PROFESSIONAL CONVERSION PROGRAMME (PCP) FOR PROGRAMMATIC ADVERTISING PROFESSIONALS

SECOND FLIGHT LAUNCHED

ON 3RD MAY 2019

Participating companies:

 

 

Launching programmatic careers with on-the-job training at hiring companies:

  • Account Coordinator
  • Account Director
  • Account Manager
  • Associate
  • Marketing Manager
  • Media Activation Executive
  • Performance Executive
  • Performance Marketing Manager
  • Planner
  • Programmatic Campaign Specialist

DEVELOPING TALENTS AND CHALLENGING MINDS

MAY 2019

Niraj Nagpal, Director of Business Development, APAC, IPONWEB

 

David Hu, VP, Strategic Brand Marketing, Lazada Group

Associate Director, Cadreon

With all candidates in the early stages of their programmatic careers, the programme launched with intensive classroom learning.  Hearing from 23 speakers over the course of 2 weeks, candidates were provided a comprehensive overview of the marketing fundamentals, digital strategies and programmatic tools of the trade.

  • Understanding the evolving consumer journey and preparing for the shifts in media consumption habits.
  • Evolution of digital advertising and developing a digital strategy based on client objectives and challenges
  • Understanding the role of mobile in SEA.
  • Introduction to the programmatic ecosystem, models, metrics and tools.
  • Advice from senior practitioners on career development, managing stakeholders and setting priorities.
  • Trends, new ad formats, buying and selling methods and ad spend in the region.
  • Putting programmatic theory into practice with live team briefs to illustrate how theory translates into real life scenarios

THE EVOLUTION OF PROGRAMMATIC SUPPLY

JUNE 2019

Pierre-Yves RIOU, Assistant Vice President, Yield Management & Marketing, Mediacorp

Sunita Rajan, Senior Vice President, Advertising Sales, CNN

Paolo Lacuna, Strategy/B2B Marketing Lead SEA, Verizon Media

Field trip to Mediacorp

Returning to the programme for 2 days each month whilst in their full time programmatic roles, candidates met with various media owners in June for a deep dive into the sell-side world.

Visiting the studios and headquarters of Mediacorp, Verizon Media and CNN, industry practitioners provided insight into how Programmatic fits within a publisher’s strategy.

  • Pricing, selling and activation of programmatic ad inventory 
  • Integration of traditional and digital offerings
  • Supply management, media wastage and managing partnerships
  • The growth of premium content and private marketplaces

DATA IS THE NEW CURRENCY

JULY 2019

July featured an exciting field trip to the Facebook’s APAC headquarters where candidates learnt about the power of data and audience activation.

Candidates also had the opportunity to sit in for IAB SEA+India’s FYI session on Data Privacy, featuring a series of keynotes and panels on the impact of GDPR on the region, as well as the greater need to protect a user’s information and privacy.

  • Identifiers and data collection across devices
  • Audience segmentation, targeting and activation
  • Data management, privacy regulations and its impact on marketers

Nikhil Bhardwaj and Karmen Chong of Facebook

IAB SEA+India’s FYI session on Data Privacy

BEYOND THE CPM

AUGUST 2019

Sreeshna Sreekishan, Product Marketing Manager, Programmatic, InMobi

 Vivian Tan and Joseph Oh, Integral Ad Science

How do you measure and determine the success of a programmatic campaign? Apart from learning the intricacies of measurement and attribution across devices, candidates dived deeper into other metrics that have grown into increasing importance for advertisers. 

This month also featured a trip to Integral Ad Science’s cosy and inviting office where candidates heard first hand from the experts best practices on ensuring a brand safe environment for clients.

  • Measurement frameworks, cross device measurement and KPIs
  • Defining brand safety and ad quality
  • Types of fraud and tools to increase traffic quality 
  • Importance of trust and transparency across the ecosystem

CREATIVITY & DATA

SEPTEMBER 2019

Alex Sibois, Head of Agency and Channel Sales, APAC, LinkedIn

Phil Townend, Chief Commercial Officer, Asia Pacific, Unruly

Miranda Dimopoulos, Regional CEO, IAB SEA+India

This month, candidates learned fundamentals of the creative process and explored the power of creativity in a programmatic world dominated by data and numbers. They were introduced to a myriad of new rich media ad formats and learnt how data can be leveraged to optimize ad delivery.

