Past Seminars

Ad Operations for Sales and Account Execs, In Partnership with AdMonsters

As the display advertising marketplace has evolved, so has the relationship between sales and operations. It's now critical that both ‘sides’ understand each other, to make sure clients’ needs are met and ultimately the company makes money. Designed for sales people and account executives, this course will share why operations operates in the way that it does, what you can do to help make sure campaigns deliver as promised and best practices to avoid common pitfalls when sales hands things over to operations. Understand why operations sometimes say no and learn how to work with your ops team to provide you the tools you need to be successful.

This course is geared towards junior level and/or new to the industry salespeople.


This course took place on Thursday, April 26, 2012


Advanced Programmatic for Direct Sellers

Ready to advance your knowledge of programmatic sales? Join Matt Prohaska, Principal at Prohaska Consulting and former Programmatic Advertising Director at The New York Times, as he shares the necessary knowledge and skills needed to advance your proficiency and your company’s business to the next level in programmatic sales. The full-day course will cover topics ranging from the evolution of the seller, rise of programmatic, the buyer’s landscape and more.

Course topics will also include:

  • How sales and ad operations are working together to achieve programmatic efficiency
  • The 5 stages of digital selling and how they translate to programmatic selling
  • What’s happening in the evolving buyers' market, plus an in-person guest interview

The course will build on the content and information presented in the Programmatic 101 for Direct Sellers Webinar which can be listened to at http://bcove.me/3x8mzyl1.

*This course qualifies for 8 continuing education credits toward IAB recertification for the Digital Media Sales Certification. For more info, visit www.iab.net/sales/certification.

9:00am - 5:00pm, Ad Lab, IAB Offices- 116 E. 27th Street, Floor 7 New York, NY 10016

$299 Members/$399 Non-members

 

                                                     
 

 


This course took place on Wednesday, June 18, 2014


Advanced Programmatic for Direct Sellers - Chicago

Due to the popularity of the New York event, this class is now being offered in Chicago! Join Matt Prohaska, CEO & Principal of Prohaska Consulting and former Programmatic Advertising Director at The New York Times, as he shares the necessary knowledge and skills needed to advance your proficiency and your company’s business to the next level in programmatic sales.

“I thought the speaker was very knowledgeable on the subject and loved the way he broke down complex topics into easily relatable examples.” - Attendee via anonymous survey

The full-day course will cover topics ranging from the evolution of the seller, rise of programmatic, the buyer’s landscape and more. Course topics will also include:

  • How sales and ad operations are working together to achieve programmatic efficiency
  • The 5 stages of digital selling and how they translate to programmatic selling
  • What’s happening in the evolving buyers' market, plus an in-person guest interview

Please note, while this content was designed with direct sellers in mind, the session is open to all who are interested. The course will build on the content and information presented in the Programmatic 101 for Direct Sellers Webinar which can be viewed here: http://bcove.me/3x8mzyl1.

*This course qualifies for 7 continuing education credits toward IAB recertification for the Digital Media Sales Certification and Digital Ad Operations Certification. For more info, visit www.iab.net/sales/certification.

 

9:00am - 5:00pm, Tribune Offices - 435 N. Michigan Ave, Chicago, IL 60611

Space is limited so register today!  $199 IAB Certification Holder/$299 Members/$399 Non-members

 

                                                     
 

 


This course took place on Thursday, August 21, 2014


Advanced Programmatic for Direct Sellers - San Francisco

Due to the popularity of the New York event, this class is now being offered in San Francisco! Join Matt Prohaska, CEO & Principal of Prohaska Consulting and former Programmatic Advertising Director at The New York Times, as he shares the necessary knowledge and skills needed to advance your proficiency and your company’s business to the next level in programmatic sales.

“I thought the speaker was very knowledgeable on the subject and loved the way he broke down complex topics into easily relatable examples.” - Attendee via anonymous survey

The full-day course will cover topics ranging from the evolution of the seller, rise of programmatic, the buyer’s landscape and more. Course topics will also include:

  • How sales and ad operations are working together to achieve programmatic efficiency
  • The 5 stages of digital selling and how they translate to programmatic selling
  • What’s happening in the evolving buyers' market, plus an in-person guest interview

Please note, while this content was designed with direct sellers in mind, the session is open to all who are interested. The course will build on the content and information presented in the Programmatic 101 for Direct Sellers Webinar which can be viewed here: http://bcove.me/3x8mzyl1.

*This course qualifies for 7 continuing education credits toward IAB recertification for the Digital Media Sales Certification and Digital Ad Operations Certification. For more info, visit www.iab.net/sales/certification.

 

9:00am - 5:00pm, San Francisco Chronicle - San Francisco, CA

Space is limited so register today!  $199 IAB Certification holder/$299 Members/$399 Non-members

 

                                                     
 

 


This course took place on Wednesday, August 13, 2014


All You Need to Know about the Certification Program in less than 45 minutes

The DMSC program has certified over 400 individuals in the past 9 months with many more in the pipeline to test. What is the advantage of this exam? Who should apply? When can you test? Join us as we answer these questions and more in one of our upcoming “Everything You Always Wanted to Know About the Certification Program in Less than 45 Minutes” webinars. If you’re interested in registering yourself or getting your sales team certified, this is the best place to start asking questions.
 

