeted at mid- to senior-level publisher executives, the approaches presented in this class will help you more effectively present your offering to marketers and capture more of the value that your sites bring to the marketing landscape.

9A – 12 Noon, IAB Offices in NYC, $249 non-members / $149 for IAB Members

To register for this class, click here.

Back to top


November 12 - Metrics 101 — Understanding and Using Measurement Data - Taught by experts from Nielsen

This seminar will teach the basics of online metrics and measurement, and how this environment differs from traditional broadcast or print media in terms of media planning and buying. It will provide an overview of the common metrics used online, including uniques, impressions, and clicks, with the uses for each. Panel-based and server based methodologies will be contrasted, and pros, cons, and issues for each reviewed.

Led by The Nielsen Company, this class can help address the following questions:

  • What are the fundamental terms for online media planning, buying and execution? Get a rich understanding of Internet terms ranging from uniques and reach to impressions and cookies. Compare and contrast to traditional media terms and create an understanding of reach and frequency online.
  • Why is it important to understand the distinctions between panel information, web analytics data and third party ad server information? How do these distinctions impact estimates in the online marketplace?
  • How can publishers and agencies leverage these metrics to help convey a strong value proposition to clients?

Targeted to mid-level and junior ad sales staff and media planners; particularly those transitioning from traditional media to digital landscapes.

9A – 12 Noon, IAB Offices in NYC, $249 non-members / $149 for IAB Members

To register for this class, click here.

Back to top


November 19 – Online Brand Advertising: Latest Research and Panel Discussion - POSTPONED

The Magazine Publishers of America and the IAB join together to present research and discussion around one of the key issues facing today’s online publishers: What are the most effective strategies for capturing brand advertising dollars?  Publishers today are facing secular trends and a current cyclical downturn that place extraordinary pressure on online business models, and accelerating the shift in brand dollars to digital media is increasingly important to reignite growth. This series of panel discussions will first present three research studies that make strategic and tactical recommendations on the topic. The research studies include eMarketer’s Special Report on Online Brand Measurement; a study the IAB conducted with management consultancy Bain and Company, Building Brands Online; as well as in-house research on the topic from the MPA’s research department. Specific questions addressed include:

  • What are spending trends saying about online brand advertising?
  • How are measurement issues contributing to challenges in moving brand dollars online?
  • What are the other key obstacles to branding online?
  • What capabilities do publishers need to enhance to grow brand dollars?
  • How does this translate into a concrete action plan for publishers?

After the research roundtable, executives from major publishers, including Meredith and Rodale, will then share their marketplace insights and reactions to the research presentations, and discuss the approaches they are taking to win brand dollars.

Targeted at the management ranks of publishers — large and small — this half-day session promises to deliver insightful discussion and actionable recommendations that can help grow your business.

9 AM – 12 Noon, MPA Offices in NYC, $350 non-members / $225 for IAB Members.

POSTPONED - Please contact [email protected] to be notified when the class is rescheduled.

Back to top


December 3 - Understanding and Succeeding with Digital Video Advertising – Taught by experts from BBE and eMarketer

Video is an increasingly important part of the online experience, with more and more content available in every category, from user-generated clips to full network programs. And with this dramatic growth of video content, marketers are able to access an entirely new form of advertising inventory that combines the addressability and flexibility of more traditional online formats with the emotional depth and story-telling capabilities that make TV advertising the center of most branding activity. This seminar will place the current user experience in its historical context, outlining the evolution of today’s video advertising, describing the rich universe of content as well as the shape of the audience it attracts. We will discuss the available ad formats and their strengths and weaknesses for various marketing objectives, and what unique capabilities that addressable video advertising brings to the marketing arsenal. Specifically, the class will address these key questions:

  • What is the consumer experience that is driving adoption of this medium, and what is the path of its likely evolution?
  • What new advertising opportunities does this medium enable?
  • Who are the key players and what do they offer consumers and marketers?
  • Who is doing video advertising well today and what lessons can be drawn from this success?
  • Why is digital video different from every existing advertising format, and how can you take advantage of these important distinctions?

Richly illustrated with examples and case studies, this seminar will outline proven strategies and provide an operating philosophy that will enable success for marketers looking to invest in this channel.

9A – 12 Noon, IAB Offices in NYC, $249 non-members / $149 for IAB Members

To register for this class, click here.

Back to top


December 10 - Closing the Deal with Data: Using Research to Sell - Taught by Experts from Hitwise and Scripps Network

With an ever increasing number of new sites emerging weekly and tight advertising budgets, it is becoming more important than ever to know how best to position the value of your site. This course will cover how to navigate the myriad of metrics available to tell the best story that makes you stand out from the crowd.

One of the most valuable assets of your website is the audience that visits regularly to engage with your content, and understanding who they are and their preferences can go a long way during a sales pitch. Participants will gain an understanding about how to leverage research to convey a strong value proposition to potential advertisers, guidance on how to get the most out of in-house research teams, and some “tricks of the trade”  to write winning RFPs.

9 AM – 12 Noon, IAB Offices in NYC, $249 non-members / $149 for IAB Members

To register for this class, click here.

Back to top