A key industry issue raised at last year’s IAB summit session on Cross-Platform Planning was the fundamental lack of digital video knowledge among cross-media planners, buyers, and creative teams. A limited understanding means planners and buyers are not fully equipped to take advantage of the dynamic capabilities of digital video. With 56% of U.S. Adults now owning a Streaming Enabled TV (a 56% rise from 2015)*, this skill set is more crucial than ever.
To address this knowledge gap, IAB developed a curriculum to help TV planners, highlighting the unique factors and considerations involved in cross-platform planning and buying. The IAB’s new Cross-Platform Video Training was developed in partnership with a core working group of planners and buyers from across leading agencies such as: Initiative, Mediabrands North America, Carat, ZenithOptimedia Group and BPN Worldwide.
The curriculum focuses specifically on digital video and advanced TV ecosystems; audience-based planning strategies (including addressability and audience data sources); programmatic video buying; digital video creative considerations; video ad serving and trafficking best practices; as well as managing and reporting on video ad campaign success and optimization considerations.
The curriculum has been specifically designed for professionals with at least 1 – 2 years of traditional TV planning/buying experience. Both planners and buyers can benefit from attending this class and actively engaging in the complete process of designing campaigns and achieving video advertising success.
Please join us for this 1-day, in-person training.
*Source: https://www.iab.com/insights/2017changingtvexperience/
