If you are new to digital media marketing or just want to stay current with what is happening in the ever changing digital ecosystem, this course is for you. This crash course provides a comprehensive introduction to the digital marketing and advertising industry and is taught in an interactive classroom format that provides plenty of time for class discussions so bring your questions.

This course was previously called Integrated Digital Marketing.

Learning Outcomes

  • Develop a foundational knowledge of the most used digital marketing platforms and tactics in Canada, including how they are used, bought and measured.
  • Learn the digital media terms and concepts you need to navigate the digital ecosystem.
  • Learn the basics of how digital media campaigns are delivered and tracked.


Terra Sharek, Group Director, Strategy at Omnicom Media Group

Dates and Locations

TorontoFeb 20, 202010:00 am – 5:00 pmEnglishIAB Canada Office111 Peter Street, Suite 406B
TorontoMay 5, 202010:00 am – 5:00 pmEnglishIAB Canada Office111 Peter Street, Suite 406B
TorontoSep 17, 202010:00 am – 5:00 pmEnglishIAB Canada Office111 Peter Street, Suite 406B
TorontoNov 19, 202010:00 am – 5:00 pmEnglishIAB Canada Office111 Peter Street, Suite 406B

If you wish to take this course remotely, please contact us at courses@iabcanada.com


  • Course includes a break for the provided lunch.
  • Please note, course end times may vary.


1.0 Introduction

  1. 1.1: The State of Digital Media Usage in Canada
  2. 1.2: The New Consumer Path to Purchase
  3. 1.3: Paid, Earned & Owned Media

2.0 Display Advertising

  1. 2.1: Display Ad Formats
  2. 2.2: Display Ad Creative Best Practices
  3. 2.3: Buying Display Advertising

3.0 Video Advertising

  1. 3.1: The Canadian Digital Video Landscape
  2. 3.2: Video Ad Formats
  3. 3.3: Video Creative Best Practices
  4. 3.4: Video Measurement
  5. 3.5: The Future of Video: OTT and Connected

4.0 Programmatic Media Buying

  1. 4.1: What is Programmatic?
  2. 4.2: How does Programmatic Work?
  3. 4.3: Exchange Types

5.0 Social Media Marketing & Advertising

  1. 5.1: The State of Social Media in Canada
  2. 5.2: Owned Social
  3. 5.3: Paid Social
  4. 5.4: Measuring Social Media

6.0 Content Marketing

  1. 6.1: The Content Spectrum
  2. 6.2: Content Marketing
  3. 6.3: Branded Content
  4. 6.4: Influencer Marketing
  5. 6.5: Native Advertising

7.0 Email Marketing & Advertising

  1. 7.1: Email Marketing Overview
  2. 7.2: Email deliverability and measurability
  3. 7.3: Email creative best practices & benchmarks
  4. 7.4: CASL

8.0 Search Engine Marketing

  1. 8.1: Search Marketing Overview
  2. 8.2: SEO
  3. 8.3: Paid Search

9.0 Mobile Marketing & Advertising

  1. 9.1: Mobile Marketing Overview
  2. 9.2: Mobile Categories (SMS, Apps, Mobile Web)
  3. 9.3: Mobile Ads: Formats and Targeting Options

10.0 The Digital Campaign Process

  1. 10.1: Workflow Overview
  2. 10.2: Campaign Types
  3. 10.3: Brand Safety
  4. 10.4: Media Research and Measurement
  5. 10.5: How ads are delivered
  6. 10.6: Viewability
  7. 10.7: Digital Campaign Tracking and Measurement
  8. 10.8: Optimizing
  9. 10.9: Policy And Regulatory Affairs

11.0 The Latest

  1. 11.1: Where the industry is going
  2. 11.2: Up and Coming Tech


  • This crash course on the fundamentals of Integrated Digital Marketing does an amazing job at teaching us the basics of the advertising world, with a strong Canadian perspective of the digital landscape.  – Justin Teng, Sales Support Specialist, DAC Group
  • Being an new to Digital Marketing, I consider this course to be excellent and it helped me a lot to understand some basic stuff in my new job. – Irshad Ruhomutally, Senior Consultant Digital Performance, Intact Insurance
  • Great introduction for my entrance into the digital world. – Anonymous
  • Would highly recommend and take another course.  It was a perfect general overview of digital marketing. – Anonymous

Course Policies


If an attendee cancels his or her registration more than 14 days before the date of the seminar, the amount paid for the cancelled registration will be refunded in full. Registrations cancelled within 14 days of the seminar date will NOT be refunded.

NOTE: Only 2 cancellations or registrant substitutions are allowed per company, per course. A charge of $100 will apply to each additional cancellation or registrant substitution.

In the event that IAB Canada needs to cancel any seminar(s), a full refund or an opportunity to attend an equivalent future seminar(s), at the option of the attendee, will be provided by IAB Canada. However, IAB Canada shall not be responsible for, or offer any monetary compensation for, any expenses incurred by the registrant or attendee (including, but not limited to, non-refundable airline tickets, hotel fees or change fees) due to such a cancellation.


Please provide 48 hours notice before the course if you wish to transfer to the next session or transfer to a different course. Requests made less than 48 hours notice will not be accommodated.


Your email confirmation represents receipt of payment and confirmation for your seat(s) for the course, workshop or seminar(s). You are not confirmed until payment in full is received by IAB Canada, and a confirmation email is sent to you.


All printed materials provided by IAB Canada are meant for the exclusive use of the individual attendee, and no portion of any of the printed materials provided by IAB Canada may be scanned, copied, reproduced or in any other way distributed or made available for use by anyone but the original individual registrant or attendee at the session(s).