Building a Career in Digital Advertising and Media

Building a Career in
Digital Advertising
and Media
How to Be a Student
of Your Business
Leslie Laredo
Copyright © 2018 Academy of Digital Media www.academyofdigitalmedia.com
A L a r e d o G r o u p C o m p a n y

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
 Be a Student of the Business

How Advertising Works – Digital Advertising Complexity
Right
Message
Right People
Demographics, Interests
Professionals by Title,
Industry Segments,
Company Type, Region
Messaging and
Call-to-Action
Reflects Campaign
Objectives
Geography, Proximity,
Timing to Align with
Relevant Locations,
Content and Events
When & Where
Right Time, Place/
Placement, Context
Advertisers
Define Marketing
Strategies,
Translate to
Campaign Objectives
Creative
Development
Creative Formats
for Each Channel,
Placement
Measurement
and Attribution
Measure Touchpoints
and Combination of
Media Channels Ad Serving,
Ad Delivery
Production,
Trafficking
Device, OS, Screen Size,
Placements
Determine/Evaluate
Media Channels
Digital/Mobile, Email,
Live/Virtual Events, Offline

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
 Affiliate Marketing

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
 Thought Leadership and Influentials

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
necessary

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
multi-task

 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: Our Top 100 Leaders in Media, Marketing and Tech
https://goo.gl/vfRQpB
www.adacemydmtools.com

Staying Informed
Topic: Read:
Local Media NetNewsCheck, American Press Institute, Local Media Insider
B2B Chief Marketer, MarketingProfs
Magazine/Print Media Folio, AdWeek, AdAge, Digital Content Next
Broadcast Media Cynopsis, eConsultancy, Adweek Lost Remote
Radio Radio Ink, Rainnews.com, FMQB (Friday Morning Quarterback)
Mobile MobileMarketer, MMA Global, Smartbrief, MobileMarketingWatch, MobileMarketingMagazine
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, The MakeGood
Digital Media/Marketing,
eCommerce
Digiday, MediaShift (PBS.org), MediaPost, ClickZ, Marketing Charts, IAB Smartbrief, Business Insider (BI),
PR News, Marketingland, eCommerceTimes, InternetRetailer
Other, Blogs MediaBizBloggers, ReadWrite, Shelly Palmer, ZDNet Today, NYTimes Tech section, HuffPo, BusinessWeek,
Economist, Forbes, Wired, Mashable, Reddit, TechCrunch, Gizmodo, Next Draft

 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”

 “Street Smart”
 Blog
 Curate information
 Volunteer
 Ask a lot of questions (Quora)
 Best Advice: Learn and Show What You Know
 Read: Business Insider - A woman created a stunning résumé to land her dream
tech job - it got her immediate interviews with Airbnb, Uber, and LinkedIn
(http://read.bi/1YrMSSs)

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
 Principles of Programmatic

Academy of Digital Media Resources
 Like Academy of Digital Media Facebook Page
 Facebook.com/academydm
 Follow on Twitter
 @leslielaredo
 @academy_dm
 Follow on Pinterest
 @leslielaredo
 @academydm
 LinkedIn
 bit.ly/linkedin_academydm

 Media Glossary
 1,000+ Internet media & digital marketing terms defined for display, search,
email, mobile, video, and social media
 Download updates at www.academydmtools.com

 Media Calculator
 Download XLS from www.academydmtools.com
 Smartphone App in iTunes & Google Play stores

Building a Career in Digital Advertising and Media

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