Creating an Educational Video Site with the IAB

By Michael Cervieri in Features, Media, Software.

We’ve worked with the Interactive Advertising Bureau for a few years now. The IAB, of course, is an industry organization focusing on digital advertising. With member organizations responsible for selling approximately 86% of online advertising in the United States, part of their mission is to educate marketers and advertisers on all things digital.

That’s where we come in.

In Fall 2009 we began discussions with the IAB about how to create an online professional development portal for the advertising industry. After some thought and discussion, we decided that perhaps a “portal” was too expansive a vision in the short term, given cost and resources.

Instead, we’d start small and see what type of market feedback and demand there’d be for the video modules we’ve been producing that focus on different aspects of the digital advertising landscape. For example, measurement, video and mobile advertising, social media, ad verification and so on.

To that end we developed an e-commerce microsite to see what the market reaction is. The site will serve as the foundation for a fully functioning professional development portal that will allow individuals and organizations to buy single courses, multiple courses or year long subscriptions to all courses and, once logged in, participate in social media communities around each course and topic, take online tests and earn certification from the IAB.

The site is located over at our publication ScribeMedia.org, visitors can purchase access to a growing video library, watch the education modules and then use that time as credits towards the IAB’s Digital Marketing Certificate Program.

To date, we’ve filmed and produced about nine 3 hour courses. All are currently available on the site. We plan to produce about 12 - 15 more courses in 2010.

In terms of functionality, we’re focused on building a solution that marries digital content e-commerce (pay-per-view and subscription access to online and downloadable content) with social media and e-learning.

From the site:

The IAB is pleased to launch this new program that will enable professionals to take advantage of our training programs regardless of geography and at their own convenience. We have recorded each of our live seminars and edited these videos into 15-20 minute modules suitable for consumption on the web.

IAB Professional Development leverages the expertise of IAB members and staff to deliver cutting-edge training on the latest tools, techniques and best practices in interactive advertising. Each low-cost, high-output module delivers the skills you need to succeed in the rapidly changing digital landscape.

Modules are taught by leading practitioners from the across the interactive advertising spectrum. These include representatives from Nielsen, comScore and Microsoft among other organizations.

What We Did, What We’ll Do

• Created and launched an eCommerce enabled WordPress site at iab.ScribeMedia.org
• Filmed, edited and now are delivering on-demand video for Web, desktop and mobile playback
• Manage customer requests and feedback
• Plan and strategize a buildout a much larger educational community complete with dedicated instructor lead, subject-matter groups, e-learning modules and more

Michael Cervieri is a ScribeLabs co-founder, Executive Producer of ScribeMedia.Org and an Adjunct Professor at both the Columbia University Graduate School of Journalism and its School of International and Public Affairs. You can find him on Twitter at bmunch.

0 comments

Search