Click Here to Register NowPublic In-Classroom Training Seminars
  All Laredo Group In-Classroom Courses are non-technical, stand-alone courses designed to enable students to immediately understand and engage in interactive digital media and marketing. While you are not required to take Level I or II courses prior to taking other upper-level courses, Level I and II courses are designed as lead-ins to ensure you have mastered the basics.

   Next Early Bird Rates Expire: 5/13/2014

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Click Here for Agenda and Outlines Click Here for Clients and Testimonials

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Categories and Courses
Click on a Course below to view descriptions, locations and dates…
 
Intelligent Selling of Interactive Advertising Courses
Level I – Essential Technologies, Concepts and Best Practices
Level II – Intermediate Digital Sales Techniques  
Level III – Advanced Digital Sales Strategies and Techniques  
Understanding Programmatic Media – Real Time Bidding for Sellers  
 
Intelligent Planning and Buying of Interactive Media Courses
Level I – Essential Technologies, Concepts and Best Practices  
Level II – How to Develop and Manage Successful Campaigns  
Level III – Using Targeting, Research and Measurement to Optimize Campaigns  
How to Build and Manage a Digital Agency or Division  
 
Ad Club Seminars
Mastering Measurement: Understanding Metrics and Data in the Ad Ecosystem  
 
IAB Seminars
Native Advertising for Media Sellers  
Understanding and Using Media Math  
 
New! Discounted IAB Certification Training + Exam Bundles

The Courses Dates and Locations
Intelligent Selling of Interactive Advertising Courses
 
 
Intelligent Selling of Interactive Advertising – Level I
Essential Technologies, Concepts and Best Practices
 
 
    This is a must-do course to gain comprehensive knowledge of all aspects of interactive media delivery, measurement and creative elements. If you’re new to the industry, or need to improve your knowledge and skills this is an essential course.  
 
    Click Here for Full Course Description, Outline and Agenda  
       
   
  Fees and Discounts Register Now
 
New York - Apr 24, 2014 - The Friars Club
New York - Jun 02, 2014 - IAB Ad Lab
New York - Jul 23, 2014 - IAB Ad Lab
New York - Sep 16, 2014 - IAB Ad Lab
New York - Oct 21, 2014 - IAB Ad Lab
New York - Dec 09, 2014 - IAB Ad Lab
 
 
 
Intelligent Selling of Interactive Advertising – Level II
Intermediate Digital Sales Techniques
 
 
    Provides in-depth “how to” knowledge and sales skills needed to better sell all digital options. Learn which media types and platforms work best for different client objectives and how to achieve client campaign goals.  
 
    Click Here for Full Course Description, Outline and Agenda  
       
   
  Fees and Discounts Register Now
 
New York - Apr 25, 2014 - The Friars Club
New York - Jun 03, 2014 - IAB Ad Lab
New York - Jul 24, 2014 - IAB Ad Lab
New York - Sep 17, 2014 - IAB Ad Lab
New York - Oct 22, 2014 - IAB Ad Lab
New York - Dec 10, 2014 - IAB Ad Lab
 
 
 
Intelligent Selling of Interactive Advertising – Level III
Advanced Digital Sales Strategies and Techniques
 
 
    Teaches additional insights and perspectives for working with different agency and client types. Learn how to sell integrated programs and how media decisions are made and how agencies value site capabilities and audience factors.  
 
    Click Here for Description, Outline, Fees and Purchase  
       
   
 




Currently Available as a Webinar

Click here
 
 
 
Understanding Programmatic Media – RTB for Sellers
A Specialty Course
 
 
    This new “hot topic” course will teach sellers who sell, or compete with, programmatic media and Real Time Bidding (RTB) the concepts, terminology, evolution and future trends that will increasingly impact their business. Students will be able to engage in in robust conversations about, and understand the complexities and interrelationships that define, RTB.  
 
    Click Here for Description & Outline  




Currently Available Only as
Customized In-House Seminar.

