IAB Spain organizes a course on new advertising environments from online video to 'Addressable TV'

The course, which will take place for a month starting February 28, will show an overview of the evolution and development of media and audiovisual content under a hybrid prism.

IAB Spain, the association of advertising, marketing and digital communication in Spain, organizes from February 28 to March 28 a course on new advertising environments from online video to 'Addressable TV'.

The course will show an overview of the evolution and development of media and audiovisual content under a hybrid prism. How YouTube, traditional television and social networks have come to meet and what have been the consequences of that meeting from the point of view of content and advertising. The different highlights of the arrival of programmatic buying and selling, personalization and automation to the audiovisual environment will be shown.

It is course is directed to brand managers, producers, branded content agencies and production companies, marketing and digital content departments.

The gradual conversion of the Internet into a medium primarily for audiovisual content, together with the impact that connectivity has had on the mass medium par excellence such as television, is giving rise to new models for the distribution of digital content, which are in turn hybrid advertising media that require new planning models. Furthermore, the arrival of programmatic buying and selling models to these media has given rise to a revolution when they have also reached television.

En el confluye la interactividad, la tecnología, los datos y también la creación de contenido de marca que emula a la creación de contenido de entretenimiento. Los algoritmos y la automatización abren la puerta al concepto Advanced TV que supone la integración de los modelos de publicidad digital con la televisión bien sea esta emitida via broadcast o a través de modelos Over The Top.

Para abordar estos nuevos retos, el curso cuenta con un equipo de docentes conformado por Ángel Fernández Nebot (Smart Clip), Beatriz Medina (Atresmedia Publicidad), Francisco Asensi (Tarkinia), Juan Antonio Orgaz (League of Lawyers), Manuel Rodríguez Páez (Adobe), Mercedes Blánquez Pérez (Movistar+), Rubén Vara (Digital Marketing and Data Specialist) y Teba Lorenxo (Programatic and Advanced Tv Specialist).

Among other aspects, issues such as the arrival of the Internet to television, the application ecosystem, social television and audiovisual storytelling, the Over The Top world and its possibilities for brands, how programmatic advertising works, the impact of big data on audiovisuals, the new audience measurement or the legal aspects that regulate these new environments will be addressed.