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).
What you missed this week: lost a sale?, Midroll ads have more consumer appeal, 6 QR code campaigns that worked…
Sam’s weekly round up of blog posts
Last week I wrote of how we can begin to increase the value of online ads by creating scarcity. The only way at this time to introduce scarcity is for advertisers to require campaigns be audited and their ad impressions validated or verified. I explained how comScore defines validated ad impressions.
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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.
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.
What you missed this week: behavioral targeting, video content drives traffic, sales automation benefits,
Sam’s weekly roundup of posts
This forecast method is better than others for a number of reasons outlined at the end of this post. But rather than jump ahead to the answer, see next what level of granularity of data you’ll need to build your forecasting tool internally and try to figure out why this method could be better than others.
This time around we’ll look at the various methods out there to forecast advertising revenue for a website and why they aren’t so accurate.