IAB Launches Digital Media Sales Certification—Inaugural, Worldwide Exam Is June 11

Until now, the digital advertising field has lacked professional benchmarks such as the legal world’s Bar Exam and Wall Street’s Series 7. That situation is now history as the IAB has established the first-ever educational standard for digital media sales forces. While there is no formal coursework for the IAB Digital Media Sales Certification, it’s designed for salespeople with 2-5 years of experience in the digital industry and who have a strong command of current industry issues and operations, as well as a broad understanding of every major digital platform. The first test is scheduled for Monday, June 11, and will be held at Pearson’s Testing Centers worldwide. To learn more and register, click here.

Could you pass today? Take this quiz to find out.


Tired of listening to people admire our industry’s advertising technology problems rather than offer relevant, practical, implementable solutions? IAB Advertising Technology Marketplace, June 21, in New York City, brings ad agency executives, brand marketers, and publishers together to speak their minds and hash out a path forward—defining, and finding, value for buyers and sellers in the dynamic landscape. Add your voice to the conversation. Register now.

View the agenda and register here. Join already registered executives from Carat, Digitas, Estee Lauder, Hill Holliday, Sharp Electronics, OMD Guatemala, and more.

 


The 8th annual international IAB MIXX Awards Call for Entries is open. Enter on or before the final deadline: Friday, June 15.

The MIXX Awards recognizes digital work that combines creativity and innovation to produce profoundly effective, impactful, industry-changing digital advertising. This is your chance to be judged by the very best of the industry.

Follow a few of the esteemed MIXX Awards judges on Twitter for their insights on the latest in interactive creative work. Are they talking about the work that inspires you?

Jeff Benjamin – Chief Creative Officer, JWT North America - @jwtjeff
Lincoln Bjorkman – Chief Creative Officer, North America, DIGITAS - @viabjorkman
Brad Brinegar – Managing Partner, Chairman and Chief Executive Officer, McKinney, and Founding Chairman, IAB Agency Advisory Board - @bradbrinegar
Marjorie Dufek – Interactive Marketing Director, Brown-Forman Corporation - @mdd568
Quentin George – Chief Innovation Officer, IPG/Mediabrands - @QuentinGeorge
Jeffrey Jones – Executive Vice President and Chief Marketing Officer, Target - @jjones
Benjamin Palmer – Co-Founder and Chief Executive Officer, The Barbarian Group - @bnjmn
Elizabeth Pizzinato – Senior Vice President, Marketing and Communications, Four Seasons Hotels and Resorts - @epizzinato
Lori Senecal – Chairman and Chief Executive Officer, kirshenbaum bond senecal - @digitalori
Baba Shetty – Chief Strategy Officer, Hill Holliday - @babashetty
Shane Steele – Director, Global Sales Marketing, Twitter - @shanesteele
Steve Wax – Partner, Ladies & Gentlemen - @stevewax

Enter the MIXX Awards on or before June 15 or recommend that your clients and partners enter.




Screens…screens…and more screens—was the focus of IAB Innovation Days @ Internet Week 2012, where brand marketers, agency executives, publishers, technologists, and others from across the marketing-media ecosystem gathered for two days of intense debate and discussion. Major themes included: how marketing organizations have evolved to become the center for company thought leadership; the emerging tension between customization and fragmentation verses standardization and scale; the rise of the multitasking consumer and how consumers perceive messaging differently depending on the screen they’re using; and how the definition of creativity is expanding as advertisers find new ways to showcase brands across different devices. Read more highlights and watch video coverage here. Several IAB news announcements were made at the event.

Screening New Insights: Studies from IAB Reveal Trends in Consumer Use of Screens(n)

  • Digital Devices Drive Multitasking & Multiscreen Advertising Opportunities – Connected devices are proliferating like never before, and consumers are avidly using them to multitask. Sixty-three percent of media-savvy consumers use a connected device while watching live TV, reports “Screens to the nth” a study from IAB and Ipsos MediaCT. Results from a second study, “The Multiscreen Marketer” commissioned from Econsultancy by the IAB iTV Committee and IAB Mobile Marketing Center of Excellence, illuminated these trends by finding that with every additional screen a consumer owns, the more they multitasked while watching TV—which turns out to be an advantage for marketers. Advertiser recall is higher among respondents who owned four screens.
     
  • Convenience & Mobile Ads Rank as Top Drivers of Mobile Phone Shopping Activities – According to “The IAB Mobile Phone Shopping Diaries” by the IAB Mobile Marketing Center of Excellence with On Device Research, mobile advertising is a key driver of smartphone and feature phone shopping—with 70% of study participants viewing mobile ads as personal invitations, thus revealing moments ripe for brand advertiser engagement with consumers. Mobile advertising is second in influence only to convenience, as proximity and the capabilities of mobile phones often make it the easiest way for respondents to carry out a shopping activity.


Media Planners: Save Time With the New IAB Digital Advertising Directory

Create better media plans with less effort. Avoid the burden of manually gathering up-to-date information about placement options, inventory, pricing, creative specifications, media kits, and sales contacts. The IAB Digital Advertising Directory offers a single stop for all of the information planners need with “data cards” for leading digital media advertising programs spanning online display, mobile display, online video, digital audio, e-newsletter, and SMS advertising channels. Click here to access the Directory, and here to learn more.


Long Tail Alliance to Reconvene in Washington, D.C.

On June 4 – 5, small publishers will unite for the fourth time at the nation’s capital to tell the stories of their small businesses to members of U.S. Congress, and to share tips and best practices with their counterparts from across the country. This year, they’ll also take a deep dive into tactics and strategies specific to growing their small businesses in the age of smartphones, tablets, and personal computers. To join the IAB and online entrepreneurs for the IAB Long Tail Fly-In: Driving Growth in the Multiscreen Era, e-mail [email protected]. View highlights from last year

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Wither the Viewable Impression Pilots?
Mike Donahue of the 4A’s, Duke Fanelli of the ANA, and Sherrill Mane of IAB break down the next steps of the Making Measurement Make Sense initiative.


 

IABlog
IAB Portrait: The Perfect Canvas For Achieving A Successful Paid, Owned, & Earned Media Strategy 
by Michael Goldberg, Martini Media

What My Driving Instructor Taught Me About Ad Technology
by Patrick Dolan, IAB

Are You Customer-Obsessed?
by Dr. Karl Lendenmann, PulsePoint


 

Professional Development Classes
in the IAB Ad Lab
RFP Strategies
Wednesday, June 6

Rich Media for Media Sellers and Marketers
Friday, June 15

Mastering Measurement: How to Speak with Your Clients About Campaign Performance
Tuesday, June 26

Audience Targeting for Digital Marketers
Tuesday, July 10

Understanding Search Marketing and PPC for Display and Ad Sellers
Tuesday, July 31


 

General Members
Cynopsis Media
Greystripe
Tapjoy
Trulia
Valassis
Zynga

Associate Members
Adxcel
C3 Metrics
Chango
Huawei Technologies
Signalray Media
Verizon Wireless 
  Communications

Long Tail Alliance Members
Design*Sponge
DollarDays.com
eClickZ.com
PBH Network
Shpoper
The Disinformation Company
Wasabi Media Group

Advertising Technology: IAB Marketplace
June 21, 2012
New York

Mobile: IAB Marketplace
July 16, 2012
New York
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IAB MIXX Conference & Expo Marketplace
October 1 - 2, 2012
New York
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IAB MIXX Awards
October 2, 2011
New York
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IAB Ad Operations Summit
November 5, 2012
New York
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IAB Case Study Road Show
November 2012
New York • Chicago
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