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EFFECTIVE CAMPAIGN STRATEGYAL MEDIAGITIDG & PLANNINGBUYINCE R T I F I E DSTANDARDIZED KNOWLEDGEEXAM BLUEPRINTDIGITAL MEDIA BUYING & PLANNING MAY 2016
9,000Join more thandigital mediaprofessionals participating in IAB CertificationAs a media and advertising professional today, not only do you needto stay current on the latest trends, tools, measurement tactics, andtechnologies, but you need to prove your knowledge and credibility toclients, employers, and peers.1 stPROGRAM IN DIGITALADVERTISING ACCREDITED BYIAB Certification programs establish and measure the baseline digital industryknowledge required for digital advertising professionals. Created by industrysubject matter experts and a leading test development company, the certificationprograms are managed by an independent Certification Commission.RECENT IAB SALESCERTIFICATION HOLDERS *AGENCIES AND MEDIA BUYERS **91%would recommendIAB Digital MediaSales Certification to acolleague in advertisingmedia sales84%prefer to work with amedia sales person whounderstands analytics,campaign managementand performance metricsin digital mediasaid the programexpanded theirworking knowledgeof digital media81%of agencies and mediabuyers prefer to work witha media sales person whostays educated in digitalmedia regularly86%*Source IAB Certification Sales Certification Survey Jan 2016**Source IAB Certification Agency Survey Dec 2014300 LEADING DIGITAL COMPANIESHAVE COMMITTED THEIR TEAMSTO THE PROGRAM INCLUDING
Exam Blueprint for Digital Media Buyers and Planners 234F123Duties and TasksCollaborating on Campaign BriefsEstablish Plan ParametersDevelop Media ObjectivesEstablish Buying GuidelinesConfirm Available AssetsConstruct Planning TimelineCreating Media StrategiesConduct Campaign Research ActivitiesDefine Media Mix AllocationCollaborate with Creative AgenciesDesign Data Strategy and MeasurementPlanDevelop Strategic Recommendation forBrandDeveloping Digital Media PlansManage RFP ProcessEvaluate and Negotiate Media ProposalsForecast Media ReturnsFinalize Media PlanExecuting CampaignsNegotiate Vendor Terms and ConditionsManage IO ProcessKick-off CampaignManage Trafficking and Tagging ProcessManage Reporting ProcessVerify Campaign LaunchManaging CampaignsAnalyze and Optimize CampaignTroubleshoot CampaignManage Flowchart ProcessManaging Digital Media FinancesEducating StakeholdersCreate Ad Hoc ReportingConstruct Industry POVsSetup Media DaysTotal# Items ertcertifcation@iab.com
Knowledge Required of Digital Media Buyers and PlannersSpecialized KnowledgeAcceptance of third party tags and technologyAccountingAd formatsAd serversAd serving verification systemsAd tech data work flowAd technologyAd trackingAd typesAd verification best practicesAgency billing processesAgency fee structureAudience behaviorAudience for POVsAvailable data resourcesAvailable metricsAvailable partners in the marketplaceAvailable reach within each channelAvailable SMEs (e.g., media intelligence or forecasting,Basic marketing fundamentalsaccount analytics, programmatic)BenchmarksBest practices in digital media terms and conditionsBiddable landscapeBrand benchmarksBrand billing termsBrand competitive setBrand data architectureBrand expectationsBrand guidelinesBrand historyBrand responsivenessBrand safety best practicesBrand savings goalsBrand team's reporting expectationsBrand verticalsBrand's billing processesBrand's business trendsBrand's finance processBrand's finance rulesBrand's fiscal calendarBrand's goalsBrand's or agency's existing contractsBrand's owned assetsBrand's promotional calendarBrand's terms and conditionsBudget tracking systemsBuying modelsBuying systemCampaign briefCampaign goalsCampaign parametersCategory trendsChanges to the media planChannel capabilitiesChannel mixCompetitive setsConsumer behavior trendsContractual agreementsCreative agency scopeCreative assetsCreative assignmentsCreative best practicesCreative responsibilitiesCreative technology capabilitiesCreative testing best practicesData architectureData sourcesData strategyDigital ad pricing modelsDiminishing returnsExecution feasibilityExisting rate cardsFlow of dataHistorical campaign contextHistorical performance of past campaignsHow to pull a delivery reportIAB's terms and conditionsIndustry benchmarks
