Upstream Group, Inc.

For those just starting their digital advertising journey, this course will teach you all the basics you need to know. If you think an ad server might be someone who brings cocktails at the holiday party, or you’re a little fuzzy on what the heck an ‘impression’ is, or what is really in a cookie, this course will provide you with the fundamentals you need to maximize your Habitat experience.

Learn the ins and outs of the digital agency planning process and learn where, when and how a seller can compete more effectively for a spot on the plan and a greater share of the budget.  What tools and systems matter to the agency planning team when determining who is on the plan? Be confident that you won’t miss an opportunity to make the plan or – equally important – that you won’t spin your wheels on campaigns where you haven’t got a legitimate shot.

To the web sales director, the relationship with Search is a complicated one.  It’s at the same time both a source of extra revenue and site traffic and a competitor for top line marketing dollars.  But for the web ad seller, the marketer — and every web user in the world — Search is a daily fact of life.  If you think of Search as that white box on the page where you type in a keyword, think again.  Understanding its power, its strategic value – and its limitations – is critical to successfully positioning display and video options.  This course will deliver a thought provoking and comprehensive overview of how Search and Display complement each other.

The term “Rich Media” is fast acquiring the redundancy of “Color TV” as new creative forms, video and portable content all splash across the broadband palate. It’s increasingly critical for the seller to understand not just the current capabilities of the online ad unit, but where the marketplace is going:  which innovations are trends and which are fads, and where the deeper fault lines of consumer acceptance and behavior will lead the industry.

As a new digital seller you want to learn the practical tips and tricks that will help you be more efficient and effective right out of the gate.  This class distills the collective insights and wisdom of sales leadership -- concepts that have inspired, motivated and empowered digital sales teams across the years –into a simple top 20. Sharpen your pencil!

Many digital and integrated agencies tout themselves as incubators and facilitators of great ideas. But how do ideation and strategy really work within the agency and how can digital sales reps field great ideas and sponsorships and actually see them happen? Who are the people in the agency ecosystem who can champion your concept and where are the blind alleys you want to avoid? Strategy and the Agency will walk you through the strategic hierarchy of the agency and help you navigate the many tar pits where great ideas often meet their end.