Collective’s U.S. Sales Force Passes New Rigorous Industry Benchmark
NEW YORK – With sales professionals around the world signing up to take the “IAB Digital Media Sales Certification” exam in October, Collective, a leader in data-driven, multi-screen advertising solutions, has made a commitment to the Interactive Advertising Bureau (IAB) and digital industry-at-large ensure that all of its sales staff has taken the rigorous exam. This marks the first time a company has required that its entire sales force meet this new educational standard for digital media sales executives.
Before the first-ever round of the test back in June, Collective offered special training sessions for its sales staff in order to prepare them for the exam’s 100 questions, which cover general comprehension of the digital advertising ecosystem, selling digital media and analyzing campaign performance. As a result, 100 percent of Collective’s U.S. sales organization took the test and passed, joining the 80-plus other professionals who gained certification during the first wave of the test.
“We’re fiercely committed to having the strongest, most knowledgeable sales team,” said Jed Savage, Executive Vice President, Media Sales and Strategy, Collective. “As soon as I learned that IAB was creating a solid professional benchmark for digital media sales, I knew that my sales force would meet that challenge. The interactive landscape is too competitive – and too complex – not to make sure that your executives are fully equipped with the intricate knowledge base and skill sets they need in order to thrive.”
As Collective’s sales team grows, the company promises that new staffers will also be required to take the exam as well.
“When we created the ‘IAB Digital Media Sales Certification’ program, the goal was to raise the level of professionalism within industry,” said Michael Theodore, Vice President, Training and Education, IAB. “This participation by Collective affirms that our objective was on target. Moreover, it points to certification as being a critical emblem of career potential and superior capabilities in the field of digital media sales.”
To receive the certification, digital sales professionals must complete an examination, which will be administered through Pearson Testing Centers. Registration for the second round of certification exams is underway, with applications available at www.iab.net/certification. They are scheduled for October 1 to November 14 and will be held at Pearson’s Test Centers worldwide. This will be the last window to take the exam in 2012.
There is no formal coursework required for the “IAB Digital Media Sales Certification” examination, and the IAB website includes a sample test and study guide atwww.iab.net/certification/overview. Designed for salespeople with 2+ years of experience in the digital industry, it is recommended that candidates have a strong command of current industry issues, players, and operations, as well as a broad understanding of every major digital platform. The test costs $350 for IAB members and $450 for non-members.
About the IAB
The Interactive Advertising Bureau (IAB) is comprised of more than 500 leading media and technology companies that are responsible for selling 86% of online advertising in the United States. On behalf of its members, the IAB is dedicated to the growth of the interactive advertising marketplace, of interactive’s share of total marketing spend, and of its members’ share of total marketing spend. The IAB educates marketers, agencies, media companies and the wider business community about the value of interactive advertising. Working with its member companies, the IAB evaluates and recommends standards and practices and fields critical research on interactive advertising. Founded in 1996, the IAB is headquartered in New York City with a Public Policy office in Washington, D.C. For more information, please visit www.iab.net.
About Collective
Collective intelligently connects brand marketers to audiences with high impact experiences across display, video and mobile advertising. Our technology solutions include AMP®, our data and media management platform for publishers, and Ensemble™, our audience buying, creative optimization and analytics platform for advertisers. Headquartered in New York with offices in Atlanta, Boston, Chicago, Dallas, Detroit, Los Angeles, San Francisco, London and India, Collective has been recognized for its rapid growth on the Deloitte Technology Fast 500 and Inc. 500/5000 lists. Please visit www.collective.com.
