Digital Media Sales Certification Training

Date	9:00am 18th October – 4:30pm October 19 2012
Venue	Econsultancy New York, New York, United States
Trainer	Doug Wintz
Duration	2 days
Cost	$995.00

About the course

Overview

The digital advertising field develops at breakneck speed. Because of its rapid evolution, a constant challenge exists for sales professionals to keep abreast of emerging innovations, best practices and existing guidelines. In addition, training standards don't yet exist - the digital world doesn't have a Bar exam or a Series 7. As a result, sales professionals in the industry often have varying levels of knowledge and skills.

Having already set many of the standards for the digital world, the Interactive Advertising Bureau (IAB) is adding a new standard for digital salespeople through its new IAB Digital Media Sales Certification, and Econsultancy has been selected to provide training for this program.

The topics covered in this workshop are aligned with some of the areas found in the IAB Digital Media Certification test content outline.

Program

The two day course is broken down into manageable modules including tools of the trade, how digital changed the paradim, digital media products, targeting, measuring digital media, the mechanics of digital media, digital media math, selling digital media, ad operations- supporting digital sales, from quote to cash, and recent media trends and products.

Who should attend?

This course is ideal for digital salespeople that would like to raise their level of professionalism in the digital field and also for those with little or no exposure to online marketing channels that would like to gain the most important concepts, guidelines and best practices in digital sales.

How will I benefit?

This training program will prepare candidates with the most important concepts, guidelines and best practices in interactive advertising to succesfully complete the IAB Digital Media Sales Certification.

What will I learn?

The course is broken down into manageable modules, most of which include either exercises or case studies for you to work through:

Tools of the trade:

Audience
Pricing
Targeting
Measurement
Segmentation

How Digital Media Changed the Paradigm:

Online - from Compuservt to AOL to Prodigy
Internet- from DARPA to Facebook
How digital altered the advertiser's mindset
The ability to quantify exactly what gets delivered
The ability to measure and track response on a real time basis
How cost per click competes and coexists with branding

Digital Media Products

Basic building blocks
Rich Media
Video
Mobile
Search
Other

Targeting

Contextual
Demographic testing
Audience based targeting
Daypart
Registration based targeting
Keyword

Measuring Digital Media

Impressions and clicks
Engagement metrics
Third party services

The Mechanics of Digital Media

Ad servers, ad tags and web pages
CRM and order management systems
Typical platform configurations
How ad targeting works - key values
Which campaign gets which inventory, and why?
Third party ad servers

Digital Media Math

The construct of typical digital order
CPM
CPC and CPA
Campaign analysis

Selling Digital Media

The client landscape
Prospecting for new clients
Objective-based (or needs-based) selling
The Order

Ad Operations - Supporting Digital Sales

Typical roles

From Quote to Cash

RFP - the briefing from the advertiser
Proposals
Inventory and Yield Management
Contracts
Trafficking and Campaign Management
Invoicing

Recent Media Trends and Products

Remnant management of publisher inventory
RTB - Real time bidding
Syndication networks
Social media
IP TV

Trainer

Doug Wintz

Founder and Principal, DMW MediaWorks

Doug Wintz is an online / internet veteran with over 24 years of experience in digital media. He is founder of DMW MediaWorks. Since 2004, our focus has been on developing and improving ad operations departments, workflow, process, and technology for both emerging and established companies. This ranges from strategic evaluation, to hands-on configuration and deployment of ad servers, contract management systems and peripheral applications.

DMW MediaWorks is based in the NJ/NY area, performing work both domestically and internationally.

Clients have included NY Times, The Discovery Channel, Weather.com, CBS, WebMD, AMA, InterPublicGroup, IAC, Philadelphia Inquirer, Turner Broadcasting, Universal Music Group, Univision, Yahoo, AutoTrader, Aegis Group, Reprise Media, Universal McCann, Internet Broadcasting Systems, Jumpstart Automotive, Revenue Science, Eons, Local Matters, CBS TV, Bonneville Broadcasting, RadioOne, A&E, Collective Media, Rubicon, NCC Media and others.

Domestic assignments have been located in NYC, Philadelphia, Washington DC, Atlanta, San Francisco, Boston, Salt Lake City and Denver. International work includes engagements in Shanghai, Sydney, Portugal, UK, Hamburg and Frankfurt.