October 1 Professional Development New York, New …...2015/10/12 · IAB GLOBAL SUMMIT 2015 September 30 – October 1 New York, New York Town Hall: IAB Certifications and Professional

IAB GLOBAL SUMMIT 2015

September 30 – October 1New York, New York



Town Hall: IAB Certifications and Professional Development

Michael Theodore, Senior Vice President, IAB, and General Manager, IAB Education Foundation

Suzanne McElligott, Chief Executive Officer, IAB Ireland

Olga Britto, Managing Director, IAB Colombia

Moderator: Christa Babcock, Account Director,

Learning and Development, IAB

l  Over 7,500 applicants l  DMSC (Sales): 4,300 certified l  DAOC (Ad Ops): 500 certified l  DDSC (Data): Pilot testing

Certification Programs Update

IAB Certification Programs: Overview

IAB Certification Program

Certification Program Digital Media Sales Certification

Digital Ad Operations Certification

Digital Data Solutions Certification

Who it’s for Digital Media Sales professionals with a minimum of 2 years of experience or 1 year of experience and 15 – 30 hours of training.

Digital Ad Operations professionals with a minimum of 2 years of experience or 1 year of experience and 15 – 30 hours of training.

Digital Data Solutions professionals with a minimum of 2 years of experience or 1 year of experience and 15 – 30 hours of training.

Description This is the only professional certification created specifically for digital media sales and measures the knowledge needed to create and execute effective online campaigns.

Proves that individuals understand the latest practices, tools and terminology required to succeed in the marketplace. Serves as benchmark for technical management of campaign execution and related functions.

The program is a catalyst for building both strong teams and individual careers. This Certification ensures that candidates demonstrate the ability to succeed in the intersection of digital advertising and data.

Testing Window February, May, August, November January, April, July, October January, April, July, October

International Participation

IAB Certification and Professional Development

Country Applied+ Cer0fied CANADA 199 115 SINGAPORE 124 11 UNITED KINGDOM 63 35 IRELAND 55 33 AUSTRALIA 45 23 INDIA 28 6 HONG KONG 17 9 SOUTH AFRICA 15 11 FRANCE 13 6 JAPAN 11 9 BRAZIL 8 3 CHINA 7 4 MEXICO 7 5 BERMUDA 6 -‐ ITALY 6 2 MALAYSIA 5 -‐ UNITED ARAB EMIRATES 5 2 POLAND 4 3 SOUTH KOREA 4 2 ARGENTINA 3 3 CZECH REPUBLIC 3 2 ISRAEL 3 2 CHILE 2 2 COSTA RICA 2 1 GERMANY 2 1 GUATEMALA 2 1 MOROCCO 2 1 NEW ZEALAND 2 1 PERU 2 2 SPAIN 2 1 BELGIUM 1 -‐ BULGARIA 1 1 CAYMAN ISLANDS 1 -‐ COLUMBIA 1 -‐ DOMINICAN REPUBLIC 1 -‐ GREECE 1 -‐ JORDAN 1 -‐ PUERTO RICO 1 -‐ SAUDI ARABIA 1 -‐ URUGUAY 1 -‐ TOTAL 658 297

Importance of Training l  DMSC ●  Certification Prep class ●  Fundamentals of Digital Advertising

l  DAOC ●  Certification Prep class

DDSC ●  2016 Q1


Training Alternatives l  Local trainers l  Local Subject Matter Experts l  Universities l  IAB (US) trainers l  Online training (coming soon)


IAB Certification Program: Exclusive Benefits for IAB Certified Employees Through participation in the IAB Certification program, employees are eligible for exclusive benefits. l  Extension of partnership through customized corporate training with subject

matter experts. l  Ex. Programmatic, Viewability, Mobile

l  Discounted rates toward additional events for IAB certified digital media professionals.


IAB Ireland: Presents....the Training Trinity

www.iabireland.ie @iabireland www.iabireland.ie @iabireland

www.iabireland.ie @iabireland

1. IAB Global Certification (Aug 2014 to 2015)

Digital Sales Cert : 28 candidates: 80% Publishers

Ad ops Cert: 11 candidates: 60% Publishers, 40% Agencies

USP: Global Standard www.iabireland.ie @iabireland

2. Bespoke Training Tailored training to business & team’s needs

Companies trained include: Google, Group M, INM, Core Media, Ryanair, Sky, Associated News, Irish Times, TV3

Key themes: Up skilling of complete team on the pivotal role of digital, impact of mobile migration & digital metrics

USP: Trainer expert in UK/IE & EU best practice


3. Workshops

Topics include: Programmatic, Mobile, Social Media, Search & Video Candidates: 50% brands 25% publishers 25% agencies USP: IAB Ireland Councils nominate top “practitioner” presenters, content is practical and focused on candidate’s business needs.


SUCCESSES:

l  Top Level of satisfaction from attendees & Companies

l  High repeat bookings

CHALLENGES:

l  Costs/Profit ration 75/25

l  Small Market = Limited Prospects


IAB Certifications and Professional Development

Latam

Overview and Current State l  IAB Certification is growing!

●  IAB Certification and training programs are seen as a comprehensive industry standard for media professionals

●  Started in 2013, there are now participants in 9 countries: ● Argentina, Brazil, Chile, Columbia, Costa Rica,

Guatemala, Mexico, Peru, Uruguay ●  Large holding companies participating including:

● Mediacom, Yahoo!, Comscore, and Digilant


l  Certification Programs Offered: ●  Digital Media Sales Certification ●  Digital Ad Ops Certification ●  Data Certification (2016)

l  Training Programs Offered: ●  IAB Digital Media Sales Certification exam preparation course (2016) ●  Digital Fundamentals Course ●  Participating organizations include: Colgate, Telefonica, Mindshare,

JWT ●  Significant portion of revenue for LATAM: Currently accounts for 30% of

revenue for IAB Columbia.


Overview and Current State

l  2016 will be a year of global growth for Learning and Development initiatives: ●  Translation of marketing and education materials for

localization in development ● Marketing plan in development with execution in 2016 ●  Partnership talks in development with Universities for

current students and recent graduates


Overview & Updates

Web Site

Temporary Site: http://lanaya.dhdinc.com/smartec/

THANK YOU






Town Hall: IAB Certifications and Professional Development

Michael Theodore, Senior Vice President, IAB, and General Manager, IAB Education Foundation

Suzanne McElligott, Chief Executive Officer, IAB Ireland

Olga Britto, Managing Director, IAB Colombia

Moderator: Christa Babcock, Account Director,

Learning and Development, IAB

Documents

October 1 Professional Development New York, New …...2015/10/12 · IAB GLOBAL SUMMIT 2015 September 30 – October 1 New York, New York Town Hall: IAB Certifications and Professional