Intelligent Selling of Interactive Advertising — Level I
Essential Digital Advertising Technologies, Concepts, Metrics and Best Practices

Laredo Group Course Completion Certificate Selling Level IGain a thorough understanding of industry terminology, technologies and interactive advertising principles and concepts. This course will cover ad delivery, measurement, pricing, research and creative; highlighting those components that impact advertising delivery, efficiency and performance. Whether you’re new or just need to improve your knowledge and skills, this is an essential course.

This comprehensive course is constantly updated to give participants an in-depth review of ad types, trends, industry standards and best practices. It highlights how all of the digital media components work together. This course reviews the essential building blocks and ensures a complete perspective of digital media opportunities, and provides a “how to” approach to getting started, following best-practices and ensuring that you have a thorough understanding that will enhance your career and benefit your clients.

Interested in taking this course Right Now…On-Demand…Online…Worldwide?
Click Here for information on our Online Training Course: “Fundamentals of Interactive Advertising and Digital Media”.
   Who Should Attend, Agenda and Course Outline

Who Should Attend

In-House Marketing Team
  • VP of Sales
  • Publishers
  • Managing Directors
  • Sales Directors and Managers
  • Sales Reps
  • National Account Directors and Managers
  • Account Directors and Managers
  • Account Executives
  • Account and Sales Planners
  • Ad and Revenue Operations
  • Sales Operations
  • Sales Assistants
  • Business Development
  • Marketing Directors and Managers
  • Interactive Marketing Directors and Managers
  • E-Marketing and E-Business Directors and Managers

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Agenda for All Courses (details subject to change)

8:30 - 9:00AM Sign-In/Continental Breakfast
9:00 - 9:15AM Welcome and Opening Remarks
9:15 - 10:15AM Morning Session
10:15 - 10:30AM Morning Break/Refreshments
10:30 - 12:00PM Morning Session Continued
12:00 - 12:45PM Luncheon Served
12:45 - 2:00PM Afternoon Session
2:00 - 2:15PM Early Afternoon Break/Refreshments
2:15 - 3:15PM Afternoon Session Continued
3:15 - 3:30PM Afternoon Break/Refreshments
3:30 - 4:20PM Afternoon Session Continued
4:20 - 4:30PM Wrap-Up/Q&A
Course Outline  
  • Training Goals and Outcomes
  • What is Advertising and How Advertising Works in the Digital World

Digital Media Ecosystem
  • Transformation of the Web
  • The Display Ecosystem (LUMAscape)
  • The Expanding Mix and Platforms
  • The Multi-Screen Modes: Sequential and Simultaneous
  • Key Components of the Digital Media Ecosystem
    • Premium Content Sites
    • Ad Networks
    • Ad Exchanges and Private Exchanges
    • Programmatic Media
    • Search
    • Mobile Marketing
    • Social Media
  • Paid – Owned – Earned Media

Ad Units and Formats
  • IAB Standard Ad Units and Non-Standard Ad Units
  • Ads Measured by Pixels and File Size
  • The Universal Ad Package
  • Half-Page Ad Units
  • Evolution of Creative Formats
    • Static, Animated, Simple Flash
    • Rich Media Definition
  • Rich Media Terminology
  • Rich Media and Rising Star Ad Formats
    • Expand Ads
    • Billboard
    • Filmstrip
    • Portrait
    • Pushdown
    • Sidekick
    • Slider
    • Other Ad Units
    • Text Ads
  • Video Ad Formats
    • In-Banner Video
    • Streaming Video
    • Rising Star Video Ads
    • Video Standards
  • Mobile Ad Units
    • IAB Mobile “Rising Stars”
    • Mobile Video
  • Tablet Ads
  • Native Advertising
  • Social Media Ads
  • SEM or Pay-per-Click Search Ads
  • Audio Ads
  • Dynamic Ad Creative and Ad Versioning
  • Finding Creative

