IAB Education

How to Respond to Digital RFPs

ScribeMedia — Sat, 07 Aug 2010 20:11:48 +0000

Taught by experts from Politico and New Titans Media

A Workshop for Publishers and Sellers

The Request for Proposal (RFP) model was originally designed as a business tool to help advertisers do a more thorough and consistent job when looking for channels to place ads.

Today, the number of digital channels alone can make for an often inconsistent, disconnected and hard to follow roadmap for both advertisers and publishers.

This training session offers publishers and media sellers greater insight into the process of deciphering and responding to digital media RFPs by providing guidelines and best practices for sellers to follow when reviewing advertiser needs and putting together proposals to meet those needs. With a combination of presentation an interactive exercises, you will acquire insightful strategies and concrete tactics that will improve your sales capabilities.

Participants for this training will explore:

The 6 necessary components of any effective RFP
Ways for sellers to review RFPs to determine relevancy and fit
Smart ways sellers can avoid conflicts with advertisers and promote peaceful and meaningful partnerships
Publisher and site best practices for maintaining value to visitors and advertisers
The most common pitfalls that sellers face and how to avoid them
How sellers can clearly communicate the value they bring to the table
How sellers can help advertisers reach their marketing goals
How to identify and promote seller Unique Selling Propositions

Targeting: Reaching the Right Audience Online

ScribeMedia — Wed, 04 Aug 2010 12:13:00 +0000

Taught by Experts from Audience Science & Peer39

Targeting, largely based on contextual approaches, has always been a crucial component of successful advertising campaigns. However, today’s fragmented media landscape and highly empowered users make it harder and harder to find customers and stand out from advertising clutter.

This seminar shows how new targeting approaches (behavioral targeting, semantic targeting, and audience targeting), based on innovative technologies and analytic frameworks, allow digital marketers to boost both reach and frequency in their campaigns, extend marketing messages across the purchase funnel, and get the right advertisement in front of the right person surrounded with content chosen to maximize the message’s effectiveness.

You will learn the important data sources that underlie today’s most important targeting tools, the principles that allow optimization engines to turn data into insight, and the regulatory and consumer privacy pitfalls that must be avoided at all costs.

This seminar will outline approaches to defining and targeting audiences and ensuring a good fit between that audience, the advertising message, and the meaning of the surrounding content.

We will help you get started in the world of data mining and segmentation approaches and predictive behavioral targeting, and also provide proven tips and techniques for those looking to take their campaigns to the next level.

Intended for marketers and media planners, this seminar will also be useful for traditional media professionals looking to understand this fundamental capability of interactive advertising.

Present Like a Pro

ScribeMedia — Mon, 07 Jun 2010 00:25:24 +0000

Turn Information into a Story That Sells

At a time when presentation skills need to be razor-sharp, too many ad sellers are “presenting” the virtues of their sites when they need to be “communicating” the value of their sites to advertisers and their bottom lines. And they need to do that in a compelling, engaging, persuasive way with confidence, authority, and credibility.

This 3 hour seminar shows participants the difference between mediocre presentations that induce client yawns and exceptional presentations that close business.

With a combination of lecture, demonstration, and individual exercises, participants learn how to:

Properly plan for specific presentations
Instantly connect with their buyer(s)
Build buying momentum for their story and make it compelling and engaging
Turn a presentation from a monologue into a dialogue
Give meaning and clarity to complex visuals
Close easily and naturally to the specific next step in the sales process
Deliver a presentation with confidence, authority, and passion

This seminar is designed for both junior reps with at least one year’s experience who need to get on top of their presentation game as well as more seasoned reps who want to re-tool and refine their performance.

Not only will participants gain a much deeper appreciation of what it takes to make a winning sales presentation and a clear understanding of their strengths and areas of weakness, they will acquire tools, tips, and techniques to apply what they’ve learned and ultimately bring in more business for their companies.

Instructor Anne Miller is well-known in the media industry as a respected author, speaker, and seminar leader. In the last twenty-five years, she has taught salespeople at more than 100 print and online companies, including Yahoo!, DoubleClick, PointRoll, UGO, and Visible World, how to sell millions of dollars worth of advertising.

