The Digital Media Sales course has been designed specifically for media sales people better understand the media they are responsible to generate revenues for. Over the course of 2-days will cover everything from the technical aspect of digital marketing (advertising formats, technologies, media math, policy and standards) to the human elements of selling such as how to conduct needs assessments, creating a proposal, analyzing performance + much more!

The course focuses on the four key areas of understanding you need to have know in order to be a successful and knowledgeable digital media salesperson:

1) Comprehending the Digital Advertising Ecosystem
2) Selling Digital Media
3) Managing Digital Advertising Campaigns
4) Analyzing Campaign Performance

Through a combination of instructor lead analysis of these topics, mini-exercises and quizzes, attendees will come away with an elevated knowledge of digital media and the sales process.

What You’ll Learn

  • Explore the online advertising ecosystem
  • Understand where digital media fits relative to legacy media
  • Get comfortable with the jargon (CPAs, BTF, RTB, NHT etc)
  • How to prospect new clients
  • How to prepare and present digital media solutions to clients
  • Tactics for overcoming any objections clients may have
  • How to create value for your clients
  • What trends and technologies are effecting the industry today

Instructors

Eleanor Bothwell, Director, Digital Media Systems at Media Experts
Sonia Carreno, President at IAB Canada 

Who Should Attend?

Sales teams at publishing organizations (digital or traditional). Perfect if you’re part of a publisher or network sales team and want to effectively sell online advertising and the benefits of digital.

Also a good prep course for those who are preparing to take the Digital Media Sales Certification exam.

Dates and Locations

CityDateTimeLanguageVenueAddress
TorontoMar 25 & 26, 202010:00 am – 5:00 pmEnglishIAB Canada Office111 Peter Street, Suite 406B
TorontoOct 1 & 2, 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

Note:

    • Course includes a break for a provided lunch.
    • Course end times may vary.

Curriculum

Day 1 Agenda – The Digital Advertising Ecosystem

1.0 Explaining Marketing Models

      1. 1.1: Digital Media’s Canadian Footprint
      2. 1.2: The Consumer Buying Funnel
      3. 1.3: Traditional Marketing Concepts in Digital
      4. 1.4: Paid, Earned and Owned

2.0 The Digital Landscape

      1. 2.1: The Digital Media Ecosystem
      2. 2.2: Buy Side Landscape
      3. 2.3: Sell Side Landscape
      4. 2.4: Content Distribution
      5. 2.5: Programmatic Landscape
      6. 2.6: Programmatic Constructs

3.0 Digital Ad Formats and Platforms

      1. 3.1: Search Engine Marketing
      2. 3.2: Display Advertising
      3. 3.3: Mobile Ad Formats
      4. 3.4: Social Media Ad Formats
      5. 3.5: Video Ad Formats
      6. 3.6: Native Ad Formats
      7. 3.7: Audio Ad Formats
      8. 3.8: Mobile Apps
      9. 3.9: Cross-Device Usage

4.0 Digital Ad Measurement

      1. 4.1: Defining Success Metrics
      2. 4.2: Digital Campaign Types
      3. 4.3: Data Sources
      4. 4.4: Media Math

5.0 Key Digital Ad Tools and Tech

      1. 5.1: Research Tools
      2. 5.2: How Ad Serving Works
      3. 5.3: Ad Serving Tech
      4. 5.4: Media Measurement
      5. 5.5: Targeting Options
      6. 5.6: Attribution Information

6.0 Adhering to Compliance Policies / Standards

      1. 6.1: Advertising Laws
      2. 6.2: Privacy Laws
      3. 6.3: Anti-Spam Laws
      4. 6.4: Behavioural Advertising Laws
      5. 6.5: Viewability
      6. 6.6: Video Ad Serving Standards
      7. 6.7: Display Ad Standards

Day 2 Agenda – Selling Digital Media

8.0 Identifying Clients

      1. 8.1: Prospect Tools
      2. 8.2: Researching Prospects
      3. 8.3: Preparing for Contact
      4. 8.4: Contacting and Scheduling

9.0 Determining Client Needs

      1. 9.1: The Needs Assessment Process
      2. 9.2: Define Historical Buying Process
      3. 9.3: Prioritize Objectives
      4. 9.4: Secure the RFP
      5. 9.5: Evaluate the RFP

10.0 Align Solutions with Objectives

      1. 10.1: Align Digital Ad Products with Needs
      2. 10.2: Strategic Recommendations
      3. 10.3: Technology Partner Recommendations

]

11.0 Establish KPIs

      1. 11.1: Defining Success Metrics
      2. 11.2: Site Indexing and Benchmarketing

]

12.0 Design and Present Client Proposal

      1. 12.1: The Proposal Process
      2. 12.2: Digital Media Pricing Models
      3. 12.3: Creating a Perfect Proposal

13.0 Negotiating the Digital Media IO

      1. 13.1: Negotiating Campaign Parameters
      2. 13.2: Standard Terms and Conditions

14.0 Launching and Monitoring a Digital Campaign

      1. 14.1: Timeline for Launch
      2. 14.2: Campaign Launch Checklist
      3. 14.3: Pacing and Optimization
      4. 14.4: Exercise

15.0 Optimizing and Analyze Campaign Delivery

        1. 15.1: What to Evaluate
        2. 15.2: Common Problems / Troubleshooting
        3. 15.3: Data Reports
        4. 15.4: Campaign Reporting
        5. 15.5: Opportunities for Upselling
        6. 15.6: Post Reports

16.0 The Digital Media Sales Certification Exam

        1. 16.1: What it is, why take it
        2. 16.2: How to apply
        3. 16.3: Re-certification

Obtaining your Digital Media Sales Certification

To learn more about the Digital Media Sales Certification visit the IAB US website. When you are ready to register click here to get exclusive IAB Canada Member rates

Testimonials

        • Very informational. Couldn’t be more pleased with the success of this course & knowledge I have obtained. – October 2019 Attendee
        • Thank you for the insightful Digital Media experience! I learned quite a bit, and have my trusty book to review – Kelly Selleck, Ricardo Media
        • Thanks for a great course!  Wow — a lot to take in! – Angela Jones

Education Policies

Cancellation

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.

Transfers

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.

Payment

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.

Copyright

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).