Building a Career in
Digital Advertising
and Media
How to Be a Student
of Your Business
Leslie Laredo
Career Success in Digital Advertising, Media, Marketing
Master the Complexity
Data driven
Technology “bits and pieces” add up to fast and monumental transformation
Dynamics of the Digital Advertising Culture
Constant change, move fast
Hands on environment, collaboration
Acculturation or replacement of “Mad Men” advertising with science and data
Choices
Generalist
Specialist
Complexity in Digital Advertising
Right
People
Audience Data & ContentRight
Message
Optimized for “Journey”Right Time/
Place
“Always On” ConnectivityDevices/
Cross-Screen
Right Combination of Platforms & DevicesAttribution and
Measurement
Paid+Owned+ Earned MediaCreative Formats/
Brand Content
Optimized for Device, Delivery and Performance Automated Ad Buying and DeliveryAdvertisers
Cultural Aspects
Entrepreneurial Approach
Risk-Taking and Innovation
Jump in and do it
Connect and Collaborate
Wear Many Hats
Look For and Provide Insights
“Hacking” Culture
Intellectually challenge and creatively overcoming or circumventing limitations and
assumptions
Exploring what is possible
Do something meaningful and exciting “Break the rules”
Choices
Strengths
Strategy vs. Tactical (why vs. how)
Generalists
Mile wide – inch deep
Strategic aspects
Holistic perspectives
Specialist
Mile deep – inch wide
Tactical aspects
Hands-on
Digital Ad Opportunities
Digital Media Buying, selling
Strategy, account management Ad operations, programmatic Email Marketing, CRM
Mobile Marketing
Search Engine Marketing
Social Media Marketing/Advertising Analytics, Research
Content Marketing Creative
eCommerce
Be a Student of Your Business
Know All Advertising Platforms
Desktop, mobile, social platforms
Identify Content and Advertising Types
Paid – Owned – Earned
Ad types, native ads, brand journalism
Industry Trends, Challenges
Trends in mobile, video, programmatic
Challenges with viewability, ad blockers, HTML5
What Companies Expect
Digital Campaign Specialist
Strong understanding of industry trends in digital analytics and optimization related to search,
email, and display advertising mediums
Must be detail oriented with a desire to learn and grow in the interactive media discipline
Programmatic Account Manager
Self-starter that thrives in a role requiring independent thinking
Ability to multitask in a fast paced and challenging working environment Data driven and analytical
Ad Operations Specialist
Energetic self-starter with a positive “can-do” attitude
Strong technical, problem solving and creative-thinking skills
Excellent communication skills and ability to multi-task, pivot, and change focus when
What Companies Expect
Sales Development Executive
Creative and strategic thinker with experience in building strategic, long-term partnerships
with marketers from fortune 1000 companies
Detail oriented with strong time management skills
Digital Media Planner
Strong leadership and organizational skills
Comprehensive knowledge and experience working in traditional media Strong written and verbal communication skills including public speaking Analytical thinker with strong problem solving capabilities
Account Executive
Creative, independent problem solver
Flexible, startup mindset with proven success in fast-paced environments with ability to
Be a Student of Your Business
Stay Informed, Read….
Digiday, AdExchanger, MediaPost, Marketingland Thought leadership papers, research
Books (see Academy of Digital Media recommended book list)
Follow (Twitter, LinkedIn)
Follow ad tech, media, research companies, their leaders
and other influentials
Dozens of people to follow, start here:
Mary Meeker, Kleiner, Perkins, Caulfield and Byers
Internet Trends 2015 and 2014 (“Re-imagination”)
Terence Kawaja, CEO, LUMA Partners Susan Wojcicki, CEO, YouTube
Laura Desmond, CEO, Starcom MediaVest Group
Adweek’s Power List: The 100 Most Influential Leaders in Marketing, Media and Tech
http://bit.ly/1OIH5DY
Staying Informed
Topic: Read:
Local Media NetNewsCheck, American Press Institute, Local Media Insider
B2B Chief Marketer, MarketingProfs, Chief Marketer
Magazine/Print Media min, Folio, AdWeek, AdAge, Digital Content Next
Broadcast Media Cynopsis, eConsultancy, Lost Remote
Radio Radio Ink, Rainnews.com, FMQB (Friday Morning Quarterback)
Mobile MobileMarketer, MMA Global, Smartbrief, MobileMarketingWatch, MoibleMarketingMagazine
Search Searchengineland, SearchEngine Watch
Research eMarketer, BizReport, MarketingCharts, WARC
Ad Tech, Data Ad Exchanger, AdMonsters
Social SmartBrief on Social Media, Social Media Today, Social Media Examiner
Agency Adweek, AdAge, Mediapost MAD, ClickZ Experts, MakeGood
Digital Media/Marketing,
Be a Student of Your Business
Participate
Join LinkedIn Groups
Attend conferences, trade association events, meet-ups, webinars
Set-Up Google Alerts
Slideshare Presentations
YouTube “How To’s”
Homework Assignment
Review IAB Guidelines, Best Practices
Dissect/understand the “Lumascapes”
Be a Student of Your Business
“Street Smart”
Blog
Curate information
Volunteer
Ask a lot of questions (Quora)
Best Advice: Learn and Show What You Know
Read: A woman created a stunning résumé to land her dream tech job —
it got her immediate interviews with Airbnb, Uber, and LinkedIn
Academy of Digital Media Courses
In-Person Seminars
Essential of Digital Media Principles of Programmatic Customized Versions/Topics
On-Demand Webinars
Fundamentals of Interactive Advertising
and Digital Media
Essential of Digital Media
Understanding and Using Media Math Mastering Measurement
