Intelligent Selling of Interactive Advertising — Level II
Intermediate Digital Sales Techniques

Laredo Group Course Completion Certificate Selling Level IIDesigned for publishers, VP Sales, national account directors, senior sales reps, e-business managers and directors, marketing managers and directors, business development managers and directors, print and broadcast sellers who are transitioning to digital sales, those in digital media who want to accelerate their media revenues.

This course builds on the Level I course, providing more in-depth “how to” knowledge and sales skills needed for understanding all of the digital options. We cover what media types and platforms work best for different client objectives and how to respond to brand, direct response and brand-response campaign goals as well as their metrics and measurement criteria. Students will understand how digital currency and pricing relates to performance and how to use different research and data sources for better audience insights.

                                                   Click Here to Register

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

Who Should Attend

In-House Sales 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  
Introduction
  • How to Get the Most Out of Your Training
  • Perspectives
  • Digital Media Imperatives
  • Online Advertising Trends

The Journey to Purchase
  • Purchase Decision Funnel and Journey to Purchase
  • Purchase Funnel or Marketing “Filter”
  • Mapping Consumer Journey to Purchase
  • B2B Journey to Purchase
    • By device and daypart
    • “Day in the Life” of Customer
    • Triggers and Stimulus
    • Simultaneous vs. Sequential Media Connections
    • Sources for Information
  • Take 5 Minutes – Review Exercise

Display and Search
  • Display and Search Media
    • Display Media
    • Search (SEO, SEM)
  • Premium Content Providers
    • Considerations
  • Aggregators of Display Media
    • Ad Networks
    • Consideration Criteria
    • Types of Ad Networks
  • Search – SEO and SEM
    • SEO (Search Engine Optimization or Natural Search)
    • SEM (Search Engine Marketing) or Pay Per Click (PPC) Search
  • SEM Search Ads
    • Search Keywords
    • Search Rank
    • Search Bids
  • Highest PPC Ad Words & What Triggers Search
  • What Media Sellers Should Discuss with Their Clients About SEM
  • Take 2 Minutes – Review Exercise

Mobile and Social
  • Mobile and Social
  • Mobile – A Channel, A Device, A Mode
  • Mobile Marketing Considerations
    • User Demographics, Mode, Usage
    • Type of Content, Activities
    • Interactions and Expectations
    • Mobile Marketing Strategies
    • Cross-Channel Tracking
  • Mobile Ad Examples
    • SMS/MMS
    • Search
    • Display
    • Video
    • Branded App
    • Google’s New Mobile Ads
  • The Digital Media Ecosystem – Mobile
  • Social Media
    • Social Advertising Cheat Sheet
    • Paid – Owned – Earned Media
    • Social Media Considerations
    • Client Strategies
    • Which Platforms and Why
  • Take 2 Minutes – Review Exercise

Programmatic Media
  • Programmatic Media
  • Why Publishers/Advertisers Invest in Programmatic
  • The Ad Delivery Process
  • Review: Programmatic Media Definitions
    • Ad Exchanges
    • Supply Side Platforms (SSP)
    • Demand Side Platforms (DSP)
    • Trading Desk
    • Data Management Platforms (DMP)
    • Data Providers, Suppliers
  • Ad Exchange Inventory
    • Automated Guaranteed
    • Unreserved Fixed Rate
    • Invitation-Only Auction
    • Open Auction
  • Know Your Inventory
  • Considerations for Ad Exchange Inventory
  • Real Time Bidding (RTB)
  • Data Types in the Ecosystem
    • 1st Party Data
    • 2nd Party Data
    • 3rd Party Data
  • Tools for Tracking
    • Cookies
    • Tracking Pixels, Beacons
  • Audience Targeting
    • Audience Targeting Considerations
  • Take 2 Minutes – Review Exercise

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Campaign Objectives and Measurement
  • Campaign Performance Metrics Must Match Objective
  • Campaign Metrics by Platform
    • Display Media
    • Social Media
    • Email
    • ECommerce
  • How Advertising Programs Meet the Objectives
  • Branding Objective Requirements
    • Measuring Branding Objectives
    • Branding Research Questions
    • Measuring Ad Effectiveness
    • Branding Campaign Expectations
  • Direct Response Campaigns
    • Goals, Expectations, Considerations
    • Methodology
    • Testing Variables
    • Success Metrics Based on ROI
  • Combining Branding and Response Objectives
  • Branding vs. Direct Response
  • Campaign Measurement and Metrics
  • What Impacts Performance
  • Exercise: Matching Measurement to Objectives Review

Selling Digital Media
  • Roles of Consultative Seller
  • Understanding the Digital Media Imperatives
  • Selling Digital Media in the Programmatic World
    • Media Dollar Allocation
  • Digital Media Currency
    • CPM Defines the “Values” of Your Media
    • Now…Think Differently About Your Currency
  • Media Selling vs. Audience Selling
  • Pricing By Inventory Type
    • Importance in Sales Conversation
  • Pricing by Inventory Price
    • Effective vs. Efficient
  • CPM Pricing (General Ranges)
  • Sample Advertising Specs/Rates
    • Facebook Pricing
    • Video Pricing
  • Pricing Factors
  • Performance-Based Evaluation
  • Effective CPMs vs. Efficient CPMs

Review, Resources, Tools
  • Review: Ad Sales Reality Check
    • Expanding Opportunities
    • Data Makes Digital Advertising More Effective
    • Redefining Measurement
    • Real-Time Media and Optimization
  • Sales Tools
  • What to Do Next?
  • Staying Informed
  • Laredo Group Resources

Final Thoughts & Wrap-Up
  • Final Thoughts
  • IAB’s Standards and Best Practices
Register Now

Interested in taking this course Right Now…On-Demand…Online…Worldwide?
Click Here for information on our Online Training Course: “Intermediate Digital Advertising Sales”.


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 instructors…in 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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