Knowledge Required of Digital Media Buyers and PlannersSpecialized KnowledgeIndustry best practicesIndustry data sourcesIndustry jargonIndustry knowledgeIndustry standardsIO naming conventionsIO software systemKPIsLegal regulatory restrictionsLicensingLicensing guidelinesLogistical constraintsMarketplace conditionsMedia buying platformsMedia capabilities (i.e., what media is capable of achievingMedia day subjectsor scalability)media ecosystem functionMedia landscapeMedia mathMedia objectivesMedia placementsMedia plansMedia platformsMedia timelinesMust-haves and must-notsNon-startersNon-working media costs (e.g., ad serving fees, DMP costs) Non-working media ratesOrganizational finance processesOrganizational mandates that need to be included in RFPOther brand in-market activityPartner capabilitiesPath to conversionPath to purchasePerformance benchmarksPlan parametersPrevious creative executionsPricing benchmarksProject timelinePublisher guidelines and policiesQA checklistRegulatory compliance standardsReporting toolsRoles and responsibilities of teamsSavings methodology and goalsScalable mediaSeasonalitySite mapSkillsets of creative development teamStakeholder expectationsStakeholder schedulesStakeholder timelinesStandard and custom creative development turnaroundStandard creative sizes and specstimesStatistical tests (e.g., determining level of significance)Strengths and weakness of media typesTag functionalityTarget audienceTech stackTechnological capabilitiesTerms and conditionsThird party research toolsTrafficking processTypical and historical media objectivesTypical production timelinesUtilized ad technologyVendor acceptance of ad technologyVendor capabilitiesVendor flexibilityVendorsVendor's terms and conditionsWhen to escalate a problem
Skills and Abilities Required of Digital Media Buyers and Plannersability to articulateability to identify inaccuracies in dataability to meet deadlinesability to use data sourcesaccountabilityanalytical thinkingbasic business acumenclient management skillscommon senseconsistencycoordination skillscritical thinkingdata visualization skillsethicalflexibilityleadershipmedia math skillsnegotiation skillsopen-mindedpatiencepresentation skillsproactiveproject managementrealisticrelationship buildingresourcefulspreadsheet software skillstactfulnesstime management skillswriting skillsSkills and Abilitiesability to compromiseability to manage stakeholder expectationsability to tell stories with dataaccount management skillsaccuracyattention to detailbasic math skillscollaboration skillscommunicationconsultative skillscreativitydata interpretationefficientevent management skillsinnovativelistening skillsmulti-taskingobjectivityorganization skillspersistenceprioritizingproblem solving skillsreactivereasonableresearch skillsresponsivestorytelling skillstechnical writing skillstrustworthiness
Tools, Equipment, and Resources Digital Media Buyers and PlannersTools, Equipment, and Resourcesaccess to brand's site mapaccounting sheetad ops teamad serversad serving platform (e.g., double click)ad technologyad verification platformsad verification toolsagency corporate contracts or rate cardsagency research departmentanalytics teamsanalytics toolsauthorization softwarebilling and finance teamsbilling softwarebilling templatebrand briefbrand databrand first party databrand guidelinesbrand health trackersbrand sales databrand sales reportsbrand segmentationbrand's legal teambuying platformscase studieschannel SMEscompetitive research tools (e.g., ad intel, kantar,creative assetsmoat)creative examplesdata sourcesdelivery reportDMPfinance teamflowchart softwareflowchartshistorical MMA or ROI reportshistorical reportsIAB standardsindustry benchmarks (e.g., ad verification,IAB terms and conditionsviewabilty)in-market research toolsinternal and brand's finance departmentinternal POVs and case studiesinternal terms and conditionsinternal vendor databaseIO software systemIT supportkeyword listKPI benchmarkslegal teammarketing mixed modeling toolsmedia buying platformmedia buying toolsmedia flowchart softwaremedia flowchart templatemedia kitsmedia planmedia plan templatemedia planning flowchartsmedia research tools (e.g., comScore)meeting spacenaming convention documentoffice servicesother agency experiencespast campaign performancepost-buy reportsPOV templatepresentation softwarepresentationsprevious brand briefsprevious media plansproduction timelinespublisher guidelines and policiesregulatory standards
Tools, Equipment, and Resources Digital Media Buyers and Plannersrelevant creative examplesreporting toolsresearch teamRFP templatessearch engineSMEsspreadsheet softwaretag verification softwarethird party partnerstrade publicationsvendor contact informationvendor invoicesvendor reputationvendorsTools, Equipment, and Resourcesreporting templatesresearch and analytics teamRFP software (e.g., iDesk)screen capture toolsite mapspec sheetsyndicated research toolstagging strategythird party research toolstraffic sheetvendor databasesvendor knowledge basevendor spec sheet