Register Now

 

 


This course took place on Wednesday, March 20, 2013


Audience Targeting for Digital Marketers, In Partnership with Training Craft

As the display advertising marketplace has evolved, so has the relationship between sales and operations. It's now critical that both ‘sides’ understand each other, to make sure clients’ needs are met and ultimately the company makes money. Designed for sales people and account executives, this course will share why operations operates in the way that it does, what you can do to help make sure campaigns deliver as promised and best practices to avoid common pitfalls when sales hands things over to operations. Understand why operations sometimes say no and learn how to work with your ops team to provide you the tools you need to be successful.

This half day workshop explores ways that audience targeting is being effectively used today and gives attendees hands-on approaches to plan and develop targeted campaign using a wide spectrum of audience targeting approaches including behavioral targeting, demographic targeting, site retargeting, contextual targeting, technographic and IP targeting and predictive targeting. Participants will learn how to:

  • Develop comprehensive audience targeting plans that mesh with set campaign goals
  • Increase digital ad campaign results and overall campaign ROI
  • Select the perfect ad targeting opportunity for a wide range of audiences and circumstances
  • Identify the criteria used in developing segment targeting campaigns
  • Create retargeting campaigns that rebrand previous site visitors and drive conversion
  • Explore up and coming audience targeting models and opportunities

This course is geared towards junior level and/or new to the industry salespeople.


This course took place on Tuesday, July 10, 2012


Digital 101 for Sales, In Partnership with UTALK

Give sales teams a solid understanding of integrated digital strategy and impart a strong sense of confidence when selling client facing digital solutions across a variety of platforms. This ½ day workshop will:

  • Pitch the most suitable online solutions to clients with confidence so all objections can be handled and overcome and the right commercial solutions be developed
  • Provide an overview of the new digital trends and business and potential future developments
  • Emphasize on best practices in search, analytics, display and social media advertising as well as the overarching integrated strategy
  • Explain the importance of digital analytic tools to measure and monitor performance (ROI, KPI’s)

This course is geared towards junior level and/or new to the industry salespeople on the publisher-side.


This course took place on Thursday, April 12, 2012


Digital Advertising Operations for Beginners, In Partnership with Econsultancy

Media buyers and sellers new to the realm of digital advertising and marketing need a foundational understanding of how advertising inventory, the roles of publishers and advertisers, the different media channels available and the technologies and methodologies being used by Ad Ops professionals all work together and allow them effectively plan and manage digital campaigns. This full-day workshop has been designed to provide attendees with fast-track insights into how to approach this complex marketplace so they can better plan and manage efficient campaigns of their own.

Special training focus will be on providing attendee with hands-on exercises designed to help reinforce the presented material that covers:

  • The Essentials of Online Advertising
  • Digital Ad Delivery Overview
  • Ad Ops Fundamentals
  • Measuring Campaign Success
  • Ad Products and Targeting
  • RFP and Responses to RFPs

This course took place on Wednesday, February 22, 2012


Digital Marketing Ecosystem, In Partnership with Econsultancy

Participants will gain an understanding of the rapidly evolving and often complex interactive media ecosystem. This seminar will discuss the different kinds of marketing activities that take place online, the technology and business processes that enable them, as well as the major players involved.

This training course will include explanations of the vocabulary required to understand and succeed in today’s media environment and case studies that will be used to illustrate the concepts and encourage discussion. This session will also discuss the sales cycle and share some best practices for selling and buying digital media. You will gain a perspective on how paid advertising can work together with owned and earned media as a holistic digital strategy

Specifically, this session will address:

  • Internet Business Models
  • The Players and Their Roles
  • Digital Marketing Strategies
  • Online Advertising Inventory and Currency
  • Executing the Digital Campaign: Ad Operations Overview
  • Key Enabling Technologies for Advertising
  • Behavioral Targeting: What it is and how it works
  • Campaign Management Issues
  • Processes and Strategies for Selling
  • Internet Math: A Primer on Metrics
  • Owned, Earned, and Paid Media: How advertising fits into a larger marketing strategy

This course is geared towards junior level and/or new to the industry salespeople.

Topics covered in this workshop are aligned with some of the areas found in the IAB Digital Media Certification test content outline.

9:00AM - 12:30PM, The Ad Lab at IAB Offices - 116 East 27th Street, 8th Floor, New York, NY 10016
$299 non-members / $249 for IAB Members
- Discount Code: DEIAB50 for $50 Off

Register Now


This course took place on Wednesday, October 24, 2012


Digital Media Sales Certification Workshop, Taught by Econsultancy

This foundational workshop will build on your core understanding of digital media sales and prepare you for the IAB Digital Media Sales Certification by covering important concepts and topics related to the exam. Taught by digital media veteran Doug Wintz, this two-day course is broken down into manageable modules from tools of the trade and targeting to recent media trends and products.

Topics will include:


•    Tools of the trade
•    How Digital Media Changed the Paradigm
•    Digital Media Products
•    Targeting
•    Measuring Digital Media
•    The Mechanics of Digital Media
•    Digital Media Math
•    Selling Digital Media
•    Ad Operations – Supporting Digital Sales
•    From Quote to Cash
•    Recent Media Trends and Products


This course is ideal for digital salespeople who would like to raise their professional acumen or for those with little exposure to online marketing channels but would like to become aware of the most important guidelines and best practices in digital sales.

