Summer 2009 Curriculum

Summer 2009 Curriculum

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

Schedule Subject to Change

June 9 - Professional Presentations: Turn Information into a Story That Sells – Taught by Anne Miller, Advertising, Presentation, and Sales Specialist

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

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

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

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

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

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

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

9:00 AM - 1:00 PM, IAB Offices in NYC, $249 non-members / $199 for IAB Members
To Register for this class, click here.

WEST COAST PROFESSIONAL DEVELOPMENT DAY — On June 16, learn from Federated Media, Nielsen and Yahoo! as the IAB sets up shop in San Francisco

Come to two San Francisco events and save $50, or attend all three and save $100. Email Margaret Southwell at [email protected] to register with these savings!

June 16 - Managing Multiple Sales Channels – Taught by experts from Yahoo!
In today’s environment, marketers are demanding ROI-based advertising and publishers are increasingly pressured to differentiate their offerings. This class will help publishers equip their sales teams with the expertise and ability to go to market with ad packages that capture the full range of marketplace demand. Publishers can capture more advertising dollars by analyzing sales and audience data to create an integrated sales strategy that manages multiple sales channels, brand and performance ad products, inventory bundles, and customer segments across the full range of a publisher’s inventory.

This class, taught by Yahoo’s VP of Inside Sales & Director of Consulting, will address the following issues:

  • Why a shift in outlook from seeing inventory as “premium” and “remnant” to seeing it as a “guaranteed” and “non-guaranteed” marketplace can impact your overall strategy
  • Which performance selling and marketplace strategies extract the most from your full spectrum of inventory
  • How to build the infrastructure to execute this strategy

Targeted at executives responsible for sales, revenue, and operations, this class will give you new frameworks, insights and discussion opportunities to boost the performance of your advertising business.

9AM - 12 Noon, Hotel Nikko in SF, $199 non-members / $149 for IAB Members

To Register for this class, click here.

June 16 - Marketing with Social Media and Networks - Taught by experts from Federated Media
Social media and social networking applications are two of the fastest growing segments of the internet. This class will provide an overview of the major players in the space and successful strategies for leveraging these online communities for marketing purposes. Specifically, it will address:

  • Definition of social media and social networking
  • Ways to advertise on these popular properties
  • Custom apps for social networking sites
  • Other marketing approaches to social media
  • What doesn’t work — experiments that have gone awry

This class is intended for anyone working to understand the breadth of digital marketing opportunities available today through social media. Marketers, agency professionals and publishers will all benefit through learning the fundamentals of this channel in order to take the first steps towards executing and delivering social campaigns.

1:30 PM - 3:30 PM, Hotel Nikko in SF, $199 non-members / $149 for IAB Members
To Register for this class, click here.

June 16 - Metrics 101 — Understanding and Using Measurement Data - Taught by experts from Nielsen
This seminar will teach the basics of online metrics and measurement, and how this environment differs from traditional broadcast or print media in terms of media planning and buying. It will provide an overview of the common metrics used online, including uniques, impressions, and clicks, with the uses for each. Panel-based and server based methodologies will be contrasted, and pros, cons, and issues for each reviewed.

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

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

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

4 PM - 6 PM, Hotel Nikko in SF, $199 non-members / $149 for IAB Members

To Register for this class, click here.

July 16 - Targeting: Reaching the Right Audience Online - Taught by Experts from QInteractive and comScore
Targeting, largely based on contextual approaches, has always been a crucial component of successful advertising campaigns. However, today’s fragmented media landscape and highly empowered users make it harder and harder to find customers and stand out from advertising clutter. This seminar shows how new targeting approaches, based on innovative technologies and analytic frameworks, allow digital marketers to boost both reach and frequency in their campaigns, extend marketing messages across the purchase funnel, and stand out from competitors who may be over-reliant on the crowded contextual advertising space.

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

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

9 AM - 11:30 AM, IAB Offices in NYC, $199 non-members / $149 for IAB Members
To Register for this class, click here.

July 23 - Closing the Deal with Data: Using Research to Sell - Taught by Experts from Hitwise and Scripps Network

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

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

9 AM - 11:30 AM, IAB Offices in NYC, $199 non-members / $149 for IAB Members
To Register for this class, click here.

Look out for further announcements about August classes and our Fall Program!