Syllabus

Intro to Mastering Automated Advertising

Your big advertisers want to automate their advertising. The most powerful CEO, CRO or senior executive will not be successful managing their revenue streams without a thorough understanding of the automated advertising ecosystem. The most organized and time-disciplined manager will not be successful if she doesn’t understand the difference between server to server, header bidding and open RTB programmatic advertising, and how first-party, second-party and third-party data play into the bidding. Mastering Automated advertising will provide senior executives the knowledge and the tools to understand and master these new technologies. We will start by providing a jargon-free broad overview of the new technologies that are shaping the course of advertising revenue today!

Mastering Programmatic Advertising

The most common form of automated advertising is open-to-all real-time-bidding programmatic. It is far from simple and uninformed choices can cause undesired consequences such as bad user experiences, lengthy load times, and decreased CPM. This section covers the origins of programmatic and the reasons behind its popularity but also discusses the pitfalls that are common in implementation and the strategies managers should implement to maximize this important part of their revenue stack. We will also discuss current issues plaguing programmatic such as transparency, arbitrage, and ad fraud and discuss the pluses and minuses of popular programmatic advertising vendors.

Mastering Header Bidding

In the last few years, Header Bidding has been one of the hottest topics in automated advertising promising increased CPM’s, decreased load times, and easier implementation than traditional programmatic strategies. Many publishers have implemented this technology with great success but just as many have failed miserably. This section will provide a complete understanding of the Header Bidding environments including how to successfully implement this strategy and common mistakes and pitfalls. We will also discuss current issues plaguing header bidding including choosing the correct “wrapper” and how to choose the right advertisers for this strategy.

Mastering the Future of Automated Advertising

To be a successful executive you must anticipate the future. If you misjudge, resources could be wasted and revenue lost. Your future and your company’s future depends on successfully anticipating what is next. This section will provide a road map to the future covering such topics as bringing first-party data to the auction to add value, server to server integration, advanced analytics (eg.to better understand the value of programmatic transactions,) transparency, and brand to brand selling.

Intro to Mastering Media Sales

The most powerful persuader will not be successful without engaging with the right prospect at the right time. The most organized and time-disiplined sales executive will not be successful if she can’t persuade prospects to change their mind from, at best neutral – at worst negative, to positive and buying. Mastering Media will give your sales people and sales managers the tools to see what they are good at, and where they can improve in the three areas of sales skills: Planning and Prospecting, Presentation-Persuasion, and Inter-personal Interactions: opening, probing, handling objections, negotiating and closing. This session will set the stage for how these skills work together to make your team Media Sales Masters.

Master Results by Mastering your Day

Sales starts with achieving meaningful contact with a decision maker; getting to the right place at the right time with the right information is a pre-requisite to making a sale. Whether your “right place” is in person or on the phone, whether it’s with a store owner over their counter, or in a conference room with a group, Mastering your Day will give you the tools and the technics to put you in the game. This session will focus on time & territory management, as well as appointment getting skills.

Mastermind your Persuasion

The essence of sales is to catalyze customers to change their behavior. If they are already buying from us, we seek to sell them more; if they aren’t buying we wish them to move money to our property. Change is hard, but Sales Masters make it happen every day. This session will give you a clear formula that works for every media form and every selling situation. Whether your persuasion takes place in a booth at a tradeshow, in a web-meeting, office or conference room, in a single meeting or over the course of several meetings, the Media Masters presentation structure will put you on the path to winning more and more business.

Master the Conversation

Who is in charge of your sales conversations? Do buyers dictate what they want to hear, making it hard to sell your media’s uniqueness? Media Masters control the conversation in a simple way with an outline you’ll learn here. Media Masters’ sales conversations always have roughly the same outline; adapted to fit your personality and your client and their situation. We’ll show you how to master the meeting controlling the conversation while giving your prospective customer a voice to tell you what you need to know to make the sale.

Introduction to RTB and Programmatic Advertising

The big picture of how programmatic advertising uses data for greater targeting. Add value to your inventory with first party data, tap the flow of real-time bidding advertising revenue, sell your advertisers a complete solution that reaches beyond your property. Jargon de-coded.

What Advertisers Want — You Can Deliver

How to configure your strategy among private exchange and open RTB exchange strategies. Simplify your strategy to the achievable. Registration, database building, targeting, retargeting, real-time-bidding platforms.

How Programmatic Ad-Sales Changes the Sales Process

What are the new sales skills for the programmatic advertising sales person? Advertising sales is more like being an advertising agency today than ever. In the past, sales talked the language of their medium, and their property, relating how their audience fit with the market of the prospect. Today, the challenge is how to help the client define their marketing needs in a way your property and offerings can solve. Leave the prospect and their agency to define their needs, and it won’t include you.

Programmatic Problem-solving Round-table

Your questions answered.