9:00am – 5:00pm, The Ad Lab at IAB Offices – 116 East 27th Street, 8th Floor, New York, NY 10016
$995 Registration Fee

Register Now


This course took place on Tuesday, March 12, 2013 and Wednesday, March 13, 2013


Digital Media Sales Certification Workshop, Taught by The Knowledge Engineers

Accelerate your knowledge of the digital sales industry during this full-day, intense workshop that will prepare you for the Digital Media Sales Certification exam. Taught by The Knowledge Engineers’ expert staff, this course is designed to increase your digital marketing skills and inform participants of the best practices and guidelines in digital sales.

Course topics align with DMSC content areas:

•    Comprehending the Digital Advertising Ecosystem
•    Selling Digital Media
•    Managing Digital Advertising Campaigns
•    Analyzing Campaign Performance
 

This course is geared for junior level and/or new to the industry salespeople. (This class applies to Eligibility Option 2 for professional training credits. For more information, visit the DMSC Eligibility Requirements page.)

9:00AM – 5:00PM, The Ad Lab at IAB Offices - 116 East 27th Street, 8th Floor, New York, NY 100161
$595 IAB Members/$695 non-member

Register Now


This course took place on Tuesday, April 9, 2013


E-course: Native Advertising Primer for Sellers and Marketers

Did you know that 75% of online publishers offer native advertising to their clients? Or that the category is projected to grow by $700 million each year for the next four years (source: eMarketer)? Don’t get left behind in the native sweep of digital advertising.

Whether you know little about native or are looking to sharpen your expertise in marketing content, this webinar series will take a deep dive into achieving targeted results. Based on the framework of the IAB Native Advertising Playbook, instructor Rob Peterson of BarnRaisers will guide you through three presentations:   

  • The Content Marketing Ecosystem
  • 12 Myths & Realties of Native
  • 10 Native Case Studies that will prove ROI for brands and reveal the how and why

This IAB e-course is comprised of three, 1-hour sessions given over the course of three weeks. Each webinar is 45 minutes with 15 minutes for Q&A.  For further information regarding native advertising, visit the IAB website at www.iab.net/nativeadvertising.

 

Webinar #1
Role of Native Advertising in the Content Marketing Ecosystem
Tuesday, August 5 – 1 -2pm EST

An ecosystem is defined as living organisms interacting with their environment.  It’s a cycle and a chain where even small disturbances in the ecosystem have larger consequences. That’s why, when considering, buying or selling Native Advertising, it’s important that it is aligned within the Content Marketing Ecosystem, where 28% of B2C and 30% of B2B marketing budgets are now allocated and where over 55% plan to increase spending this year. In this webinar, you’ll learn how content marketing works across all three channels – paid, owned and earned. And the transparency, consumer disclosure and fair use required for Native Advertising to thrive in this ecosystem.

Webinar #2
12 Myths vs. Reality about Native Advertising
Tuesday, August 12 – 1-2pm EST

Is Native Advertising really “native or not”? Is it an aspiration form that increases brand engagement through participation or is it the modern term for the practice of placing ads within editorial – comparable to advertorials and ezines in the past. Join Susan Borst, Director, Industry Initiatives at the IAB and a lead on the IAB Native Advertising Task Force and Rob Petersen, MBA Faculty in Digital Marketing at Rutgers CMD as the tackle the big issues in a point-counterpoint debate. Susan and Rob get to the heart of the matter as they explore the six types of Native Ads using real examples compared against the IAB evaluation framework. It’s guaranteed to be a spirited debate you won’t want to miss.

Webinar #3
10 case studies prove the ROI of Native Advertising
Tuesday, August 19 – 1-2pm EST

U.S. native-ad spending on social sites is expected to hit $2.36 billion, or 39% of total U.S. paid social ad spend this year, according to a report from market research company BIA/Kelsey. The report forecasts that social native ad spend will grow 93% to $4.57 billion by 2017. Native advertising is predicted to transform marketing but, for the brands that purchase it, do Native Ads “show me the money.” In this final webinar of our Native Advertising series, we review 10 case studies that prove the ROI of Native Advertising to show not only what is working by how and why. Also, we’ll explore how it works differently than other forms of paid ads, like display and banner advertising in delivering ROI for brands – B2C and B2B.

 *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.

1:00 – 2:00pm EST – August 5, 12, and 19, 2014
$99 IAB Members; $149 Non-members; and $79 IAB Certification holders
(This is an e-course; Webinars may only be purchased as a series, not as individual courses.)
                                          

 

                                                     
 

 


This course took place on August 5th, 12th and 19th


Email Marketing, Taught by Econsultancy

This course will help you to develop your email marketing campaigns by covering a range of prevalent issues including identifying costly mistakes, using appropriate behavioral targeting, integrating email with your offline activities, and assessing your newsletter effectiveness. You will leave the day with a sharpened email strategy having reviewed the effectiveness of your email communications.

Upon completion of this course, you'll be able to:

  • Dramatically improve your email marketing results
  • Sharpen your email marketing strategy, use testing techniques and evaluate ROI
  • Ensure your emails reach their target audience
  • Use registration and click stream data to personalize your campaigns
  • Identify and avoid costly email marketing mistakes

This course is ideal for those with limited experience of email marketing looking to improve their knowledge of the channel, or anyone who manages email marketing campaigns and wants better results from their communications.

