This ad traffic training classroom supported public access training programmes. These have now moved to in-company courses so if your team are interested then ask us about the details for you and your team.
Try to include the title of the Academy Lesson that your question relates to (if there is one). Putting this at the start will help other participants find the topics they are interested in.
The classroom is open for one month following your Academy and materials will stay here as a reference point for you for a further year.
In our operations Academies we run small workshops to help you find solutions to key problems. It's a great way to bring you together and to make the training really specific to the challenge you face in your company today. On the most recent Academy we had an interesting ideas generation session about some of those challenges and as part of the discussion took notes about the key issues. Here you can download our summary. This PDF covers off five key topics and how collectively Academy participants have thought about solutions to the challenges. If you have extra comments then why not post them here?
Christopher Hogg has been working in online marketing since late 1999, starting as an pan European account manager for Engage Technologies - part of the CMGi group. Here he was charged with over a £1.5m in billings, including the largest European online agency of the day, Carat Interactive in Paris. Before the dotcom bubble burst he went to work at the BBC as an assistant producer in Radio Drama, and then returned to the online environment in 2003 as a Senior Account for outsourced advertising operations company Traffic-maid. 2004 saw him move back into the technology arena as Senior Account Director for Adtech AG. A german based ad server now owned by AOL. His accounts included Sky, RBI, Emap, National Magazines.
Neat and clean ad server administration is the key to efficiency, productivity and optimal campaign performance for every trafficker. It impacts every aspect of your day to day work; from inventory management, to trafficking, ad delivery and reporting.
Have a contingency; if one site is full can you use behavioural targeting to deliver the extra volume? Can run-of-site be used to deliver part of the volume?
Explore ways to extend the campaign duration, or upweighting the delivery rate within the ad server.
Look for how different creative executions could deliver greater response.
Consider further campaign optimisation techniques.
Are you having problems trying to set up new types of creative we haven't used before?
Don't be shy of calling; email isn't the only route!
Review your specs quarterly; are there some new things that should now be on them? Are there some common challenges your team all share?
Have a standard structure for copy-chasing emails; maybe 7 days and 2 days? Consider who has the control and responsibility for copy-chasing.
Elizabeth Townsend has been leading online advertising operations since 1999, first as a Ad Operations Executive at Yahoo! and now as a Head of Online Advertising Production at Financial Times where she manages the global online ads production team for the FT website. Elizabeth sits on our Academy Steering Board and we asked her for a few extra hints and tips to share for how to run ad operations.
Since 2000 Geisla Turner has been exploring online advertising operations and now runs the ad ops team at CNET Networks in London. Geisla sits on our Academy Steering Board and when she dropped by at our last Academy, we asked her for a few extra hints and tips to share for how to approach inventory forecasting.
. Remember that things are never 100%: you can't be perfect in forecasting, but you can be methodological and conservative. And always factor in that contingency so there's no danger you won't have the inventory that's been booked.
Designed for newcomers to the world of online ad trafficking, getting you up to speed with ad traffic processes and giving you a framework you can apply to future campaigns. This hands-on session for advertising operations teams teaches the basics of advertising trafficking and scheduling. It’s an orientation to the principles and theory, and a roadmap for applying them to your workflow. You’ll see how popular toolkits work them and get a clear picture of how trafficking fits into the bigger picture.
Danny Meadows-Klue provides an overview of guidelines and best practice, developed as part of the standards programme for IAB Europe. Download the slideshow summary of IAB Europe online ad standards, check out the standards on the website, and ask the team for more information.
Alongside our Digital Management Academy we run more than 40 other Academies to help marketers of all levels of experience get the most from the internet and the new marketing tools. Download Digital Training Academy prospectus that lists what we're running this term, and email Martin Kilinski (TheTeam@DigitalStrategyConsulting.com) with the sorts of topics you feel your team could benefit from more help with.
If you've logged on to this online learning centre then the chances are that you're thinking about joining our Digital Ad Trafficking Academy soon. I'd like to introduce myself: I'm Danny, and I'll be your trainer. It was back in 1994 that I got involved in Internet media and web marketing, and by 1996 I'd started helping other people - especially media sales guys - make the transition into digital media and digital marketing. Our team really enjoy working with you at Digital Advertising Traffic Academy programme.