Committees | Events & Webinars | Real-Time Advertising Academy for Procurement Professionals | ANA

Real-Time Advertising Academy for Procurement Professionals

This event is over.


Real-Time Advertising Academy for Procurement Professionals


The ANA is partnering with Quantcast to offer ANA members a complimentary digital advertising boot camp on Monday, September 19, 2016. The Real-Time Advertising Academy for Procurement Professionals is an in-person workshop that demystifies the programmatic landscape. Attendees will learn how to plan for the constantly changing field and how to leverage cutting-edge information on the use of data, technology, and measurement to execute successful marketing campaigns.


The Real-time Advertising Academy for Procurement Professionals will help attendees to:
• Learn the ins and outs of the programmatic ecosystem to feel more equipped in speaking confidently and intelligently about the space.
• Discover the opportunities and challenges of programmatic/real time bidding, and how the quality and use of data will yield a more positive ROI of media dollars.
• Apply this knowledge and walk away with a set of the right questions to be asking vendors and your internal teams.


Workshop Benefits:
• Attendees will gain an understanding of the essential digital advertising jargon and the key channels and principles behind real time advertising.
• Better understand the ad tech space through real life examples, case studies, and best practices.
• Gain an understanding of how digital ads are delivered and tracked, plus how digital media is bought and sold; thus walking away with a better understanding of how to "follow the dollar," in the digital media world.
• Realize the impact of real time advertising and the key players in the space.
• Know how digital advertising measurement is different and allows for a more trackable way of measuring ROI.


NETWORKING LUNCH (1:00 – 1:45PM)
INTRODUCTIONS (1:45 – 2:00PM)


I. CHALLENGES AND OPPORTUNITIES OF PROGRAMMATIC VS. TRADITIONAL (2:00 - 2:20PM)
• How traditional online advertising works
• The evolution of digital advertising to programmatic
• The difficulties brand and direct-response marketers face in this environment
• The scalability and precision of Real Time Bidding (RTB)
• How the exchange and bidding process works


II. DEMYSTIFYING THE PROGRAMMATIC ECOSYSTEM (2:20 - 2:45PM)
• Learn the ins and outs of RTB technologies and how that differs from programmatic on the whole.
• Explore how value is derived at each step of the auction process, for both suppliers and buyers of RTB.
• Discover how the process has become more effective and efficient.


III. PROGRAMMATIC HEALTH CHECK (2:45 - 3:10PM)
• Attendees complete 9-12 question survey individually to determine how prepared they are to bring programmatic to their teams and/or take it in-house.
• Participants receive a "health score" based on their responses and discuss their results with surrounding attendees.


IV. PLANNING A PROGRAMMATIC CAMPAIGN (3:10 - 3:20PM)
• Case studies: applications of 1st-, 2nd- and 3rd-party data and benefits of each (e.g. credit cards and airliners are great 2nd party data partners).
• Best practices: how to evaluate and know the difference between data types and vendors in the marketplace.


V. UNCOVERING HOW ATTRIBUTION OPTIMIZES PROGRAMMATIC EFFORTS (3:20 - 3:40PM)
• Case studies: What does attribution look like in a real life environment?
• How does this mirror what happens online?
• What are the pros and cons of various strategies?


BREAK (3:40 - 3:50PM)


VI. UNDERSTANDING THE VALUE CHAIN (3:50 - 4:30PM)
• Learn about the programmatic supply chain including pricing models and cost perspectives.
• Considerations for brand safety: defining it and brand safety vendor checklist.
• Measuring ROI: ROI checklist, how to define and determine the correct goals for the brand vs direct response.


VII. THE FUTURE OF PROGRAMMATIC AND Q & A (4:30 - 5:00PM)
• Where is the future of programmatic going and what to look out for in next months and years.


Instructors:

Tom Sinram
Senior Trainer
Quantcast

Tom Sinram is a Senior Trainer at Quantcast where his main role is to lead ongoing cross-functional trainings, facilitate product trainings for Customer Teams, build the training curriculum and lead training sessions, such as the Real-Time Advertising Academy (RTAA). Prior to Quantcast, Tom worked in many different facets of the media industry including positions at FX Networks, Turner Broadcasting, inPowered (a start-up Native Advertising company) and Publisher Direct/Private Marketplace Sales at PC Mag Digital Group. Tom then discovered the powers of big data and transitioned into the programmatic realm at Quantcast. Tom received his bachelor's degree from Ohio University, where he studied business.


Kenny Fung
Senior Manager, Business Analytics
Quantcast

Kenny Fung is a Senior Manager on the Quantcast Business Analytics team. His primary role is to drive improvement and efficiency around internal business operations. This includes producing accurate data, revisions to existing process workflows, as well as insightful analysis to inform strategic decision making. Prior to Quantcast, Kenny spent multiple years in strategy and economic consulting roles at multiple firms. He was most recently at The Parthenon Group, a consultancy committed to bringing unconventional yet pragmatic thinking together with their clients' smarts to deliver actionable strategies for real impact. He has worked across a variety of industries and had his first exposure to ad tech in this capacity. Kenny is a graduate of the MIT Sloan School of Management, with a Master's in Business Administration and UC Berkeley, with a BS in Business Administration and BA in Legal Studies.


About Quantcast
Quantcast processes real-time data at the intersection of commerce and culture, providing useful, actionable insights for brands and publishers. Quantcast also specializes in global education of how to speak confidently and intelligently about Programmatic advertising through their Real Time Advertising Academy.