9:00AM - 5:00PM, The Ad Lab at IAB Offices - 116 East 27th Street, 8th Floor, New York, NY 10016
Fee: $595

Register Now


This course took place on November 12th, 2012 1:00 AM


Everything You Always Wanted To Know About The Certification Program In Less Than 45 Minutes

Haven’t heard about the Certification program? Don’t know why you should take it? Attend the next “Everything You Always Wanted To Know About The Certification Program In Less Than 45 Minutes” webinar on February 8 at 12pm.  Whether you are interested in taking control of your own career, or looking to get your entire sales team certified, you will learn about the program that’s creating a new standard in digital sales.


12:00pm - 12:45pm

Register Now


This course took place on Friday, February 8, 2013


Exploring Mobile Markets, Taught by 212 Professional Development

Mobile usage is growing at a rapid rate. Eighty-five percent of Americans own cell phones and more than half of cell-phone users own a smart phone.  Consumers can now receive marketing messaging wherever they are. They can engage with brands via social, email, web and applications at all times.  The rapid growth of smart phones has not only provided new marketing opportunities but has also created new careers paths for marketers and advertisers to pursue. Join 212 to learn about this rapidly evolving field to learn about the job opportunities available in mobile.  Hear from professionals from top companies to discover the career paths available in mobile email, SMS, mobile advertising and app development.

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

Register Now


This course took place on Tuesday, July 31, 2012


Fast Track Digital Marketing, Taught by Econsultancy

This intensive two-day course will look at the key considerations for digital marketers, how to build the dream online strategy and assess what the future has in store.

This course will run through the acquisition tools (search, affiliate marketing, display advertising) and retention techniques (email, web personalization) as well as some of the management issues (legal issues, data gathering, integration with offline activity). The course will also demystify the technical jargon commonly used in digital marketing such as RSS feeds, mash-ups, tag clouds, AJAX, social bookmarking and more...all in a simple, easy to understand way.

9:00AM - 5:00PM, The Ad Lab at IAB Offices - 116 East 27th Street, 8th Floor, New York, NY 10016
Fee: $995

Register Now


This course took place on Wednesday, September 19, 2012 and Thursday, September 20, 2012


Getting That First Appointment, In Partnership with The Center for Sales Strategy

One of the most difficult aspects of selling is getting the first appointment with a new prospect. Simply getting the appointment is not the goal; the goal is to get a good appointment. Of course, you and your company have a lot to offer but if the prospect doesn’t know this; you’re probably not going to get an appointment. You need to differentiate and distinguish yourself from the rest of the pack to get that first appointment—and ensure it’s a good one.

This course is geared towards junior level and/or new to the industry salespeople on the publisher-side.
This course took place on Thursday, March 29, 2012


How to be a Digital Media Trader, Produced by Prohaska Consulting, Led by Matt Prohaska

“How to be a Digital Media Trader” is a new education series providing valuable tools for the fastest-growing of digital media. This 5-week, 10-night, 20-hour course gives you the big-picture perspective and practical step-by-step real-world understanding of how to drive success for clients in this programmatic, audience-based world throughout Display, Mobile, and Video. Each class features senior-level instruction, industry vets as guest speakers, and hands-on workshops. Learn best practices to improve your current job, or gain valuable skills for your next job.

The series starts Monday, July 30th in New York, and is produced by Prohaska Consulting, led by Matt Prohaska, former head of media and data at [x+1]. “How to Be” is hosted by the IAB and Gannett, in partnership with Digilant, TubeMogul, and The Trade Desk. We have just 10 student spots left for this hands-on, deep-dive learning experience, so register today. And just mention IAB when signing up to receive $100 off the student fee.

6:00PM - 8:00PM, Click here for various locations

Register Now


This course took place on Monday, July 30 - Wednesday, August 29


IAB Digital Media Sales Certification FAQ

Did you miss the last FAQ webinar? Did you just find out about it? Are you in luck! Here's another opportunity to learn everything about the Digital Media Sales Certification program in less than 45 minutes...

1:00pm – 1:45pm

Friday, April 19, 2013

Register Now

 


This course took place on Friday, April 19, 2013


IAB Digital Media Sales Certification FAQ

Did you miss the last FAQ webinar? Did you just find out about it? Are you in luck! Here's another opportunity to learn everything about the Digital Media Sales Certification program in less than 45 minutes...

12:00pm – 12:45pm

Wednesday, July 3, 2013

Register Now

Friday, July 12, 2013

Register Now

 


This course took place on July 3, 2013 and July 12, 2013


Intelligent Selling of Interactive Advertising – Level I, Taught by The Laredo Group

Essential Technologies, Concepts and Best Practices - Gain a thorough understanding of industry terminology, technologies and interactive advertising principles and concepts. This course will cover ad delivery, measurement, pricing, research and creative; highlighting those components that impact advertising delivery, efficiency and performance. 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.

9:00AM - 4:30PM, The Ad Lab at IAB Offices - 116 East 27th Street, 8th Floor, New York, NY 10016

Register Now


This course took place on Tuesday, November 13, 2012


Intelligent Selling of Interactive Advertising – Level II, Taught by The Laredo Group

Intermediate Digital Sales Techniques - Designed for publishers, VP Sales, national account directors, senior sales reps, e-business managers and directors, marketing managers and directors, business development managers and directors, print and broadcast sellers who are transitioning to digital sales, those in digital media who want to accelerate their media revenues. Click here for a complete course description, registration, and pricing.

