IAB Australia has launched its IAB Ad Effectiveness Fundamentals training program, designed to help brand marketers understand commonly used methodologies, as well as provide insight into emerging ad evaluation techniques, including neuroscience and the measurement of attention.
The online training program, which is free to attend, allows participants to complete the program at their own pace and then take an assessment to receive certification.
Developed by the IAB Australia Ad Effectiveness Council, as part of the IAB Australia Training and Development initiative, the training program distills considerable industry knowledge and best practice into an easy-to-digest format.
The program consists of six modules covering the principles of advertising effectiveness, how to prepare for measurement success, understanding experimental design, modeling and attribution of market composition, and an overview of emerging technologies.
According to Natalie Stanbury (main photo), Research Director of IAB Australia, the training will help marketers prepare for sustainable and successful measurement in the future.
“Advertisers’ measurement toolkits will soon need to be adapted to heightened consumer expectations for privacy and in response to the removal of third-party cookies. This will make it even more complex for marketers looking to back up their marketing strategy with data and evidence to demonstrate the value of their marketing investments. This training program will provide the essential foundation to improve the skills of anyone responsible for understanding and demonstrating the success of advertising campaigns.
The IAB’s Council on Advertising Effectiveness, established in 2017, provides advice to the industry on the best methods to assess the impact of marketing activities, as well as information and inspiration to help marketers optimize their investment in digital advertising. The council includes 25 representatives from a wide range of companies in the industry, including media owners, data agencies, media agencies, research companies, technology companies and advertisers.