ABOUT THE PROGRAMME 2018-09-21T16:01:22+00:00

NURTURING THE FUTURE LEADERS

OF PROGRAMMATIC

PROFESSIONAL CONVERSION PROGRAMME (PCP) IN PROGRAMMATIC ADVERTISING

Programmatic advertising is a growing field globally with Singapore as a leading regional hub. We are correspondingly seeing an increasing demand for advertising talent with programmatic advertising skill sets.

In an industry-wide survey of CEOs conducted by IAB Singapore, 53% of organizations cited Programmatic as the biggest area of transformation for their business. Comparatively, sourcing talent (63%) and training and development (34%) were cited as the biggest challenges in growing a team.

Recognising this dichotomy, key industry players in Singapore are committed to developing an industry-ready workforce with specialized functional and technical skill sets for programmatic advertising. This commitment culminates in an industry collaboration by IAB Singapore, in association with Workforce Singapore (WSG) and the Economic Development Board (EDB) to design and deliver an industry-wide training programme – the Adapt and Grow Professional Conversion Programme (PCP) for Programmatic Advertising Professionals.

Specialised skills development in digital capabilities is one of the key pillars of the Professional Services Industry Transformation Map developed to support Singapore’s mission to be a Smart Nation. The PCP for Programmatic Advertising, which combines classroom and on-the-job training, supports candidates with a minimum of 2 years working experience (outside of the Programmatic industry) to undergo skills conversion and become certified programmatic advertising professionals. The course was developed through research and interviews with industry stakeholders, ranging from business leaders to graduates from other commercial programmes, to ensure its relevance and the first flight of the programme has garnered a feedback score of 4.65 out of 5 to date.

INTRODUCTION

PROGRAMME STRUCTURE

Month 1:

  • 2-week classroom-based immersion on the digital industry landscape and the fundamentals of Programmatic

 

Month 2 to 6:

  • On-job-training at hiring companies following the blueprint defined by the IAB Singapore
  • 2-day industry-accredited classroom based training and field trips to leading organizations
  • Monthly one-to-one mentorship sessions with senior industry members
  • Monthly assessments to track understanding and progress
  • Live demonstration and hands-on experience in trading platforms
  • Live team briefs and presentations to illustrate how theory translates into real life scenarios
  • Graduation ceremony

Outline of training topics

  • Introduction to Programmatic and developing a Digital Strategy
  • Fundamentals of buying, selling, bidding, ROI and Attribution
  • The Role of Data
  • Publishers and Premium Inventory
  • Supply Chain Management
  • Cross-device / Multi-screen tracking and measurement
  • Audience segmentation and targeting
  • Creative and content formats
  • The future of Programmatic
  • Developing soft skills such as networking, integrating into a team and managing expectations

HOW INDIVIDUALS CAN BENEFIT

  • Permanent long term employment with hiring company and a passport to a successful career in a fast evolving industry.
  • Holistic understanding of the Programmatic ecosystem and diverse fields of expertise outside of their own organizations and roles
  • One-to-one mentorship with senior leaders in the field
  • Establish a strong network of industry leaders, fellow candidates and alumni of the programme
  • Facilitated learning in a safe environment, supplementing on-the-job experience
  • Awarded the IAB Professional Certificate in Programmatic indicating a high standard of competency in programmatic advertising for candidates who have successfully completed the programme

HOW BUSINESSES CAN BENEFIT

  • Grow your team of programmatic experts and build your programmatic capabilities in Singapore with structured industry-recognised training
  • Salary support for employees enrolled throughout programme duration of 6 months (70-90%)
  • Substantial funding of the training component (62%)
  • Bespoke on-the-job blueprint provided, supplementing current training within the organization
  • Tailored modules aligning employee development to business needs and regional industry requirements
  • Nurture and interact with the next wave of programmatic talent by sharing your expertise and industry knowledge

INDUSTRY SUPPORTED & RECOGNIZED

“The overwhelming majority of our members have told us that talent sourcing, training and development for programmatic are their biggest challenges. IAB Singapore, WSG and EDB have stepped up to deliver with the launch of the Adapt and Grow PCP for Programmatic Advertising. It is key that we listen and tailor our approach not only to our members, but to regional industry requirements as well.”

