In a response to increased demand for digital training across the interactive advertising landscape IAB Canada has taken steps towards providing experiential learning by partnering with experts and key service providers in Canada.
IAB Canada is excited to announce a refreshing new approach to training for the marketing and digital media industries starting November 2015. The program launches with two pilot courses designed to give students a hands-on, contextually relevant approach to learning important skills for success in digital advertising.
The Advanced Programmatic for Direct Buyers and Sellers course will be taking place in Toronto this fall. Buyers and sellers are being tasked with operating in a marketplace that is increasingly turning to programmatic, and the necessary knowledge needed to be successful is constantly changing media landscape. This course is designed to provide practical tactics for managing programmatic advertising by teaching attendees the skills and processes used by both buyers and sellers.
Two Canadian companies stepped forward to help launch the IAB Canada advanced programmatic course. We are thrilled to partner with both Eyereturn and Index Exchange this fall to drive thought leadership with their in-depth knowledge of the landscape. “Both jumped in without hesitation recognizing the value of this type of training to bring the industry forward,” said Sonia Carreno, President of IAB Canada.
“As all advertising moves to programmatic, it is time for everyone in media to understand the intricacies of auto-magic buying and selling,” said Renee Hill, CEO Eyereturn. “Eyereturn is proud to be a part of IAB Canada’s move to fill a much needed gap in the Canadian media industry, by creating an informed educational series taught by global leaders”.
“We strongly believe that the more knowledge people have, the better the industry operates,” said Andrew Casale, CEO Index Exchange. “But it isn’t enough to just have the data — you have to know how to understand it before you can use it.”
In addition to the new programmatic curriculum, Comscore Canada has partnered with IAB Canada to launch “Data to Insights” as the second course added to the IAB Canada in-person roster of essential digital training. With a growing arsenal of data resources available to planners, sellers and marketers in the field, IAB Canada recognized a growing gap between the technical ability to generate reports and the ability to discern key insights for the fast paced strategic decision-making we face in today’s media environment. This course will include in-depth training from data providers coupled with thought leaders’ perspectives on analysis and implementation. Partners for this exciting new course include Comscore Canada, Visible Measures, Engagement Labs and Google. These three partners bring cutting edge metrics to the industry and are helping to shape the way we see data in this sector. “We are so excited to partner with these strong players in the data field and look forward to exposing students to the insights that can be gained from their data,”
“IAB Canada’s role is to stimulate the growth of the interactive advertising sector in Canada. A skilled workforce is essential to realize the amazing opportunities digital marketing has to offer,” said Carreno. “By providing on-the-ground training for the industry as well as students in post-secondary institutions, IAB Canada’s new education program will alleviate pressure from agencies, marketers and publishers in the coming months and years.”
Both courses will be piloted in Toronto this fall with plans to expand in 2016. These new courses will be part of a broader curriculum that IAB Canada will offer in 2016 that will lead to a full Canadian certification in digital media, marketing and sales.
About IAB Canada
The Interactive Advertising Bureau of Canada (IAB Canada) is the national voice and thought leader of the Canadian interactive marketing and advertising industry. We are the only trade association exclusively dedicated to the development and promotion of the digital marketing and advertising sector in Canada.
As a not-for-profit association, IAB Canada represents over 250 of Canada’s most well-known and respected advertisers, ad agencies, media companies, service providers, educational institutions and government associations. Our members represent a diverse range of stakeholders in the rapidly growing Canadian digital marketing and advertising sector, and include numerous small and medium sized enterprises.