About the course
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.
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:
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
- Demographic testing
- Audience based targeting
- Registration based targeting
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
- 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
- Inventory and Yield Management
- Trafficking and Campaign Management
Recent Media Trends and Products
- Remnant management of publisher inventory
- RTB - Real time bidding
- Syndication networks
- Social media
- IP TV