  • Miranda Dimopoulos, CEO of IAB Singapore

 

“For Singapore to succeed as a global digital marketing hub, we need to build capabilities with agility in high-growth areas such as programmatic advertising, marketing analytics and creative technologies. In this regard, the Professional Conversion Programme for Programmatic Advertising is a testament to the industry’s leadership and commitment to scaling digital marketing solutions and accelerating the upskilling of our professionals.”

  • Clarence Chua, Director of Professional Services, EDB

 

“We encourage employers to tap into the various manpower sources available in the labour market as they strive for sustainable economic growth and meet manpower needs. The development of the Adapt and Grow PCP for Programmatic Advertising is a timely step in the right direction as we help mid-career Singaporeans take on new job opportunities and support the industry to build a robust, highly skilled and sustainable workforce.”

  • Kenneth Wong, Director for Creative & Professional Services Division, WSG

 

“I’ve seen that across the entire ecosystem there is a huge need for talent who understand not only programmatic but also where programmatic fits as part of a wider digital landscape. I’ve seen first-hand the fast-paced evolution of programmatic in this region and I passionately believe that this program will develop the leaders of tomorrow who will continue to innovate, adapt and grow the industry in Singapore.”

  • Laura Greally, Education Director, IAB Singapore

 

“The PCP for Programmatic Advertising run by IAB has helped our team grow, develop and further hone their skills in the field. The programme has given our team insights and a deeper understanding around programmatic hard skills as well as a view of the wider digital ecosystem. As a data and measurement-driven agency, of which programmatic is a key component, and as the industry evolves, we see the growing need for programmatic specialists who can take their knowledge and apply it to achieve the business goals of our clients. The support from IAB towards our team and our mission to make advertising more valuable to the world has helped to make this a success for Essence as we continue to grow, develop and nurture our talent.”    

  • Kunal Guha, SVP, Managing Director, Essence 

 

“Mpire’s first APAC office was established in Singapore because we see this being the hub for digital advertising in the region. One of the reasons behind this is great initiatives like PCP being driven by the local government and IAB. I am looking forward to working alongside IAB to develop an industry-ready workforce and help shape the programmatic agenda.”

  • James Dutton, Regional Managing Director (APAC), mPire

 

“The PCP program really helped with onboarding our new sales hire quickly. With a large diverse region and set of clients to support, the program has been invaluable in helping our team scale quickly”

  • James Sampson, VP & General Manager, APAC, dataxu

 

“The Professional Conversion Program for Programmatic has helped our new hire training immensely. My team can focus on product knowledge training confident that the IAB team will cover a wider agnostic industry perspective”

  • Chandra Kuncara, Country Director, RTB house

FIRST FLIGHT LAUNCHED

ON 4TH JUNE

Participating companies:

Launching programmatic careers with on-the-job training at hiring companies:

  • Account Exec
  • Ad Operations Exec
  • Analytics & Insights Exec
  • Campaign Engineer
  • Inside Sales Specialist
  • Marketing Manager
  • Operations Manager
  • Sales Manager
  • Supply Exec
  • Technical Account Manager

Individuals may apply for the programme via the following methods:

  1. Organizations with employees currently less than 6 months into / newly hired into their Programmatic role may nominate them to participate.
  2. Individuals currently seeking a career in Programmatic may submit their applications and CVs. CVs will be shared with participating companies for consideration for specific Programmatic roles within their organization. The hiring process will be managed independently by companies and applicants may be contacted for interviews if suitable.

To be eligible for the programme, individuals should be:

  • Singapore Citizen (SC) or Permanent Resident (PR)
  • Have at least 2 years’ working experience from any industry
  • Candidates must be employed by your business as a new hire to become a participant in the programme and will continue to work within your company once they have graduated the programme.