9:00AM - 4:30PM, The Ad Lab at IAB Offices - 116 East 27th Street, 8th Floor, New York, NY 10016

Register Now


This course took place on Wednesday, November 14, 2012


Intelligent Selling of Interactive Advertising — Level I & II Taught by The Laredo Group


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

 


This course took place on July 23rd - 24th, 2014


Intelligent Selling of Interactive Advertising — Level I & II Taught by The Laredo Group


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

 


This course took place on April 24th - 25th, 2014


Intelligent Selling of Interactive Advertising — Level I & II Taught by The Laredo Group


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 ET, The Ad Lab at IAB Offices – 116 East 27th Street, 8th Floor, New York, NY 10016

Early bird pricing is available until 12/23/2013! IAB Members use referral code IABMEMBER to receive an additional $50 off each course.


 

 

January 13-14, 2014
Levels I & II

 


This course took place on January 13th - 14th, 2014


Intelligent Selling of Interactive Advertising — Level I & II, Taught by The Laredo Group

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

 


This course took place on June 2nd - 3rd, 2014


Intelligent Selling of Interactive Advertising — Level I & II, Taught by The Laredo Group

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 2/5/2014! IAB Members use referral code IABMEMBER to receive an additional $50 off each course.

 

 

February 25-26, 2014
Levels I & II

 


This course took place on February 25th - February 26th, 2014


Introduction to Digital Native Advertising, Taught by Certified Sales Training

Are you ready for the next wave of content advertising? According to a recent poll, over 30 perfect of publishers are planning on offering native advertising services to their advertising clients during 2013. Join industry veteran Rob ‘Spider’ Graham as he explores how digital Native Advertising is being positioned, implemented and sold by publishers today. This half-day training session will give attendees a solid foundation of understanding of what native advertising is, how it’s being used effectively by publishers and advertisers and ways that publishers can leverage this new advertising push to increase sales revenue and advertiser satisfaction.

This training will cover:

•     Simple strategies that publishers can use to create native advertising content that engages consumers and meets the needs of advertisers
•    An exploration of the native advertising media matrix
•    Ways to position and measure native advertising for greatest impact
•    How native advertising will impact the mobile markets
 

This course is geared for new to intermediate publisher sales teams.

This course satisfies 3 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 – 12:30pm, The Ad Lab at IAB Offices – 116 East 27th Street, 8th Floor, New York, NY 10016
$349 non-members / $249 for IAB members

Register Now


This course took place on Thursday, May 16, 2013


Introduction to Programmatic Media Buying, Taught by Certified Sales Training

Author, columnist and trainer Spider Graham demystifies how Programmatic Buying and Real Time Bidding (RTB) systems are changing the face of modern media buying to allow advertisers to make greater impact with their digital display advertising campaigns while giving publishers a powerful way to sell more inventory at a higher yield.

This half-day workshop explores how advertisers and publishers are using programmatic digital media buying (and selling) systems to best reach target audiences while decreasing costs and increasing profitability. From ad networks to Demand Side Platforms (DSPs) to systems that allow publishers to quickly sell available impressions, Programmatic Buying is taking a lot of the toil out of the digital media buying process while creating new challenges for media buyers and sellers.

This workshop will give media sellers and buyers a better understanding of the best practices being used today by advertisers and publishers. Participants will learn about:

•   Defining Programmatic Buying
•   The Programmatic Buying Landscape
•   The unparalleled growth of Programmatic Buying
•   How Real-Time Bidding works
•   How ‘Big Data’ is driving Programmatic
•   RTB and Audience Targeting
•   What Media Planners need to know about Programmatic
•   Building efficient buying and selling systems
•   Programmatic Buying for Video and Mobile advertising

This workshop will also promote confidence in understanding the digital ecosystem, provide sales opportunities for web publishers, increase advertiser revenues and improve client relationships.

This course is geared towards junior level and/or new to the industry salespeople and media buyers/planners.

9:00am – 12:30pm ET, The Ad Lab at IAB Offices – 116 East 27th Street, 8th Floor, New York, NY 10016
$349 non-members / $249 for IAB members

Early Bird Savings: Save an additional $50 when you register by June 28. Use discount code PDSPIDER at checkout.

This class qualifies for re-certification credits.

Register Now


This course took place on Tuesday, July 9, 2013


Introduction to Programmatic Media Buying, Taught by Spider Graham

Author, columnist and trainer Spider Graham demystifies how Programmatic Buying and Real Time Bidding (RTB) systems are changing the face of modern media buying to allow advertisers to make greater impact with their digital display advertising campaigns while giving publishers a powerful way to sell more inventory at a higher yield.

This half-day workshop explores how advertisers and publishers are using programmatic digital media buying (and selling) systems to effectively reach target audiences while decreasing costs and increasing profitability. From ad networks to Demand Side Platforms (DSPs) to systems that allow publishers to quickly sell available impressions, Programmatic Buying is taking a lot of the toil out of the digital media buying process while creating new challenges for media buyers and sellers.

This workshop will give media sellers and buyers a better understanding of the best practices being used today by advertisers and publishers. Participants will learn:

•   How to Define Programmatic Buying
•   The Programmatic Buying Landscape
•   The unparalleled growth of Programmatic Buying
•   How Real-Time Bidding works
•   How ‘Big Data’ is driving Programmatic
•   RTB and Audience Targeting
•   What Media Planners need to know about Programmatic
•   Building efficient buying and selling systems
•   Programmatic Buying for Video and Mobile advertising

This workshop will also promote confidence in understanding the digital ecosystem, provide sales opportunities for web publishers, increase advertiser revenues and improve client relationships.

