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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:

Course Overview About the Instructor
Topics Covered Venue
Course Syllabus Who Should Attend
Agenda for the Day Pricing

COURSE OVERVIEW

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
Non-Members: $399

*Price includes the full day course,
participant guide and meals

 

*This class counts as 8 hours of training towards Option 2 for the Digital Media Sales Certification. Read more info on Eligibility Requirements here.

 

 


TOPICS COVERED

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

SYLLABUS

  • 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
AGENDA
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

 

ABOUT THINSTRUCTOR

Kara Dempsey, Training Consultant, IAB Faculty

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.


 

VENUE

IAB Ad Lab, 116 E. 27th Street, New York, NY 10016 - Floor 8

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.

WHO SHOULD ATTEND

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.

PRICING

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


Advanced Programmatic for Buyers and Sellers - NYC Tuesday, December 8, 2015 9:00am - 5:00pm EST