Attendee Testimonials

Ad Verification Seminar

ScribeMedia — Mon, 26 Apr 2010 17:40:57 +0000

An Introduction and Discussion of Methodologies

Verification of online ad buys has become increasingly important to advertisers and agencies due to discrepancies between sell-side and buy-side impression counts and ads appearing near inappropriate content. By verifying delivery of ad campaigns, advertisers and media buyers hope to identify and eliminate budget waste from their online campaigns, safeguard the reputation of their brands, and adhere to regulatory compliance requirements.

But how do ad verification technologies accurately validate impression delivery and what does this mean for publishers and ad networks that are facing increasing demands for accountability? How can ad verification technologies help ad networks and exchanges become compliant with upcoming IAB Guidelines?

This four hour course includes an hour long panel discussion and twenty minute presentations by top level executives at leading Ad Verification companies.

Participating Ad Verification Companies

AdSafe
Adometry
DoubleVerify
The Media Trust
mPire (Ad XPOSE)
PerformLine
Proximic
RealVu
SiteScreen

Agenda
Each company discusses their products, services, and methodology (15 minute presentations) as well
as answers attendees’ questions (5 minutes).

Afterwards, a representative from each company participated in a panel session led by the IAB that
focused on the operational and sales implications of these new players in the interactive advertising supply chain. Attendees, from companies such as Break Media, Google, NY Times, Tremor Media, among others, asked many questions throughout the session.

Success in Social Media

ScribeMedia — Sun, 14 Mar 2010 17:59:26 +0000

Getting Started with Social Marketing: Best Practices for Success

Secrets to Success in Social Media – Taught by Nichole Goodyear of Brickfish, Peter O’Sullivan of Buzzlogic, Geoff Ramsey of eMarketer, Pete Spande of Federated Media and Anna Banks of Organic, Inc.

This is the companion course to the IAB Social Media Buyers Guide. Geoff Ramsey, CEO, eMarketer, starts the seminar with a comprehensive (and lively) social media market overview. Geoff is followed by Pete Spande, VP Sales, Federated Media, who talks about what is driving social media growth. Nichole Goodyear, CEO, Brickfish then goes through the Social Media Buyers Guide. Finally, four case studies, including Jeep, Coach, Microsoft, and the Organic Trade Association.

Social media and social networking applications are two of the fastest growing segments of the internet. This class will describe the major social media formats and how marketers can leverage their unique characteristics – an engaged audience, two-way interaction, rich profile data and the social graph. After a brief market overview, it will address:

Definition of social media and social networking
Ways to advertise on these popular properties
Analysis of social media’s appeal and discussion of its utility for marketers
Comparison of the different forms of social marketing and how you go about using each
Common processes to buy and execute a social media campaign
Metrics for evaluating success in social media marketing
Some strategic principals and best practices for success, as well as misconceptions about the space and pitfalls to avoid

This class is intended for anyone working to understand the breadth of digital marketing opportunities available today through social media. Marketers, agency professionals and publishers will all benefit through learning the fundamentals of this channel in order to take the first steps towards executing and delivering social campaigns.

Understanding and Using Attribution Models

ScribeMedia — Thu, 11 Mar 2010 11:45:46 +0000

Getting Credit for Your Impressions – Taught by Morris Martin, Microsoft

Digital media has always been defined by its measurability and accountability, but marketers are increasingly realizing the limitations of today’s narrowly defined metrics. Specifically, the last ad standard that has been in use for nearly a decade has become antiquated as ad campaigns become more complex, users spend more time online, and advertisers reach individuals across multiple channels. Analyzing campaign success within distinct silos is highly limiting and assigning all the credit to the last ad served is overly simplistic, and conflicts with marketers’ need for true accountability.

This class will highlight flaws in current attribution systems that limit the efficiency of digital media on both the buy- and sell-sides, and describe ROI metrics that credit success based on a more nuanced perspective. We will outline industry-leading techniques and cutting-edge technologies that are aimed at solving these problems and paving the way for the next generation of defining the currency of online media. Specifically, this seminar will:

Demonstrate research around the amounts of data currently being discarded and synergies being ignored by traditional last-ad ROI systems.
Identify publisher positions in the sales funnel and those who stand the gain the most from holistic, alternative ROI measurement techniques.
Discuss next-generation ROI solutions in detail – including how they will affect publishers – and identify opportunities for publishers to get involved in shaping the space.

Targeted at mid- to senior-level publisher executives, the approaches presented in this class will help you more effectively present your offering to marketers and capture more of the value that your sites bring to the marketing landscape.