A field trip to Unruly exposed candidates to emotional intelligence and the research behind understanding how a user may be impacted by brand messaging. This was followed by the highlight of the month – an intimate chat with our very own Regional CEO Miranda Dimopoulos and Regional Board Member Alex Sibois, who shared their journey building their ad tech careers and becoming leaders in a fast-paced, ever-changing industry .

  • Creative messaging
  • Data powered creativity
  • Rich media ad formats
  • Importance of premium inventory
  • Developing a programmatic career and adapting to change

PROFESSIONAL CONVERSION PROGRAMME (PCP)

for Programmatic Advertising Professionals

SECOND FLIGHT LAUNCHED ON 3RD MAY 2019

Participating Companies

Launching programmatic careers with on-the-job training at hiring companies:
  • Account Coordinator
  • Account Director
  • Account Manager
  • Associate
  • Marketing Manager
  • Media Activation Executive
  • Performance Executive
  • Performance Marketing Manager
  • Planner
  • Programmatic Campaign Specialist

DEVELOPING TALENTS AND CHALLENGING MINDS

MAY 2019

With all candidates in the early stages of their programmatic careers, the programme launched with intensive classroom learning.  Hearing from 23 speakers over the course of 2 weeks, candidates were provided a comprehensive overview of the marketing fundamentals, digital strategies and programmatic tools of the trade.

  • Understanding the evolving consumer journey and preparing for the shifts in media consumption habits.
  • Evolution of digital advertising and developing a digital strategy based on client objectives and challenges
  • Understanding the role of mobile in SEA.
  • Introduction to the programmatic ecosystem, models, metrics and tools.
  • Advice from senior practitioners on career development, managing stakeholders and setting priorities.
  • Trends, new ad formats, buying and selling methods and ad spend in the region.
  • Putting programmatic theory into practice with live team briefs to illustrate how theory translates into real life scenarios

THE EVOLUTION OF PROGRAMMATIC SUPPLY

JUNE 2019

Returning to the programme for 2 days each month whilst in their full time programmatic roles, candidates met with various media owners in June for a deep dive into the sell-side world.

Visiting the studios and headquarters of Mediacorp, Verizon Media and CNN, industry practitioners provided insight into how Programmatic fits within a publisher’s strategy.

  • Pricing, selling and activation of programmatic ad inventory
  • Integration of traditional and digital offerings
  • Supply management, media wastage and managing partnerships
  • The growth of premium content and private marketplaces

DATA IS THE NEW CURRENCY

JULY 2019

July featured an exciting field trip to the Facebook’s APAC headquarters where candidates learnt about the power of data and audience activation.

Candidates also had the opportunity to sit in for IAB SEA+India’s FYI session on Data Privacy, featuring a series of keynotes and panels on the impact of GDPR on the region, as well as the greater need to protect a user’s information and privacy.

  • Identifiers and data collection across devices
  • Audience segmentation, targeting and activation
  • Data management, privacy regulations and its impact on marketers

BEYOND THE CPM

AUGUST 2019

How do you measure and determine the success of a programmatic campaign? Apart from learning the intricacies of measurement and attribution across devices, candidates dived deeper into other metrics that have grown into increasing importance for advertisers. 

This month also featured a trip to Integral Ad Science’s cosy and inviting office where candidates heard first hand from the experts best practices on ensuring a brand safe environment for clients.

  • Measurement frameworks, cross device measurement and KPIs
  • Defining brand safety and ad quality
  • Types of fraud and tools to increase traffic quality 
  • Importance of trust and transparency across the ecosystem

CREATIVITY & DATA

SEPTEMBER 2019

This month, candidates learned fundamentals of the creative process and explored the power of creativity in a programmatic world dominated by data and numbers. They were introduced to a myriad of new rich media ad formats and learnt how data can be leveraged to optimize ad delivery.

A field trip to Unruly exposed candidates to emotional intelligence and the research behind understanding how a user may be impacted by brand messaging. This was followed by the highlight of the month – an intimate chat with our very own Regional CEO Miranda Dimopoulos and Regional Board Member Alex Sibois, who shared their journey building their ad tech careers and becoming leaders in a fast-paced, ever-changing industry .

  • Creative messaging
  • Data powered creativity
  • Rich media ad formats
  • Importance of premium inventory
  • Developing a programmatic career and adapting to change