Click here to submit request for training proposal.


 
Intelligent Planning and Buying of Interactive Media Courses
 
 
Intelligent Planning and Buying of Interactive Media –
Level I

Essential Technologies, Concepts and Best Practices
 
 
    This is a must-do course to gain comprehensive knowledge of all aspects of interactive media delivery, measurement and creative elements. If you’re new to the industry, or need to improve your knowledge and skills this is an essential course.  
 
    Click Here for Full Course Description, Outline and Agenda  
       
   
  Fees and Discounts Register Now
 
New York - Apr 24, 2014 - The Friars Club
New York - Jun 02, 2014 - IAB Ad Lab
New York - Jul 23, 2014 - IAB Ad Lab
New York - Sep 16, 2014 - IAB Ad Lab
New York - Oct 21, 2014 - IAB Ad Lab
New York - Dec 09, 2014 - IAB Ad Lab
 
 
 
Intelligent Planning and Buying of Interactive Media –
Level II

How to Develop and Manage Successful Campaigns
 
 
    This comprehensive “how to” course provides attendees with the knowledge needed to successfully plan, buy and manage digital media campaigns. Learn how to develop a winning strategy, integrate digital into your media mix, build an effective plan and optimize campaign performance.  
 
    Click Here for Full Course Description & Outline  
       
   
  Fees and Discounts Send Inquiry
 




Currently Available Only as
Customized In-House Seminar.


Click here to submit request for training proposal.
 
 
 
Intelligent Planning and Buying of Interactive Media – Level III
Using Targeting, Research and Measurement to Optimize Campaigns
 
 
    Teaches the knowledge and skills needed to understand how and what research, measurement and data analytics are used to meet marketing objectives and deliver more effective advertising. Get beyond top-level strategy and basic audience profiling using data for campaign management and optimization.  
 
    Click Here for Full Course Description & Outline  
       
   
  Fees and Discounts Send Inquiry
 




Currently Available Only as
Customized In-House Seminar.


Click here to submit request for training proposal.
 
 
 
How to Build and Manage a Digital Agency or Division – An Executive Course
Intelligent Approaches to a Complex Business
 
 
    This is a must-do course for executives who need to start and operate a successful interactive media agency or division.  
 
    Click Here for Full Course Description & Outline  
       
   
  Fees and Discounts Send Inquiry
 




Currently Available Only as
Customized In-House Seminar.


Click here to submit request for training proposal.
 
Advertising Club of New York logoAd Club Live Seminars
 
 
Mastering Measurement
Understanding Metrics and Data in the Ad Ecosystem
 
 
    Understanding what metrics are used for display advertising and how they are evaluated is crucial to an effective discussion on measurement. As advertising and marketing opportunities expand, it is critical to understand which metrics are used for content and social marketing, as well as the new integrated “Native Ad” units. The first part of this program will define, review and discuss the use of different advertising and marketing measurement and concepts, such as interaction rates, view-throughs, last-click and multi-channel attribution, video TrueViews, activation, brand lift, and engagement. The second part of this program will provide an overview of the terminology and ad tech ecosystem for collecting, segmenting, buying and optimizing audience-based buys. We will wrap up with a framework for applying measurement to the purchase decision journey.

$295 Regular Tuition
AdClub Members get an additional $50 off
 
 
    Click Here for Full Course Description, Outline and Agenda  
       
   
Register Now
 
 
IAB logo IAB Seminars
 
 
Native Advertising for Media Sellers  
 
    Publishers, social platforms and ad tech companies are aggressively advancing their advertising content, formats, placement and distribution options to create more seamless and impactful opportunities for brand advertisers. This course will explore the different perspectives on what it takes to sell native ad programs as well as tackle key topics such as measurement, research and transparency. By participating in this half-day session, you will understand the components, opportunities and challenges of native advertising, as well as learn what it takes to leverage these new ad programs in the sales process. This course is unique in its comprehensive and thorough presentation of the topics and insights needed to understand this new menu of advertising options.  
 