This course is geared towards junior level and/or new to the industry salespeople and media buyers/planners. This class qualifies for
DMSC recertification credits.

Register Now


This course took place on Monday, September 16, 2013


Mastering Measurement: How to Speak with Your Clients About Campaign Performance - A Laredo Group Seminar

Understanding what and how campaign data is created, used and evaluated is crucial to an effective discussion on measurement. This workshop is designed for those who get queasy and uncomfortable discussing campaign metrics. Every media seller needs to address the foundations where metrics come from, how they should be used in planning and evaluation for different client objectives, the pro’s and con’s of different data sources, and how variables such as creative and targeting impact the results.

This course is geared towards junior level and/or new to the industry salespeople.


This course took place on January 26th, 2012 12:00 AM and June 26th, 2012 12:00 AM



Media Research Unwrapped & Turning Data Into Insights, Taught by The Laredo Group

This workshop will illustrate the different media research options and methodologies for sizing and finding audiences. In addition, we will provide clear direction on how to handle discussions with clients when discrepancies arise when internal and external sources are compared. We will highlight research that improves campaign performance and we will also highlight how to use different free tools (such as Google Ad Planner, Quantcast and Moat) to look for competitive insights and advantages. Additionally we will highlight key research vendors and their services for analyzing display, video, search, mobile and social ads and platforms. The goal of this workshop is to support sellers with their understanding of the “how and what” of media research, planning tools, and surveys, and how they are used in the execution of a media plan.

Topics include:

  • Introduction to Research and Where/How it Supports Marketing and Advertising Decisions
  • Media Research Methodologies
  • Audience Research
  • Benchmarking and Performance Research
  • Ad Effectiveness Research
  • Research Vendors and Services

This course is geared towards junior level and/or new to the industry salespeople.

Topics covered in this workshop are aligned with some of the areas found in the IAB Digital Media Certification test content outline.

1:30PM - 4:30PM, The Ad Lab at IAB Offices - 116 East 27th Street, 8th Floor, New York, NY 10016
$299 non-members / $249 for IAB Members - Use Referral Code: IABMEMBER

Register Now


This course took place on Monday, February 11, 2013


Mobile (Smartphone) Advertising for Media Sellers Workshop - A Laredo Group Seminar

Every media seller must now have a broad understanding of the driving forces behind mobile as a marketing channel and as an advertising medium. Marketers are looking for expertise and programs that support their need to connect with their customers, wherever they are. This workshop will provide a framework for interpreting and appreciating the complexity and challenges of the mobile advertising landscape, and illustrate how publishers can exploit mobile opportunities for deeper connections between media channels and audiences.

Specifically, this workshop will cover all the necessary elements of the mobile display ecosystem, from ad units and formats to ad delivery and measurement, highlighting the connections between marketers and mobile users. We will provide examples of how publishers have integrated mobile into their advertising programs.

  • Trends and Forecasts
  • Mobile Ecosystem
  • Mobile Ad Inventory and Formats
  • Mobile Ad Delivery
  • Mobile Campaign Metrics
  • Mobile as a “Connector” Media
  • Future Outlook

This course took place on Friday, March 9, 2012


Native Advertising for Media Sellers, Taught by the Laredo Group

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

 

                                                     
 

 


This course took place on Tuesday, July 1, 2014


Pipeline Management: Appointments, Prospects and Closes, In Partnership with Digital Media Training

Pipeline Management is the science behind the art of selling. Done right, it helps sellers close more sales. Pipeline Management ensures the right focus on the right priorities like a GPS to a lost driver. This proven system has been field tested by more than 30,000 sellers trained by instructor Steve Bookbinder.

 

This course took place on Thursday, February 9, 2012


Professional Presentations: Turn Information into a Story That Sells, In Partnership with Anne Miller

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 course is geared towards junior level and/or new to the industry salespeople.

9:00AM - 12:30PM, The Ad Lab at IAB Offices - 116 East 27th Street, 8th Floor, New York, NY 10016
$299 non-members / $249 for IAB Members

Register Now


This course took place on Tuesday, September 18, 2012


Professional Presentations: Turn Information into a Story That Sells, In Partnership with Anne Miller

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 course is geared towards junior level and/or new to the industry salespeople.


This course took place on Thursday, May 10, 2012


RFP Strategies, In Partnership with Econsultancy

Start thinking outside the traditional RFP box. Join us as we examine issues such as the new ecosystem for advertisers and publishers, criteria for successful decision making, and even when to respond with a strategic “no.” Attendees will come away from this course knowing how to utilize added value, as well as how to take advantage of external tools and reference systems. This comprehensive and engaging RFP course is the best place to renew your knowledge and expertise on RFPs.  

This course is geared towards junior level and/or new to the industry salespeople.

This course took place on Wednesday, June 6, 2012


Rich Media for Media Sellers and Marketers, In Partnership with Digital Media Training Inc.

Author, entrepreneur, and speaker Steve Bookbinder demystifies rich media, spotlights the most innovative and engaging new formats, and identifies the most important emerging opportunities for sales and marketing professionals.

