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Advertising & Sponsorship Sales Track

Beyond the Banner

When Leslie Laredo, founder of the Academy of Digital Media, presented her “Essentials of Digital Media” at last year’s Summit, she hit a home run and left her ad sales audience wanting more.  So, Leslie is back with Moving Beyond the Banner at this year’s Summit.

The phrase “beyond the banner” is an acknowledgement that significant revenue opportunities exist by looking at non-standard IAB ad units - native ads, branded content, licensing, content marketing, events, research and other revenue options. Publishers need to develop sales programs that use audience insights and package their media assets, designed to meet the needs of different client objectives and drive exceptional results.

Leslie will help your sales team to fully understand everything they have at their disposal to sell; how to package, price and present those multiple assets; how to integrate and strategically align all ad options into programs that achieve measureable results; and how to make sure your value proposition is front and center when presenting to buyers.

10:10 – 11:10 am

Session 1:  Bring ALL Your Ad Options to the Table

Publishers need to develop ad programs that respect the user experience, help advertisers meet their objectives and adhere to industry best practices. This session will provide guidance, not just for evaluating banner ad placement, but for incorporating non-standard assets, understanding what impacts pricing and identifying roles and responsibilities to manage ad product development.

11:20 am – 12:20 pm

Session 2:  Ad Product Packaging for Successful Sales

With new ad programs and assets, this session will review how to package ad media assets and create robust sponsorships. 

1:40 pm – 2:40 pm

Session 3:  Multi-Platform, Results Focused Selling Strategies

This session will review how to develop integrated programs that build on the synergies of print and digital channels.  The focus is how integrated programs improve overall campaign results and what metrics to use to demonstrate these results. 

2:50 – 3:50 pm

Session 4:  Selling Your Total Audience Value Proposition

This session will highlight new ways to describe and sell the value of your online audience.  Online media is evaluated and bought differently, therefore media kits and proposals need to show more than rate cards, spec sheets and editorial calendars. 

The standard fee for this training program is $699.  At $399 for MMPA members ($499 for non-members), you'll save hundreds of dollars per person by attending this all-day session.

About Leslie Laredo

Leslie Laredo is a pioneer in the digital and interactive media industry and has been instrumental in dramatically improving the knowledge and skills of media professionals on how to sell and buy audiences and content across the digital media ecosystem.  In the last 20 years, Leslie has trained multi-brand media publishers, ad tech companies, ad agencies and brand marketers and she has consulted with a range of organizations from start-ups to Fortune 500 companies.

Her training and consulting services have been used and valued by C-level executives, vice presidents, sales and account managers, and media buyers and planners. She has worked with media sales executives with local, niche, national, B2B and international audiences, with accounts spanning many industries including technology, automotive, travel, financial, pharmaceutical and healthcare. Leslie’s students complete her courses with increased confidence, sharpened skills and the knowledge proficiency that is needed to be effective at digital media selling and maximizing revenues.

A hallmark of Leslie’s insights for training media sellers is her work with agencies and marketers of all sizes.  Understanding the buying process and media strategies is critical for successful digital sales as well as performing at the highest levels.

Leslie is founder of the Academy of Digital Media, a Laredo Group company.  She holds a Bachelor’s of Science degree in Environmental Science from Cornell University, and studied internationally in Sweden. She splits her time between Florida and New York City.