    Click Here for Full Course Description.  
       
   
$295 Regular Tuition
IAB Members get an additional $50 off

Register Now
 

New York - Jul 01, 2014 - IAB Ad Lab
 
 
 
Understanding and Using Media Math
Basic Media Math, Applications and Applying the Metrics
 
 
    This course will provide an overview of basic media math calculations and formulas along with an opportunity to practice and use these math skills to answer media-related questions and better position client expectations and opportunities. By understanding basic math skills, media sellers will improve their sales performance by having more robust discussions about campaign needs and performance. These math skills are also needed to pass the IAB Digital Media Sales Certification exam.

The course includes basic math formulas for working with averaging, fractions, percentages, and indexing; applying formulas to calculate CPM, eCPMs, impressions, media costs, CTR, and Return on Ad Spend (ROAS); and a review of how media calculations are used to estimate audience reach and composition and SOV. A list of resources to gain more experience will be provided as well.
  • Introduction
  • Basic Media Math
  • Media Applications
  • Math and Media Metrics
  • Math Skill Practice
  • Resources
  • Wrap-Up
 
       
   
$199 Regular Tuition
IAB Members get an additional $50 off

Register Now
 

April 30, 2014
2:30pm — 4:30pm

IAB AdLab, IAB Headquarters
116 East 27th Street, 8th Floor
New York, NY 10016
Live Session or WebEx
 

In-Classroom Registration Fees (Per student — includes continental breakfast, luncheon and break refreshments for full-day courses)


Early Bird Pricing (15% off)
- Up to 3 weeks prior -
Standard Pricing
Level I Courses $       594 $       699
Level II Courses $       594 $       699
Level III Courses $       679 $       799
Specialty Courses $       764 $       899

Multi-Course Registration Discounts (does not apply to Bundles or Certification)
Discount based on total number of courses for all people registered in one registration process. For example, if you register 2 people for 3 courses each, the total number of courses would be 6 and the multi-course discount would therefore be 19% as per the chart below. (Click here for more info.)
In-Person Seminars and Online Training courses are calculated separately for course totals and are not additive.

2 courses = 5%3 courses = 7%4 courses = 9%5 courses = 10%
6 courses = 11%7 courses = 12%8 courses = 13%9 courses = 14%
10 or more courses = 15%

Prices, dates, locations, course content and other specifications are subject to change without notice.

See Terms and Conditions for additional information.


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Client Testimonial
More Client Testimonials - Click Here

“Variety wanted to make sure that our sales execs were maximizing the online revenue potential from every advertiser. We worked with The Laredo Group to develop a training curriculum that met the specific needs of our reps and our industry dynamics. After spending a training day with The Laredo Group our team was excited and motivated to go out and pitch online advertising and integrated deals. They emerged from the training not only more knowledgeable about the world of online, but had a clear understanding of the value proposition our site’s ad programs offer and how to discuss and engage our clients in the opportunities. Our team is now completely prepared to sell and to overcome objections!”

— Dea Lawrence, Director of Marketing, Variety.com

 
Media and Association Sponsors
Interactive Advertising Bureau
Interactive Advertising Bureau
Chicago Interactive Marketing Association
Chicago Interactive Marketing Association
212 NY’s Interactive Advertising Club
212 NY’s Interactive Advertising Club
Boston Interactive Media Association
Boston Interactive Media Association
Bay Area Interactive Group
Bay Area Interactive Group
       
New England Newspaper Association
New England Newspaper Association
Marketing VOX
Marketing VOX
Media Buyer Planner
Media Buyer Planner
South Florida Interactive Marketing Association
South Florida Interactive Marketing Association
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11860 West State Road 84, Suite B15
Davie, Florida 33325-3815
Tel (954) 577-5700
Fax (954) 577-5720
E-mail info@laredogroup.com
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