Ad Delivery, Counting & Tracking Ads
  • Ad Avails, Ad Inventory and Placement
  • Ad Serving Overview
  • Ad Delivery Process
    • Different Editorial and Ad Content Sources
    • How Ad Impressions and Clicks are Counted
    • Delivery of Ad and Session Cookies
    • Discrepancies in Counting Ad Impressions
    • Ad Delivery via Ad Exchanges
  • Ad Scheduling and Delivery
    • Smooth, Weighting of Impressions
    • ROS vs. Targeting
  • Ad Operations
  • Ad Impressions: The Digital Currency
  • Ad Placement and Counting Ad Impressions
    • Counting Viewable Ads
    • Viewability and Placement
    • Causes for Non-Viewable Ads
    • Impact of Viewability on Rates and Currency
  • Review of IAB’s Terms and Conditions
  • Ad Delivery and the “Ad Stack”
  • Programmatic Media Definitions
    • Ad Exchange
    • SSP, DSP, RTB
    • Trading Desk
    • Data Aggregators, DMPs
    • Programmatic Media

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  • Targeting Overview
    • Targeting Goals
  • Three Major Categories of Targeting
    • Technographic
    • Content
    • Audience
  • Targeting Continuum
  • Day Part Targeting
    • Considerations, Pro’s and Con’s
  • Technographic Targeting
    • Computer, Domain, Access
    • Geo-targeting, ISP vs. Zip Code
    • Pro’s and Con’s
  • Content Targeting
    • Content vs. Contextual
  • Audience Targeting
    • Demographic
    • 1st Party Publisher Data
    • Behavioral Ads/Re-targeting
    • Predictive
    • Social Proximity
    • Look-Alikes
  • Facebook & Mobile Targeting
  • Targeting and Privacy
  • Cookies, Tracking and Tagging
  • Targeting Considerations: Reach vs. Targeting
  • Tools that Track Cookies and Beacons

Measurement Terminology
  • Clicks, Click-Throughs, Click-Through Rates (CTRs)
  • Interaction Rates, Dwell Rates
  • View-Throughs, Post-Impression Actions
  • Attribution
  • Frequency, Share of Voice
  • Engagement
  • Key Performance Indicators (KPIs)
  • Performance Metrics
    • CPC, CPA, CPE, CPV

Campaign Performance
  • Perspectives on Performance and CPMs
    • What Happens After the Ad is Served
  • Perspectives on Clicks and CTRs
  • Evaluating and Optimizing Online Advertising (Study)
  • CTR Variables
  • What Impacts Performance

Key Trends and Forecasts
  • IAB Internet Ad Revenue Report (Review)
  • Ad Revenue Forecasts and Trends
    • Display Ad Trends
    • Mobile and Social Ad Spend
  • Staying Informed

Review and Wrap-Up
  • Review Key Take-Aways
  • Laredo Group Resources
Register Now
Interested in taking this course Right Now…On-Demand…Online…Worldwide?
Click Here for information on our Online Training Course: “Fundamentals of Interactive Advertising and Digital Media”.

Course Note: The Level I Intelligent Selling and Planning and Buying courses cover the same topics...the material that everyone working in the interactive advertising industry needs to know. As a result, the courses are taught as one course, together in the same room, so you’ll be able to hear the perspectives of those you’ll be dealing with, as well as those in similar positions from other companies.

All Laredo Group Courses are designed to enable students to immediately understand and engage in interactive digital media and marketing in its many forms. They are for all who need an understanding of Internet advertising best practices, ad programs, vocabulary, how ads are delivered and measured, how to differentiate and use branding versus direct response ads, and to understand the opportunities and limitations of what can be accomplished with online advertising and how this benefits advertisers. A limited number of students is allowed in each course, so each student can be assured of maximum interaction and learning and robust program presentation and curriculum, comprehensive manual and experienced a setting that allows for greater interaction between instructors and students, providing more immediately relevant dialogue and information for each individual student.

Note: All Laredo Group courses are updated and modified frequently to reflect the rapidly evolving and changing online advertising and media industry. All course outlines are therefore subject to change without notice.

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