Digital Media Buying and Planning

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The Digital Media Buying and Planning course will deepen your working knowledge of digital buying and planning. Throughout the day we will review the entire media buying and planning process from start to finish with group discussions throughout.

This course is also a great preparation for the Digital Buyer and Planner Certification exam!

Learning Outcomes

  • How to analyze and collaborate on client briefs
  • Strategies behind developing effective media plans and strategies
  • Which research tools and tactics you can leverage
  • How to execute and manage digital campaigns

Instructor

Eleanor Bothwell, Director, Digital Media Systems at Media Experts

Who Should Attend?

This course is designed for digital media buyers, planners, marketers and strategists who have 0-2 years of experience, for those transitioning to digital media buying and planning from traditional planning, sales or for those who are preparing to sit for the DBPC certification exam.

Dates and Locations

CityDateTimeLanguageVenue
TorontoMay 28, 202010:00 am – 5:00 pmEnglishRemote Only
TorontoSep 15, 202010:00 am – 5:00 pmEnglishIAB Canada Office

If you have any questions about participating remotely or if you have a question about the course, please contact us at courses@iabcanada.com.

Note:

  • Course includes a break for the provided lunch.
  • Course end times may vary

Curriculum

1.0 - Collaborating on Campaign Briefs

  1. 1.1: Establish Plan Parameters
  2. 1.2: Develop Media Objectives
  3. 1.3: Establish Buying Guidelines
  4. 1.4: Establish Available Assets
  5. 1.5: Construct Planning Timeline

2.0 - Creating Media Strategies

  1. 2.1: Conducting Campaign Research Activities
  2. 2.2: Defining the Media Mix
  3. 2.3: Collaborate with Creative Agencies
  4. 2.4: Designing the Data and Measurement Plan
  5. 2.5: Develop Strategic Recommendation for Brand

3.0 - Developing Digital Media Plans

  1. 3.1: Manage RFP Process
  2. 3.2: Evaluate and Negotiate Media Proposals
  3. 3.3: Forecast Media Returns
  4. 3.4: Finalize Media Plan

4.0 - Executing Campaigns

  1. 4.1: Negotiate Vendor Terms and Conditions
  2. 4.2: Manage IO Process
  3. 4.3: Kick-Off Campaign
  4. 4.4: Manage Trafficking and Tagging Process
  5. 4.5: Manage Reporting Process

5.0 - Managing Campaigns

  1. 5.1: Analyze and Optimize Creative
  2. 5.2: Troubleshoot Campaign
  3. 5.3: Manage Flowchart Process
  4. 5.4: Managing Digital Media Finances

6.0 - Educating Stakeholders

  1. 6.1: Creating Ad Hoc Reporting
  2. 6.2: Construct Industry POVs

Testimonials

  • Great instructor -Thanks!  – Alexei Abramov, Portfolio Manager, World Vision Canada
  • Eleanor was great. Knowledgeable and kept it interesting. Her humour helped keep us focused!  –Anonymous

Course Policies

Cancellation

If an attendee cancels his or her registration more than 14 days before the date of the seminar, the amount paid for the cancelled registration will be refunded in full. Registrations cancelled within 14 days of the seminar date will NOT be refunded.

NOTE: Only 2 cancellations or registrant substitutions are allowed per company, per course. A charge of $100 will apply to each additional cancellation or registrant substitution.

In the event that IAB Canada needs to cancel any seminar(s), a full refund or an opportunity to attend an equivalent future seminar(s), at the option of the attendee, will be provided by IAB Canada. However, IAB Canada shall not be responsible for, or offer any monetary compensation for, any expenses incurred by the registrant or attendee (including, but not limited to, non-refundable airline tickets, hotel fees or change fees) due to such a cancellation.

Transfers

Please provide 48 hours notice before the course if you wish to transfer to the next session or transfer to a different course. Requests made less than 48 hours notice will not be accommodated.

Payment

Your email confirmation represents receipt of payment and confirmation for your seat(s) for the course, workshop or seminar(s). You are not confirmed until payment in full is received by IAB Canada, and a confirmation email is sent to you.

Copyright

All printed materials provided by IAB Canada are meant for the exclusive use of the individual attendee, and no portion of any of the printed materials provided by IAB Canada may be scanned, copied, reproduced or in any other way distributed or made available for use by anyone but the original individual registrant or attendee at the session(s).