Resources and Other Data Considerations of Digital Media Buyers and PlannersAd Verification ToolsAd YapperAdometryC3 MetricscomScore VCEDCMDouble VerifyIASMoatNielsen DARTelemetryWhite OpsSyndicated Research ToolsAd Intelcompete.comcomScoreeMarketerForresterGoogle TrendsKantarMoatMRINielsenSocial Listening ToolsIn-Market Research ToolsBrand Health TrackercomScoreGoogle SurveysInsight ExpressMilward BrownMoatNielsenPlacedSocial Listening ToolsSqadAnalytics ToolsAd ServerAdobe AnalyticsAdometeryBusiness IntelligenceSoftwareConvertroDMPGoogle AnalyticsMilward BrownMobile MeasurementPlatformsSEM RushSocial Listening ToolsSpyFuVisual IQMedia Buying PlatformsDSPFMPPMDSearch EnginesSEM deo
Tools, Equipment, and Resources Digital Media Buyers and PlannersSMEsad opsanalyticscomms planningcontentcreativedatafinancelegalmarket intelligencemarketing t teamsprogrammaticresearchsalessearchsocialvideo
Detailed Content OutlineDuties, Tasks, and StepsA1abcdef2Collaborating on Campaign BriefsEstablish Plan ParametersObtain business objectives frombrandConfirm campaign timingAlign on target audienceAlign on target regionAlign on budget parametersEstablish savings methodology andgoalsDevelop Media ObjectivesDetermine whether or not businessaobjective is feasiblebCollaborate with SMEs todetermine media objectiveSet media objective based onbusiness objectivesd Gain approval on proposed mediaobjectivescSkills, Abilities, andAttributesTools,Equipment,and Resourcesbrand historymedia landscapeother brand in-marketactivityseasonalitytypical and historicalmedia objectives skillslistening skillsnegotiating skillsprojectmanagementskills brand briefaudience behaviorbasic marketingfundamentalsbrand verticalscampaign parametershistorical performancemedia capabilities(i.e., what media iscapable of achieving) articulatebasic businessacumencollaborationskillscreativityproblem solvingskills brand briefbrand firstparty Knowledge 3abcdefghijEstablish Buying GuidelinesAsk brand if they have preferredrates with vendors or mandatedbuysDetermine if agency has preferredrates with vendors or mandatedbuysReview up-front commitmentsDetermine the "must-haves" and"must-nots"Identify brand safety guidelinesIdentify ad quality guidelinesIdentify fraud thresholds andguidelinesIdentify viewability thresholds andguidelinesConfirm pricing modelsIdentify legal regulatory guidelines ad verification bestpracticesbrand safety bestpracticesbrand's or agency'sexisting contractsdigital ad pricingmodelslegal regulatoryrestrictionsthe brand competitivesetthe brand's historicalcontext analyticalattention todetailcommunicationskillsproactiveresourceful agencycorporatecontractsor ratecardsbrand briefbrand'slegal teamcompetitive researchtools (e.g.,ad intel,kantar,moat)IABstandardsindustrybenchmark
Detailed Content Outlinek4Determine competitive separationrequirementsConfirm Available AssetsCollaborate with creative agencyaand brand teambDetermine if there are existingcreative assetscDetermine if there will be newcreative assetsDetermine timeline of delivery ofdassets with brand team and agencyDetermine if creative tests areegoing to be implementedObtain admin rights for brandpages or profilesReview any existing assets to begusedConstruct Planning TimelineDetermine delivery date forastrategy presentationf5bcdefgB1abcdefDetermine internal check points(progress reports)Align stakeholder schedules anddutiesDetermine dates for brandapprovalsDetermine RFP process timelineConfirm launch dateConfirm tech implementationtimelineCreating Media StrategiesConduct Campaign ResearchActivitiesResearch media landscapeResearch brand category landscapeResearch target audiencesReview past campaignperformanceReview research and data providedby clientPerform SWOT analysis brand guidelinescreative agency scopecreativeresponsibilitiespublisher guidelinesand policiesskillsets of creativedevelopment teamstandard and customcreative developmentturnaround timesstandard creative sizesand specs brand expectationsbrand responsivene
media flowchart template media kits media plan media plan template media planning flowcharts media research tools (e.g., comScore) meeting space naming convention document office services other agency experiences past campaign performance post-buy reports POV template presentation software presentations previous brand briefs
