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

Monday, February 11, 2013 1:30pm - 4:30pm ET

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

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