This workshop is for media sellers and marketers who need to better understand rich media advertising opportunities.  Participants will learn the answers to the following questions:

•    How does Rich Media change the media sales and buying process?
•    How does Rich Media affect cross-platform selling strategies?
•    What are the latest Rich Media ad units?
•    How do Rich Media Vendors work with publishers and advertisers?
•    How does Rich Media support performance and branding goals?
•    What is the role of Rich Media in mobile advertising?

This session will promote confidence in understanding the digital ecosystem, provide cross-platform expertise, increase revenues, and improve client relationships.


This course is geared towards junior level and/or new to the industry salespeople.
This course took place on Friday, June 15, 2012


Setting and Managing Buyer Expectations, Taught by The Center for Sales Strategy (CSS)

Are you looking to increase your retention rate?  How about the number of campaign renewals?  Setting and managing expectations is key to retaining and renewing digital business and it should start early in the sales process.  Understanding advertisers needs, anticipating results, and demonstrating how to use those results is at the core of this interactive 3-hour workshop presented by The Center for Sales Strategy.  Specifically, participants will leave this workshop with:


•    The right questions to ask to understand your client’s needs and expectations
•    How to use analytics to show results
•    The importance of follow–up and campaign recaps

 

This course is geared towards junior level and/or new to the industry salespeople.

9:00am – 12:00pm, The Ad Lab at IAB Offices – 116 East 27th Street, 8th Floor, New York, NY 10016
$349 non-members / $249 for IAB members

Register Now


This course took place on Monday, April 22, 2013


Social Media for Media Sellers Workshop - A Laredo Group Seminar

Social media investments from small to large companies are increasing both in time and dollars needed to accomplish goals and objectives. This workshop will help you understand the best approaches and strategies, as well as tune-in to your clients’ knowledge and use of social platforms. This training workshop will help sellers “connect the dots” between paid and earned/shared media, and how to use and add publisher media opportunities to enhance reaching and engaging customers.

Specifically, this program will dissect the social media landscape, highlight major tools and technologies, identify the different platforms and components, address use of social networks and apps by demographics, and provide a structure for discussing social media strategy. We will give tips and insights for researching clients’ social business opportunities and review appropriate questions to ask that will demonstrate how paid media opportunities can synch and energize social marketing efforts.

  • Trends and Forecasts
  • The Social Media Landscape
  • Implications for Marketers
  • Using Paid Media to Amplify Social Media
  • Social Media Monitoring, Metrics and Measurement

This course took place on Friday, March 9, 2012


Still More of Everything You Always Wanted To Know About The Certification Program In Less Than 45 Minutes

Did you miss the last FAQ webinar? Did you just find out about it? Are you in luck! Here's another opportunity to learn everything about the Digital Media Sales Certification program in less than 45 minutes..


4:00pm - 5:00pm

Register Now


This course took place on Thursday, February 21, 2013


Study Session: Digital Ad Operations Certification, Facilitated by AdMonsters

Are you looking for additional preparation befor you sit for the Digital Ad Operations Certification exam? The IAB is offering a complimentary 2.5-hour Study Session led by AdMonsters to help candidates prepare for the exam by refreshing and updating their knowledge of digital ad operations in effort to improve their overall score and increase chances of success. The DAOC Study Session will review the major content areas of the exam outlined in the DAOC Exam Blueprint and Practice Test and also dedicate ample time for Q&A with an ad operations and industry leader. Drinks and light food will be provided.

*Attendees must be registered and approved for the Digital Ad Operations Certification exam for the upcoming January or April 2014 testing window. More information on the program can be found at www.iab.net/certification/adops.

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

 

 


This course took place on Tuesday, January 14, 2014


Study Session: Digital Media Sales Certification

Are you looking for additional preparation before you take the Digital Media Sales Certification exam? This 2.5-hour Study Session 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 study session to review the major content areas of the exam outlined in the DMSC Study Guide and DMSC Practice Test, including plenty of time for Q&A.

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

Cost: $49; Food and beverage served

 

 

 


 


This course took place on Wednesday, August 13, 2014


Study Session: Digital Media Sales Certification, Facilitated by The Laredo Group

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 Practice Test and also dedicate plenty of time for Q&A. Drinks and light food will be provided.

*Attendees must be registered and approved for the Digital Media Sales Certification exam for the upcoming February or May 2014 testing windows. More information on the program can be found at www.iab.net/certification/sales.

 

6:00pm – 8:30pm, The Ad Lab at IAB Offices – 116 East 27th Street, 8th Floor, New York, NY 10016
$79 non-members / $49 for IAB members

 

 


This course took place on Monday, January 27, 2014


Study Session: Digital Media Sales Certification, Facilitated by The Laredo Group

 

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 Practice Test and also dedicate plenty of time for Q&A. Drinks and light food will be provided.

*Attendees must be registered and approved for the Digital Media Sales Certification exam for the upcoming February or May 2014 testing windows. More information on the program can be found at www.iab.net/certification/sales.

 

6:00pm – 8:30pm, The Ad Lab at IAB Offices – 116 East 27th Street, 8th Floor, New York, NY 10016
$79 non-members / $49 for IAB members

 

 


This course took place on Wednesday, February 12, 2014


Study Session: Digital Media Sales Certification, Facilitated by The Laredo Group

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


 


This course took place on Wednesday, April 30, 2014


The FAQs about RFPs, Taught by Econsultancy

Start thinking outside the traditional RFP box. Join experienced digital marketer Jeremy Kagan as he examines and elaborates on the new ecosystem for advertisers and publishers, criteria for successful decision making, and even when to respond with a strategic “no.” Attendees will come away from this course knowing how to utilize added value, as well as how to take advantage of external tools and reference systems. This comprehensive and engaging RFP course is the best place to renew your knowledge and expertise on RFPs.

