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.

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.

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.

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

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

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

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

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

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

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

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

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

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.

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

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.

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.

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

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

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

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

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