Ad Effectiveness 101

ScribeMedia — Sat, 13 Feb 2010 20:20:09 +0000

When and How to Measure the Efficacy of Digital Campaigns – Taught by experts from comScore

This seminar will teach the basics of online campaign effectiveness including the capabilities of current analytics, common measures of effectiveness, and how to manage measurement projects efficiently.

Led by Anne Hunter, VP Ad Effectiveness Products at comScore, this class can help address the following questions:

What type of measurement should I use for a brand campaign online? Direct response?
How can I discern the varying contributions of different placements, creative and publishers?
How can I compare online efficacy against offline media?
How can I measure digital’s impact on direct sales that they occur offline?
Why is it important to understand the distinctions between different methodologies – panel vs. survey vs. third party database matches? Can I use these different techniques together?
Who are the vendors offering measurement solutions and what are publishers and agencies able to do in-house?

This seminar is targeted at mid-level media planners, ad sales staff, as well as marketing and research teams from both publishers and agencies, particularly those tasked with proving the value of their media spend.

Metrics 101 — Understanding and Using Measurement Data

ScribeMedia — Thu, 21 Jan 2010 16:53:34 +0000

Taught by experts from Nielsen

This seminar will teach the basics of online metrics and measurement, and how this environment differs from traditional broadcast or print media in terms of media planning and buying. It will provide an overview of the common metrics used online, including uniques, impressions, and clicks, with the uses for each.

Panel-based and server based methodologies will be contrasted, and pros, cons, and issues for each reviewed.

Led by The Nielsen Company, this class can help address the following questions:

What are the fundamental terms for online media planning, buying and execution? Get a rich understanding of Internet terms ranging from uniques and reach to impressions and cookies. Compare and contrast to traditional media terms and create an understanding of reach and frequency online.
Why is it important to understand the distinctions between panel information, web analytics data and third party ad server information? How do these distinctions impact estimates in the online marketplace?
How can publishers and agencies leverage these metrics to help convey a strong value proposition to clients?

Targeted to mid-level and junior ad sales staff and media planners; particularly those transitioning from traditional media to digital landscapes.

Mobile Advertising: Marketing on the Go

ScribeMedia — Thu, 21 Jan 2010 16:16:22 +0000

Taught by experts from Cars.com, Impact Mobile and eMarketer

Mobile advertising has been one of the great opportunities in the interactive space for the last decade, but the unique complexities of this environment have slowed progress. However, with recent improvements in network and handset technology, we may be reaching an inflection point.

This seminar will present the current landscape in terms of mobile usage and audience demographics and discuss the impact of rising smartphone penetration. We will illustrate, using real-world examples, how mobile advertising can address the full range of marketing goals.

The seminar will detail the spectrum of inventory options available today, from core offerings such as mobile display, messaging, and search to more advanced opportunities such as mobile video, voice ads, app-based advertising and location-based services. Cross-platform approaches will be discussed, as well as the current state of the art in terms of metrics.

Finally we will present a framework for creative success in the mobile environment, and the keys to getting started with a mobile advertising campaign.

This class is intended for marketers and media planners looking to explore the mobile advertising space or advance existing, but nascent, mobile capabilities.

Understanding and Succeeding with Digital Video Advertising

ScribeMedia — Thu, 21 Jan 2010 16:10:28 +0000

Taught by experts from BBE and eMarketer

Video is an increasingly important part of the online experience, with more and more content available in every category, from user-generated clips to full network programs. And with this dramatic growth of video content, marketers are able to access an entirely new form of advertising inventory that combines the addressability and flexibility of more traditional online formats with the emotional depth and story-telling capabilities that make TV advertising the center of most branding activity.

This seminar will place the current user experience in its historical context, outlining the evolution of today’s video advertising, describing the rich universe of content as well as the shape of the audience it attracts. We will discuss the available ad formats and their strengths and weaknesses for various marketing objectives, and what unique capabilities that addressable video advertising brings to the marketing arsenal.

Specifically, the class will address these key questions:

What is the consumer experience that is driving adoption of this medium, and what is the path of its likely evolution?
What new advertising opportunities does this medium enable?
Who are the key players and what do they offer consumers and marketers?
Who is doing video advertising well today and what lessons can be drawn from this success?
Why is digital video different from every existing advertising format, and how can you take advantage of these important distinctions?

Richly illustrated with examples and case studies, this seminar will outline proven strategies and provide an operating philosophy that will enable success for marketers looking to invest in this channel.