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

Gain a thorough understanding of digital media sales 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.

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Dates and Locations
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  
  • How to Get the Most Out of Your Training
  • Evolution of Advertising
  • What is Advertising?
  • How Advertising Works in the Digital World

Digital Media Ecosystem
  • Transformation of the Web and Digital Marketing
  • View of the Digital Ecosystem from LUMAscape
  • Display Ecosystem Simplified
  • Key Components Within the Digital Ecosystem
    • Content Websites
    • Content/Product Aggregators
    • Mobile Sites, Apps
    • Ad Inventory Aggregators/Ad Networks
    • Search (SEO, SEM)
    • Programmatic Media
    • Ad Exchanges, Private Exchanges
    • Social Media and Social Networks
    • Native Ads, Content Marketing
    • Video
  • Take 5 Minutes - Review Exercise

Ad Units and Formats
  • IAB Standard and Non-Standard Ad Units
  • Display Ads Measured by Pixels and File Size
  • Universal Ad Package (Display Ads)
  • Evolution of Creative Formats
    • Non-Rich Media
    • Rich Media
  • Rich Media Terminology
    • Hot Spots
    • Animation vs. Video
    • Frame Rates
    • Close Ad X
  • Rich Media Examples
  • Rich Media and Other “Rich” Formats
  • Other “High Impact” Ad Units
    • Wallpaper
    • Skins, Margin Ads
    • Peelbacks
    • Floating Ads
    • Overlays
    • Introstitial, Pre-stitial, Gateway, Welcome Screen
  • Rich Media Ad Units (Rising Stars)
  • Text Ads and Sponsored Listings
  • Video Ads
  • Digital Video Rising Stars
    • Filmstrip
    • Control Bar
    • Time Sync
    • Extender
    • Full Screen
  • Video Ad Formats
    • Overlays
    • In-Skin
    • In-Text Video
  • Mobile Ads
  • Mobile Rising Stars
  • Mobile Video Ad Formats
    • Pre-Rolls
    • Billboards
    • Video Interstitials
  • Mobile Activation Programs
  • IAB’s Mobile Rich-media Ad Interface Definitions (MRAID)
  • Mobile SMS, MMS
  • Mobile Activation
  • Audio Ads
    • In-Stream
    • Companion Banner
    • Pre-Roll Audio
    • In-Player Display
  • Digital Audio Ad Serving Template (DAAST)
  • Tablet Advertising
    • In-App Ads
    • Tablet Browser Ads
    • Considerations
  • Native Ads
    • Content
    • Placement and Distribution
    • Functionality
    • IAB’s Categories
  • Dynamic Ad Creative, Ad Versioning
  • Take 5 Minutes – Review Exercise

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Ad Delivery, Counting & Tracking Ads
  • Ad Delivery – Inventory & Placement
  • Ad Delivery Terminology
    • Inventory
    • Avails
    • Bounce, Bounce Rate
  • Ad Delivery Overview
    • Ad Server Technology
    • Different Types of Ad Servers
  • Ad Delivery Process
  • Video Ad Serving
  • Scheduling and Delivery
  • Ad Placements Above- and Below-the-Fold
  • Counting Viewable Ads
    • Viewability and Placement
    • Causes for Non-Viewable Ads
    • Impact of Viewability on Rates, Currency
  • Update to IAB and 4A’s Terms & Conditions
  • Ad Delivery and the “Ad Stack”
  • Exercise: Terminology of the Ad Delivery Ecosystem

Targeting Content and Audiences
  • Targeting Overview
    • Targeting Goals
    • Targeting Options
  • Targeting Types/Categories
    • Daypart
    • Technographic
    • Content/Contextual
    • Audience
  • Technographic Targeting
    • Display Geo-Targeting
    • Location Data & Signals
    • Location Targeting & Strategies
  • Audience Targeting
    • Behavioral and Re-Targeting
  • Cookies, Tracking and Tagging
  • Targeting Considerations
  • Tools that Track Cookies, Tags, Pixels and Beacons
  • Privacy and Compliance
  • Take 5 Minutes – Review Exercise

Measurement Terminology
  • Clicks, Click-throughs, CTRs
  • Interaction Rates, Dwell Rates
  • Benchmark Data
  • Video Completion & Expansion Rates
  • View-Throughs
    • View-Through Considerations
  • Attribution
    • Attribution Modeling
  • Frequency & Share of Voice
  • Engagement
  • Key Performance Indicators (KPIs)
  • Performance Metrics
    • CPC, CPA, CPV, CPE
  • Conversions/Conversion Rates
  • Video Metrics
  • Take 5 Minutes - Review Exercise

Campaign Performance
  • Campaign Performance Objectives
  • Campaign Execution
    • Leads/Actions
    • Awareness/Branding
  • What Impacts Display Ad Performance
  • Perspectives on Clicks and CTRs
  • Evaluating and Optimizing Online Advertising
  • Click-Through Rate Variables
  • What Impacts Performance
  • Pricing and Evaluation
    • Branding vs. Direct Response
  • Media Calculation
    • CPM
    • eCPM
    • Media Cost
    • Impressions
  • Take 5 Minutes - Review Exercise

Review & Wrap-Up
  • Review Key Take-Aways
  • Staying Informed
  • 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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