Upstream Group, Inc.

You have years of experience selling traditional media:  now what you need is a deep dive into the principles and mechanics of online.   This course will help you grasp the digital basics and answer those “Lost in Translation” questions that plague the seller in transition.  Ad serving?  Digital impressions?  Cookies? Understanding these and other concepts will lay the foundation for you to maximize your Habitat experience.

Tired of the same old diet of RFPs and planning cycles? Think there might be more to life? In this
incisive, interactive class, we illustrate the concrete steps that sellers can take to become proactive,
strategic and infinitely more successful. If you want to see bigger clients earlier in the cycle, discuss
bigger ideas and create bigger budgets, this is an hour and a half well spent.

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.

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.

Today’s consumer has a holistic view of the media world, and marketers are increasingly responding with smart, cross-media solutions. It’s critical that today’s digital seller understand how to sell online deals that intelligently integrate with offline media.  Where are integrated decisions made?  What are the strategic drivers that guide the deal?  And what are the tactical best-practices that truly enable and empower the deal?

For years you’ve been selling with terms like “GRP” and “Composition.”  But how do these terms translate to the online world, if at all?  How can you solidly position online to those familiar with traditional media measurement? Online Measurement Overview helps you align your deep offline experience with the unique landscape of digital measurement and audience analysis.