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Cursurile IAB Academy – Modul II – Editia de toamna 2016

 

Incepand cu luna Octombrie demaram o noua editie a IAB Academy! Pe langa Modulul I – Fundamente in publicitatea digitala – (care ajuta orice persoana aflat ala inceput de drum in comunicare digitala sa capete cunostintele de baza pentru a putea lucra in domeniu), am adaugat si Modulul II – adresat specialistilor, clientilor si celor care vor sa isi consolideze cunostintele deja detinute si aplicate in publicitate online – care include cursuri precum: Native Advertising, Programmatic Buying, Strategie Digitala, Eficientizarea investitiei in media, Crearea corecta a unui brief catre agentie, Mobile Engagement – advertising beyond mobile banners; Understanding Digital Data si altele.

Cursurile IAB Academy – Modul II:

 

  1. Native Advertising – Trainer: Steve Thompson, Digital Media Consultant, London, UK  (Data: 27.10.2016) – a multi-disciplinary and practical workshop to creating, developing, executing and managing native advertising campaigns.
    1. Development of Native Advertising (History and evolution; IAB guidance and definitions; Why Native? – Thinking about devices, audience demand and time, moments; Buying native advertising)
    2. Native advertising – a media owners perspective (Telling brand(ed) stories in a crowded media landscape; Principles of audience engagement in differing media environments; The importance of storytelling; Choosing the right media partner; Principles of creative content design; What works and what doesn’t work)
    3. Native advertising – a brand perspective (Telling brand(ed) stories in a connected world; Where does native advertising sit within the marketing mix; Short, medium and long term issues; Working with creative agencies, media buyers and media owners; The impact of native advertising on integrated campaign performance; What works and what doesn’t work)
    4. The effectiveness of native advertising  – Measuring the effectiveness of native advertising over time
    5. Case studies & Guest Speakers
  2. Programmatic buying – Trainer: Steve Thompson (Data: 28.10.2016) – how programmatic buying and selling of advertising has grown within the search and display disciplines and also examine the rise of audience data and how this can be utilised to refine marketing activities.
    1. Evolution of programmatic buying
    2. Definitions and terminology
    3. The AdTech ecosystem
    4. Marketplace development ­ movement of revenues from networks to programmatic guaranteed
    5. Buying definitions and processes
    6. Principles of programmatic buying The AdTech stack
    7. The process of Real­Time Bidding Vendor demonstrations: SSP, DSP, Trading Desk, Exchange
    8. Understanding consumer behaviours ­ targeting people not devices The use of audience data: 1st, 2nd and 3rd party data
    9. The opportunities, the issues and the future Opportunities: mobile, native, social, video Current issues in digital advertising: Adblocking, Viewability
    10. The rise of Attribution modelling ­ beyond last click measurement
    11. Case studies & Guest Speakers
  3. Digital Strategy – Trainer: Gabriel Patru (Head of Strategy at MEC Romania & VP @IAB Romania) (Data: 14.10.2016)
    1. Strategia digitala si instrumente de planificare
    2. Principalele instrumente si canale de cercetare
    3. Tendinte in comportamentul consumatorului digital care influenteaza businessul
    4. Obiceiuri de cumparare in mediul digital si efectele lor
    5. Tehnici de cercetare in marketingul digital ­ calitativ si cantitativ
    6. Cum se interpreteaza datele disponibile online pentru a obtine informatii despre comportamentul consumatorului
    7. Cele mai importante platforme de masurare si cum se folosesc
    8. Despre segmentare si “personas” ­ pentru identificarea publicului tinta
    9. Instrumentele si procesul de masurare si optimizare
    10. Plan detaliat al procesului de optimizare

4. Mobile Engagement – Trainer: Vasile Hodorogea (Engagement Architect at ARworks Romania) ( Data: 11.11.2016)

      1. Evolutia mediei mobile si cum poate genera ea engagement
      2. Ce stie un dispozitiv inteligent ­ – disponibilitati ale tehnologiei mobile, de la public – privat – intruziv
      3. Apps & features: Augmented Reality, Virtual Reality, Beacons, Aplicatii cu functii multiple (AR, QR, VR, continut etc) – teorie & utilizare in practica
      4. Intergrare cu alte platforme (online & offline)
      5. Relevanta & credibilitate, verosmil & veridic; user vs consumer ­ ce misca de fapt produsul din raft in cos
  1. Alte cursuri aflate in definitivare:
    Understanding Digital Data – Trainer: Adrian Motirliche – Business Development Director – Romania at TailWind EMEA (Data: 18.11.2016)
    Eficientizarea investitiei in media – Trainer: Daniel Secareanu – Chief Digital Officer at Burda Romania (Data: 20.10.2016)
    Advanced social media: strategii, analize – Trainer: Ionut Oprea – Manager at STANDOUT & Facebrands/Fanalyzer, President of IAB Romania(17.11.2016)

Discounturi aplicabile (discounturile se pot cumula/se aplica secvential)

Early bird: 20% – pentru­ inscrieri pana la finalul lunii septembrie – se aplica la orice curs (sau program integrat)

3 participanti de la aceeasi companie: 15%

Acelasi participant pentru toate cursurile unui modul: 25%

Oferta speciala pentru agentii: Un curs gratuit la fiecare 3 inscrieri din partea clientilor sai!

Tarifele Modulului 2: 250 Eur/membri IAB; 400 Eur/non­-membri IAB

Pentru cursuri solicitate special pentru o companie sau mai multe din acelasi oras va rugam sa ne contactati pentru o oferta adaptata: academy@iab­romania.ro