Media Sales

IAB’s Digital Media Sales Certification recognized in Canada

IAB Canada fully recognizes IAB’s (US) Digital Media Sales Certification (DMSC) for Canadian digital media sellers, and announces the launch of a preparatory course for Canadians. After having thoroughly reviewed the American certification process, topics covered and undergone the examination process, we conclude it matches almost identically the Canadian digital media sales process (read on for details).

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How to increase value to the ad impression

Last February I attended IAB’s Annual Leadership Meeting in Miami. One of the speakers that held my attention the most was Dr.Magid Abraham, President, CEO and co-founder of comScore. His presentation focused on the how CPMs have never gone up since online advertising began and that with our current model (note the recent talk by many on the death of the page view: AdAge, Mitch Joel and Doug Weaver to name but 3) it is impossible to increase the value of the ad impression as we know it.

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Ad revenue forecasting – Traffic forecasting explained

For this exercise, I’ve taken numbers from one website I used to manage as an example. You’ll see I’ve filled in on the horizontal months. They actually start at December 2005, but for the sake of clarity I’ve only shown here 2009 through to the end of 2014. In other words I’ve taken the last three years’ worth of data for forecast the next 2. Ideally, you should try to go as far back as you possibly can, even if it’s only one month here and there – it’ll give you more background on which to rely.

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So you want better ad revenue forecasting?

This is quite possibly the least exact science there is: ad revenue forecasting. Every publisher goes through this exercise on an annual basis. Budget period comes around at different times for different companies. Most media operators either operate on a calendar year (January to December) or a broadcast year (September to August) but there are some differences. In most cases, budgets have to be proposed 4 months out and finalised a good month or 2 before the start of the new fiscal year.

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