The Interactive Advertising Bureau (IAB) has established
what it calls the first-ever educational standard for digital media
sales forces. It believes that the "IAB Digital Media Sales
Certification" fills the need for professional benchmarks in digital, on
par with the legal world’s Bar Exam and Wall Street’s Series 7. That
situation changes with today’s announcement by the Interactive
Advertising Bureau (IAB) establishing the first-ever educational
standard for digital media sales forces with the launch of the "IAB
Digital Media Sales Certification."
To receive the certification, digital sales professionals must complete an examination, which will be administered through Pearson Testing Centers. Registration for the certification exam kicks off today, with applications available at www.iab.net/certification. The inaugural exams are scheduled for Monday, June 11, 2012 and will be held at Pearson’s Test Centers worldwide.
IAB standards are strictly voluntary, but endorsed by heavyweight member organizations like Google, Yahoo! and AOL, as well as Time Inc. and NBCUniversal. In April The Interactive Advertising Bureau (IAB) has released the first comprehensive update to its in-stream video advertising standards since 2008, crafted largely by those organizations, and with broad compliance.
“The certification program will help raise the level of professionalism in the digital field by allowing salespeople to demonstrate their knowledge of the complex interactive environment,” said Michael Theodore, Vice President, Member Services, IAB. “Much like examinations in other fields, this test will give current job holders and job seekers a ‘score card’ to prove their understanding of the most important concepts, guidelines, and best practices in digital advertising. Businesses also benefit by ensuring that they have the most competent sales teams possible.”
“The IAB’s program to create new educational standards for the interactive industry is an exciting step forward for advancing the field of digital advertising sales,” said Patrick Dolan, Executive Vice President and COO, IAB. “Once the digital media sales certification program is launched, we will develop similar training and certification programs for other related professions in the industry, which will both teach and recognize the knowledge and skills needed for success.”
There is no formal coursework required for the “IAB Digital Media Sales Certification” examination. Designed for salespeople with 2-5 years of experience in the digital industry, it is recommended that candidates have a strong command of current industry issues, players, and operations, as well as a broad understanding of every major digital platform. The test costs $350 for IAB members and $450 for non-members.
Before creating the certification program, IAB conducted extensive research into the knowledge gaps in the field, including the “IAB Interactive Ad IQ Industry Survey” with Ernst & Young, and a series of in-depth interviews with sales professionals.
The findings showed that many professionals on both the sell-side and buy-side are struggling to keep up with the rapid evolution of interactive advertising platforms, technologies and capabilities. Yet, they agree that a deep understanding of these areas is critical to their success and the growth of the industry.
As a result, the certification exam will cover general comprehension of the digital advertising ecosystem, selling digital media and analyzing campaign performance. Specific topics will include:
The certification program’s Founding Commission will drive its future direction. Members include such luminaries as Scott Schiller, chair of NBCUniversal; Paul Caine of Time Inc; Charlie Echevarry of Univision; Rick Song of Microsoft Advertising; and Wayne Powers of Yahoo!, among others.
“The constant and rapid evolution of today’s digital media marketplace makes it more important than ever for sales professionals to fine-tune their skills and keep up with new advertising formats, standards and tools,” said Scott Schiller, Executive Vice President, Digital Media Sales, NBCU Entertainment & Digital Networks and Integrated Media, NBCUniversal, and Chair of the “IAB Digital Media Sales Certification” Founding Commission. “The new certification exam will establish much needed professional industry benchmarks and best practices, while also raising the bar for talent and providing a career ‘badge’ so they can stand out in their field and super-serve their clients.”
http://www.marketingvox.com/
To receive the certification, digital sales professionals must complete an examination, which will be administered through Pearson Testing Centers. Registration for the certification exam kicks off today, with applications available at www.iab.net/certification. The inaugural exams are scheduled for Monday, June 11, 2012 and will be held at Pearson’s Test Centers worldwide.
IAB standards are strictly voluntary, but endorsed by heavyweight member organizations like Google, Yahoo! and AOL, as well as Time Inc. and NBCUniversal. In April The Interactive Advertising Bureau (IAB) has released the first comprehensive update to its in-stream video advertising standards since 2008, crafted largely by those organizations, and with broad compliance.
“The certification program will help raise the level of professionalism in the digital field by allowing salespeople to demonstrate their knowledge of the complex interactive environment,” said Michael Theodore, Vice President, Member Services, IAB. “Much like examinations in other fields, this test will give current job holders and job seekers a ‘score card’ to prove their understanding of the most important concepts, guidelines, and best practices in digital advertising. Businesses also benefit by ensuring that they have the most competent sales teams possible.”
“The IAB’s program to create new educational standards for the interactive industry is an exciting step forward for advancing the field of digital advertising sales,” said Patrick Dolan, Executive Vice President and COO, IAB. “Once the digital media sales certification program is launched, we will develop similar training and certification programs for other related professions in the industry, which will both teach and recognize the knowledge and skills needed for success.”
There is no formal coursework required for the “IAB Digital Media Sales Certification” examination. Designed for salespeople with 2-5 years of experience in the digital industry, it is recommended that candidates have a strong command of current industry issues, players, and operations, as well as a broad understanding of every major digital platform. The test costs $350 for IAB members and $450 for non-members.
Before creating the certification program, IAB conducted extensive research into the knowledge gaps in the field, including the “IAB Interactive Ad IQ Industry Survey” with Ernst & Young, and a series of in-depth interviews with sales professionals.
The findings showed that many professionals on both the sell-side and buy-side are struggling to keep up with the rapid evolution of interactive advertising platforms, technologies and capabilities. Yet, they agree that a deep understanding of these areas is critical to their success and the growth of the industry.
As a result, the certification exam will cover general comprehension of the digital advertising ecosystem, selling digital media and analyzing campaign performance. Specific topics will include:
- Differentiating the benefits of digital versus traditional media
- Describing digital advertising formats
- Defining key digital advertising tools and technologies
- Calculating media mathematics
- Adhering to compliance standards/policies
- Understanding differences in digital ad formats
- Prospecting for new clients
- Aligning digital advertising products with client objectives
- Comprehending internal and third-party research
- Analyzing, launching, and monitoring digital advertising campaigns and data
- Reviewing opportunities to renew or upsell digital advertising campaigns
The certification program’s Founding Commission will drive its future direction. Members include such luminaries as Scott Schiller, chair of NBCUniversal; Paul Caine of Time Inc; Charlie Echevarry of Univision; Rick Song of Microsoft Advertising; and Wayne Powers of Yahoo!, among others.
“The constant and rapid evolution of today’s digital media marketplace makes it more important than ever for sales professionals to fine-tune their skills and keep up with new advertising formats, standards and tools,” said Scott Schiller, Executive Vice President, Digital Media Sales, NBCU Entertainment & Digital Networks and Integrated Media, NBCUniversal, and Chair of the “IAB Digital Media Sales Certification” Founding Commission. “The new certification exam will establish much needed professional industry benchmarks and best practices, while also raising the bar for talent and providing a career ‘badge’ so they can stand out in their field and super-serve their clients.”
http://www.marketingvox.com/
Δεν υπάρχουν σχόλια:
Δημοσίευση σχολίου