IAB Australia, the trade association for online advertising, has expanded its industry education series with the launch of new foundational industry training programs, including modules on Understanding Digital Ad Fraud and Data to be introduced later this year.
“The first two modules, Foundations of Digital Audio Buying and Foundations of Programmatic DOOH Buying are available now, free of charge to all in the industry,” said IAB Australia. “Two Retail Media modules will launch next month, with modules focused on Understanding Digital Ad Fraud and Data to be released later in the year.
“Developed by industry leaders across IAB councils and working groups which include media owners, agencies, and ad tech organisations, the modules are suitable for people who are looking for a well-rounded foundational understanding of different digital advertising formats and subjects.
“The Foundations of Programmatic DOOH Buying module will include know-how on trading methods, audience targeting, measurement, brand impact and a wide range of local case studies. The Foundations of Digital Audio module will provide information and examples on a range of topics including understanding various platforms, crafting compelling creatives and leveraging measurement techniques. As well as an audio-visual experience, The Foundations of Digital Audio learning content can also fittingly be consumed in a podcast format that has been produced by the audio creative experts at Eardrum."
Gai Le Roy, CEO of IAB Australia said: “The IAB continues to invest significant resources to improve the knowledge, confidence and skills within the media and marketing industry. We are thrilled that more than 1000 learners have already completed IAB Australia e-learning programs over the last four years. Our educational resources are developed by a wide range of industry experts providing much needed agnostic and independent programs.”
Ben Allman, IAB Australia DOOH Working Group chair: “Over the last few years the DOOH Working Group has developed a range of resources on data driven DOOH buying for the Australian market. Now that programmatic DOOH investment is on the rise and expected to increase significantly over the next 12 months it is the perfect time to roll out an industry driven foundational training program developed specifically for the local industry.”
Students can undertake the programs in their own time and will be guided through the content and undertake a short exam to test their knowledge allowing them to add a new credential to their resume. Those who complete these free foundation programs are encouraged to challenge themselves further by completing the first co-design industry and academia micro-credential courses which were launched in October 2022.
Michael Wretham-Brown, Head of Transformation at Match & Wood added: “With a raft of practitioners getting involved with programmatic OOH, and experiences ranging from client side through to programmatic and investment teams, there is a clear need for unified training. These modules will allow the industry to upskill, understand the role that DOOH can play within the communications ecosystem, and learn how to get the best out of this powerful channel.”
All IAB e-learning programs can be viewed here.
