When crafting a digital media campaign that addresses the unique goals and objectives of the advertiser, planners today are faced with more channels, research providers, targeting options and data signals than ever before. This course is designed to help media and marketing professionals navigate the often complex digital media planning and buying process.
Though a series of self-guided, interactive courses, learners be taught how to plan, execute, and monitor digital media campaigns to better meet client and stakeholder objectives.
LEARNING OUTCOMES
After successfully completing all modules and achieving a score of 80%+ on the final quiz, learners will receive an IAB Canada Digital Media Buying and Planning certificate of achievement.
WHO IS THIS COURSE FOR?
PROGRAM OVERVIEW
Section 1 – Collaborating on Campaign Briefs
Section 2 – Pre-Planning Research and Data Strategy Development
Section 3 – Media, Buying Method and Targeting Selection
Section 4 – Campaign Tracking and Tagging
Section 5 – Optimization and Reporting
Course Policies
All educational materials provided by IAB Canada are meant for the exclusive use of the individual attendee, and no portion of any of the educational materials provided by IAB Canada may be downloaded, 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).
Elite Sponsor
Corus delivered a first-to-market shoppable innovation in Canada that extends brand storytelling through a custom second-screen experience - NextScreen. Built to support Linear, Connected TV, and Web, the format enables audiences to shop, engage, or learn more directly from video creative, reducing friction and helping drive conversion at the moment of inspiration. By combining upper-funnel impact with direct response capability, NextScreen allows brands to connect attribution to specific creative executions, supported by enhanced analytics and creative-level reporting through its custom portal.
Dell’s programmatic campaign delivered measurable gains in ad recall (68%), consideration (53%), and customers action (2 in 5). Captivate’s programmatic guarantee capabilities highlights DOOH’s ability to deliver predictable and reportable results. Watch the video here.
Read the Case Study