Digital Fundamentals Course
Monday, November 16, 2015 — 8:30am - 5:00pm ET
Learn about the digital media industry from the experts! The IAB has created a comprehensive overview of the digital advertising ecosystem in this one-day crash course. We will teach you about how the industry is structured, and how digital media is bought, sold, used and measured. This interactive session will cover the basics that you need to know, and allows for plenty of room for open discussions and group exercises to test your knowledge.
More about the course:
Monday, November 16, 2015 - NYC
The digital media industry is constantly growing, changing and evolving and with each new trend comes a slew of new terminology, companies, technologies and tactics. In this course you will gain a foundational overview of the industry ecosystem, important terminology, and essential processes, as well as learn about the leading edge of industry change. You will have the chance to test and apply your knowledge during fun, interactive group exercises, as well as ask questions to better understand this complex marketplace.
IAB Members: $299
*This class counts as 8 hours of training towards Option 2 for the Digital Media Sales Certification. Read more info on Eligibility Requirements here.
|Consumer Behavior||Native Advertising||Audience Reach|
|Paid, Owned, Earned Media||Social Media||Campaign Measurement|
|Consumer Buying Funnel||Search||Media Math|
|Consumer Decision Journey||Aggregated Media||Responsive Design|
|Shared Media||Programmatic||Publisher Content|
|Media Mix||Ad Networks||Ad Exchanges|
|Traditional & Digital Media||Real Time Bidding||Ad Fraud|
|Reach and Frequency||Campaign Optimization||Demand Side Platforms|
|Display||Data Targeting||Sell Side Platform|
|High Impact||Contextual Targeting||Agency Structure|
|Rich Media||Ad Serving||RFP's and Media Buying|
|Digital Video||Compliance||Trading Desks|
|Digital Audio||VSuite||Cookies, Pixels, Tags|
|Instream Video||Ad Serving Protocols||Conversion Attribution|
- Industry history and consumer behavior
- Advertising marketing models
- The digital ecosystem
- Ad formats and creative
- Ad serving and targeting
- Campaign tracking, media math & optimization
- Fraud and compliance
- Research and measurement
|8:30 – 9:00||Arrivals and breakfast*|
|9:00 – 9:15||Introduction|
|9:15 – 10:30||History, Ecosystem|
|10:30 – 10:45||BREAK|
|10:45 – 12:15||Formats and Creative|
|12:15 – 1:15||Lunch*|
|1:15 – 3:00||Ad Serving, Targeting, Campaign Management, Media Math|
|3:00 – 3:15||BREAK|
|3:15 – 4:30||Fraud, Compliance, Measurement, Buying-Selling Media|
|4:30 – 5:00||Review|
* Breakfast, lunch and beverages will be provided
Kara Dempsey has an established track record of training and leading high performing sales and service teams in Digital Media and Technology. Over the past 10 years she has worked to create a culture of on-going development and excellence at companies like Undertone and Intralinks. Her core skills include sales training curriculum development and delivery, coaching, creation and execution of role-play programs and sales process development. Kara believes training should be relevant and practical and has found professionals learn best in an engaging and supportive environment.
The IAB Ad Lab is a state-of-the-art meeting center built with one goal – providing the ideal meeting and events space for the digital industry. Located in the heart of Manhattan, the Ad Lab features an entire floor of high-tech, sleek meeting rooms backed by top-of-the-line audio/visual presentation equipment.
The event space is used by the IAB for Town Hall and Networking Events, as well as an offsite rental option for IAB member organizations.
This course is designed for anyone looking to gain a foundational understanding of the digital media industry. If you work for a digital or traditional media company, an agency or marketer, or if you work with these types of companies, this course will help you better understand the industry, important terminology and tactics used in digital media. No digital media experience or knowledge is required.
IAB Members: $299 / Non-Members: $399
*Price includes the full day course, participant guide and meals.
Are you planning to register 5 or more attendees from your organization? Contact [email protected] for bulk discount rates.*This class counts as 8 hours of training credits towards Option 2 when applying for the Digital Media Sales Certification.
More Current Seminars
IAB Study Session: Digital Media Sales Certification Thursday, November 5, 2015 — 6:00pm - 8:30pm ET
Digital Fundamentals Course Monday, November 16, 2015 — 8:30am - 5:00pm ET
Digital Ad Operations Certification Info Session (Webinar) Tuesday, December 1, 2015 — 1:00- 2:00 pm ET
Digital Data Solutions Certification Info Session (Webinar) Thursday, December 3, 2015 — 1:00pm - 2:00pm ET
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