NURTURING THE FUTURE LEADERS OF PROGRAMMATIC

Professional Conversion Programme (PCP) in
Programmatic Advertising

INTRODUCTION

Programmatic advertising is a growing field globally with Singapore as a leading regional hub. We are correspondingly seeing an increasing demand for advertising talent with programmatic advertising skill sets.

In an industry-wide survey of CEOs conducted by IAB Singapore, 53% of organizations cited Programmatic as the biggest area of transformation for their business. Comparatively, sourcing talent (63%) and training and development (34%) were cited as the biggest challenges in growing a team.

Recognising this dichotomy, key industry players in Singapore are committed to developing an industry-ready workforce with specialized functional and technical skill sets for programmatic advertising. This commitment culminates in an industry collaboration by IAB Singapore, in association with Workforce Singapore (WSG) and the Economic Development Board (EDB) to design and deliver an industry-wide training programme – the Adapt and Grow Professional Conversion Programme (PCP) for Programmatic Advertising Professionals.

Specialised skills development in digital capabilities is one of the key pillars of the Professional Services Industry Transformation Map developed to support Singapore’s mission to be a Smart Nation. The PCP for Programmatic Advertising, which combines classroom and on-the-job training, supports candidates with a minimum of 2 years working experience (outside of the Programmatic industry) to undergo skills conversion and become certified programmatic advertising professionals. The course was developed through research and interviews with industry stakeholders, ranging from business leaders to graduates from other commercial programmes, to ensure its relevance and the first flight of the programme has garnered a feedback score of 4.65 out of 5 to date.

PROGRAMME STRUCTURE

Month 1:
  • 2-week classroom-based immersion on the digital industry landscape and the fundamentals of Programmatic
Month 2 to 6:
  • On-job-training at hiring companies following the blueprint defined by the IAB Singapore
  • 2-day industry-accredited classroom based training and field trips to leading organizations
  • Monthly one-to-one mentorship sessions with senior industry members
  • Monthly assessments to track understanding and progress
  • Live demonstration and hands-on experience in trading platforms
  • Live team briefs and presentations to illustrate how theory translates into real life scenarios
  • Graduation ceremony

 

Outline of training topics:
  • Introduction to Programmatic and developing a Digital Strategy
  • Fundamentals of buying, selling, bidding, ROI and Attribution
  • The Role of Data
  • Publishers and Premium Inventory
  • Supply Chain Management
  • Cross-device / Multi-screen tracking and measurement
  • Audience segmentation and targeting
  • Creative and content formats
  • The future of Programmatic

HOW INDIVIDUALS CAN BENEFIT

  • Permanent long term employment with hiring company and a passport to a successful career in a fast evolving industry.
  • Holistic understanding of the Programmatic ecosystem and diverse fields of expertise outside of their own organizations and roles
  • One-to-one mentorship with senior leaders in the field
  • Establish a strong network of industry leaders, fellow candidates and alumni of the programme
  • Facilitated learning in a safe environment, supplementing on-the-job experience
  • Awarded the IAB Professional Certificate in Programmatic indicating a high standard of competency in programmatic advertising for candidates who have successfully completed the programme

HOW BUSINESSES CAN BENEFIT

  • Grow your team of programmatic experts and build your programmatic capabilities in Singapore with structured industry-recognised training
  • Salary support for employees enrolled throughout programme duration of 6 months (70-90%)
  • Substantial funding of the training component (62%)
  • Bespoke on-the-job blueprint provided, supplementing current training within the organization
  • Tailored modules aligning employee development to business needs and regional industry requirements
  • Nurture and interact with the next wave of programmatic talent by sharing your expertise and industry knowledge

INDUSTRY SUPPORTED AND RECOGNIZED

“The overwhelming majority of our members have told us that talent sourcing, training and development for programmatic are their biggest challenges. IAB Singapore, WSG and EDB have stepped up to deliver with the launch of the Adapt and Grow PCP for Programmatic Advertising. It is key that we listen and tailor our approach not only to our members, but to regional industry requirements as well.”

