Winter 2010 Curriculum

Winter 2010 Curriculum

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

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Schedule Subject to Change

January 14 - Advertising Effectiveness 101: When and How to Measure the Efficacy of Digital Campaigns - Taught by experts from comScore

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

Led by Anne Hunter, VP Ad Effectiveness Products at comScore, this class can help address the following questions:

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

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

9:00 AM - 12:00 noon, IAB Offices in NYC, $249 non-members / $149 for IAB Members

This event is sold out.

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January 28 - 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.

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POSTPONED February 4 - Digital Career Workshop: Landing Jobs in Tough Times – Taught by Jeff Lundwall and Tonia Mattu of the Mercury Group

IAB Professional Development has partnered with the Mercury Group to present their Career Transition Program in a 3-hour, highly interactive and discussion-oriented format. This insightful and actionable session is designed to help media professionals create focus and momentum in their careers – whether they are transitioning or just looking to enhance their prospects over the long-term. A professional career coach and an executive recruiter will provide techniques and strategies that will help you to uncover core competencies, communicate skills clearly, and create a clear action plan for your career agenda. The workshop will share tips from Mercury Group’s extensive experience to present a clear snapshot of an effective career transition process and provide specific ideas to make you stand out with recruiters and prospective employers in today’s digital marketplace.

9:00 AM – 12:00 Noon, IAB Offices in NYC, $149 for all

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February 25 - Getting Credit for Your Impressions: Understanding and Using Attribution Models – Taught by Morris Martin of the Microsoft Advertising Institute

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

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

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

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

9:00 AM - 11:30 AM, IAB Offices in NYC, $249 non-members / $149 for IAB Members

To register for this class, click here.

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March 4 - Secrets to Success in Social Media – Taught by Nichole Goodyear of Brickfish, Peter O’Sullivan of Buzzlogic, Geoff Ramsey of eMarketer, Pete Spande of Federated Media and Anna Banks of Organic, Inc.

Getting Started with Social Marketing: Best Practices for Success

Social media and social networking applications are two of the fastest growing segments of the internet. This class will describe the major social media formats and how marketers can leverage their unique characteristics – an engaged audience, two-way interaction, rich profile data and the social graph. After a brief market overview, it will address:

  • Definition of social media and social networking
  • Ways to advertise on these popular properties
  • Analysis of social media’s appeal and discussion of its utility for marketers
  • Comparison of the different forms of social marketing and how you go about using each
  • Common processes to buy and execute a social media campaign
  • Metrics for evaluating success in social media marketing
  • Some strategic principals and best practices for success, as well as misconceptions about the space and pitfalls to avoid

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.

9:00 AM – 12 Noon, IAB Offices in NYC, $249 non-members / $199 for IAB Members

To register for this class, click here.

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March 25 - Best Practices in Yield Management – Taught by James Deaker, Director, Microsoft Advertising Monetization Excellence

Two areas that have significant impact on overall monetization capability are pricing and inventory management, or put another way, Yield Management. For publishers, yield management is an increasingly important area of their businesses as they seek to not only sell more impressions, but also to sell impressions at a higher yield, maximizing revenue. As such, the goal of this program is to help publishers monetize their sites more effectively through the utilization of best practice yield/inventory management and pricing methodologies. The course will present an overview of best practices for product definition, inventory forecasting, rate card development and pricing policies. Participants will gain an understanding of the current state-of-the-art techniques, as well as analytical skills for improving the revenue opportunity on their sites. Taught by James Deaker, Director, Publisher Advisory Services at Microsoft.

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

To register for this class, click here.

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