Topics will include:


•    The Advertiser/Publisher relationship
•    Outside Tools and References
•    Key Elements of an RFP
•    Competing and Winning
•    What are the criteria for decision making?
•    Response Strategies
•    When to Say “NO”
•    Using “Added Value”
 

This course is geared towards junior level and/or new to the industry salespeople.

9:00am – 1:00pm, The Ad Lab at IAB Offices – 116 East 27th Street, 8th Floor, New York, NY 10016
$349 non-members / $299 for IAB members

Register Now


This course took place on Tuesday, March 26, 2013


Understanding and Using Media Math, Taught by the Laredo Group

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

 


This course took place on Wednesday, April 30, 2014


Understanding Digital Marketing Sales, In Partnership with Econsultancy

This course will look at the key considerations for digital media sales, how to build the dream online strategy and assess what the future has in store. This course will run through the acquisition tools (search, affiliate marketing, display advertising) and retention techniques (email, web personalization) as well as some of the management issues (legal issues, data gathering, integration with offline activity). It will also demystify the technical jargon commonly used in digital marketing such as RSS feeds, mash-ups, tag clouds, AJAX, social bookmarking and more...all in a simple, easy to understand way.

Upon completion of this course, attendees will be able to:

  • Understand how to weave together acquisition and retention tools to deliver an efficient digital marketing strategy
  • How to build great websites through content, navigation and optimizing them using analytics
  • Evaluate traffic-driving techniques to get more of the right people to their site, profitably
  • Use log-ins and email marketing to stay close and build long-term relationships

This course is geared towards junior level and/or new to the industry salespeople.

Topics covered in this workshop are aligned with some of the areas found in the IAB Digital Media Certification test content outline.

9:00AM - 12:30PM, The Ad Lab at IAB Offices - 116 East 27th Street, 8th Floor, New York, NY 10016
$299 non-members / $249 for IAB Members
- Discount Code: DEIAB50 for $50 Off

Register Now


This course took place on Thursday, November 8, 2012


Understanding Search Marketing and PPC for Display and Ad Sellers, In Partnership with The Center for Sales Strategy

With all the technology available to brands today, integrated solutions are increasingly difficult to develop but increasingly necessary. An integrated solution is more than an advertiser’s tagline repurposed on multiple platforms. A strong understanding of how digital products work in tandem is essential for today’s online display and ad sellers. The Center for Sales Strategy will help Digital Display and Ad sellers understand the impact Search Marketing and PPC have on overall digital advertising campaigns. Participants will:

  • Understand the effect display advertising has on search results, both paid and organic
  • Learn categories best suited to search that can benefit from Display advertising
  • The advantages and disadvantages of the PPC model
  • How to compare display advertising CTR’s against search PPC

This course is geared towards junior level and/or new to the industry salespeople.

9:00AM - 12:30PM, The Ad Lab at IAB Offices - 116 East 27th Street, 8th Floor, New York, NY 10016
$299 non-members / $249 for IAB Members

Register Now


This course took place on Tuesday, July 31, 2012


What You See is What You Get: How TV CPMs Affect Digital Advertising

A recent report shows the advertising cost on Network and Cable TV increased in 2013, influencing the CPM for digital advertising. TV advertising costs can be attributed to factors including network programming and reach, and it’s important for digital sales people to realize how those costs and attributes affect digital display and in-stream video CPMs.

What are those average CPMs and how do they affect the digital market landscape? Join SQAD, the largest U.S. independent media cost forecasting source for TV, radio and digital analysis, as they tell you how these two mediums relate, the leading trends, and what it means to you as a digital salesperson.

Topics will include:

  • Advertising trends for TV, Cable, Display and In-stream video
  • Themes that influence advertising costs between network, cable, and TV exchanges.
  • The cost dynamic between network and cable
  • How network programming influences display and in-stream video advertising
  • What this means for digital sales professionals

Networking with light food and drink to follow.  This event is exclusively for certified Digital Media Salespeople and qualifies for 1.5 continuing education credits towards IAB Recertification.

About the Presenters:

Tom Adams is Director of WebCosts®, a product at SQAD that is a real-cost database for internet display advertising and in-stream video. Webcosts reports CPMs on numerous websites and ad networks that are the result of aggregating actual negotiated rates contributed confidentially to SQAD from the buy-side.

Larry Fried is Vice-President of Sales at NetCosts, a product of SQAD that focuses on the media cost landscape and advertising trends for broadcast, cable, and syndicated media.

SQAD® is recognized as the industry standard media cost forecasting source for national TV (NetCosts™—network TV, cable and syndication), Spot TV, Hispanic Spot TV Plus, Spot Radio and the Internet (WebCosts®).  SQAD provides reliable media data to advertising agencies, buying services, advertisers, television and radio stations, cable operators, program syndicators and Internet publishers. In 2013, SQAD created a comparison of display, cable TV, network TV, and in-stream video from a CPM perspective utilizing WebCosts and NetCosts databases and recently released its finding in March 2014.

6:00pm – 7:30pm, The Ad Lab at IAB Offices – 116 East 27th Street, 8th Floor, New York, NY 10016

*This event is free

 


This course took place on Thursday, June 5, 2014