  • Miranda Dimopoulos, CEO of IAB Singapore

“For Singapore to succeed as a global digital marketing hub, we need to build capabilities with agility in high-growth areas such as programmatic advertising, marketing analytics and creative technologies. In this regard, the Professional Conversion Programme for Programmatic Advertising is a testament to the industry’s leadership and commitment to scaling digital marketing solutions and accelerating the upskilling of our professionals.”

  • Clarence Chua, Director of Professional Services, EDB

“We encourage employers to tap into the various manpower sources available in the labour market as they strive for sustainable economic growth and meet manpower needs. The development of the Adapt and Grow PCP for Programmatic Advertising is a timely step in the right direction as we help mid-career Singaporeans take on new job opportunities and support the industry to build a robust, highly skilled and sustainable workforce.”

  • Kenneth Wong, Director for Creative & Professional Services Division, WSG

“I’ve seen that across the entire ecosystem there is a huge need for talent who understand not only programmatic but also where programmatic fits as part of a wider digital landscape. I’ve seen first-hand the fast-paced evolution of programmatic in this region and I passionately believe that this program will develop the leaders of tomorrow who will continue to innovate, adapt and grow the industry in Singapore.”

  • Laura Greally, Education Director, IAB Singapore

“The PCP for Programmatic Advertising run by IAB has helped our team grow, develop and further hone their skills in the field. The programme has given our team insights and a deeper understanding around programmatic hard skills as well as a view of the wider digital ecosystem. As a data and measurement-driven agency, of which programmatic is a key component, and as the industry evolves, we see the growing need for programmatic specialists who can take their knowledge and apply it to achieve the business goals of our clients. The support from IAB towards our team and our mission to make advertising more valuable to the world has helped to make this a success for Essence as we continue to grow, develop and nurture our talent.”    

  • Kunal Guha, SVP, Managing Director, Essence

“Mpire’s first APAC office was established in Singapore because we see this being the hub for digital advertising in the region. One of the reasons behind this is great initiatives like PCP being driven by the local government and IAB. I am looking forward to working alongside IAB to develop an industry-ready workforce and help shape the programmatic agenda.”

  • James Dutton, Regional Managing Director (APAC), mPire

“The PCP program really helped with onboarding our new sales hire quickly. With a large diverse region and set of clients to support, the program has been invaluable in helping our team scale quickly”

  • James Sampson, VP & General Manager, APAC, dataxu

“The Professional Conversion Program for Programmatic has helped our new hire training immensely. My team can focus on product knowledge training confident that the IAB team will cover a wider agnostic industry perspective”

  • Chandra Kuncara, Country Director, RTB house

FIRST FLIGHT LAUNCHED ON JUNE 4TH

Participating Companies

Launching programmatic careers with on-the-job training at hiring companies:
  • Account Exec
  • Ad Operations Exec
  • Analytics & Insights Exec
  • Campaign Engineer
  • Inside Sales Specialist
  • Marketing Manager
  • Operations Manager
  • Sales Manager
  • Supply Exec
  • Technical Account Manager

APPLY FOR FLIGHT 2 NOW!

Individuals may apply for the programme via the following methods:
  1. Organizations with employees currently less than 6 months into / newly hired into their Programmatic role may nominate them to participate.
  2. Individuals currently seeking a career in Programmatic may submit their applications and CVs. CVs will be shared with participating companies for consideration for specific Programmatic roles within their organization. The hiring process will be managed independently by companies and applicants may be contacted for interviews if suitable.
To be eligible for the programme, individuals should be:
  • Singapore Citizen (SC) or Permanent Resident (PR)
  • Have at least 2 years’ working experience from any industry
  • Candidates must be employed by your business as a new hire to become a participant in the programme and will continue to work within your company once they have graduated the programme.