RESKILLING FOR A CAREER IN DIGITAL MEDIA

 

PROFESSIONAL CONVERSION PROGRAMME (PCP)

IN PROGRAMMATIC ADVERTISING

INDUSTRY OVERVIEW

Programmatic Advertising is changing the way online advertising is done. It is set to take over traditional media and rapidly getting recognised as the ‘future of online media buying’. It is a necessary future-skill set for the professionals in the advertising industry.

Programmatic advertising is the algorithmic purchase and sale of advertising space in real-time. During this process, software is used to automate the buying, placement, and optimisation of media inventory via a bidding system. Automating the process means that it can be done in real time and doesn’t rely on the human touch, manual insertions and manual trading.

It allows for advertisers to tailor messages to match the target audience, at the right time, and in the right context and mediums, using audience insights. This methodology allows for a far more precise and personalised messaging, which results in more efficiently targeted campaigns – which is much better than mass advertising.

Globally, programmatic advertising spend grew from US$5 billion in 2013 to US$39 billion in 2016, at average rate of 71% a year according to Zenith’s programmatic marketing forecast. Programmatic advertising was predicted to grow 31% in 2017, faster than all other digital channels including social and online videos. According to research by Interactive Advertising Bureau (IAB) and eMarketer, digital ad spending in Singapore will continue to see double digit growth through 2019. It is expected to account for 30.8% of total ad spend by 2020.


WHAT IS PROGRAMMATIC ADVERTISING?

The PCP aims to upskill and reskill professionals, managers and executives in Singapore who are from other industries or currently in media, publishing and related fields  keen to convert their skillsets and experience into a career in programmatic advertising.

Hired by participating companies and assuming full-time positions where programmatic advertising is a core function, candidates will undergo a 6-month PCP training in parallel with their newly assumed job roles.

Job roles developed through this PCP can include and are not limited to the following:
  • Strategy and client servicing
  • Trading and ad ops
  • Analytics
  • Engineering
  • Software and product development

ABOUT THE PROGRAMME

On-job training (OJT): 80% 
Full day industry-accredited classroom based training: 20% 

 

Fully supported by trainers and external mentor

Individuals trained under the PCP will be equipped with basic foundational knowledge of digital marketing, a holistic overview of the programmatic industry and an in-depth understanding of all programmatic functions within the ecosystem. They will also adopt key transferable technical skills such as the use of analytical tools, digital strategy planning and campaign management.

Through the programme, candidates will be trained by industry experts and each individual will receive dedicated mentorship from senior level executives. On-the-job training will provide candidates with opportunities for real life practical application of knowledge acquired. The programme also includes exclusive access to observe operations in the industry’s leading organisations and exposure to the best the industry has to offer.

 

IAB Professional Certificate in Programmatic

Candidates who have successfully completed the programme will be awarded the IAB Professional Certificate in Programmatic, indicating a high standard of competency in programmatic advertising.

WHAT YOU WILL LEARN

To be eligible for the programme, individuals should be:
  • A Singapore Citizen (SC) or Permanent Resident (SPR).
  • Have at least 2 years’ working experience which can be gained from any industry
  • Applicants age 40 and above will receive special assistance

ELIGIBILITY REQUIREMENTS

Submit your application and CV by filling out the form below.

CVs will be shared with participating companies for consideration. The hiring process will be managed independently by companies and applicants may be contacted for interviews if suitable.

For more information, click here to send us an email with your enquiry.

HOW TO APPLY

FIND OUT ABOUT THE JOB ROLES AVAILABLE

FOR FURTHER INFORMATION, SEND US YOUR ENQUIRY VIA EMAIL

RESKILLING FOR A CAREER IN DIGITAL MEDIA

PROFESSIONAL CONVERSION PROGRAMME (PCP)

IN PROGRAMMATIC ADVERTISING

Programmatic Advertising is changing the way online advertising is done. It is set to take over traditional media and rapidly getting recognised as the ‘future of online media buying’. It is a necessary future-skill set for the professionals in the advertising industry.

What is Programmatic Advertising

Programmatic advertising is the algorithmic purchase and sale of advertising space in real-time. During this process, software is used to automate the buying, placement, and optimisation of media inventory via a bidding system. Automating the process means that it can be done in real time and doesn’t rely on the human touch, manual insertions and manual trading.

It allows for advertisers to tailor messages to match the target audience, at the right time, and in the right context and mediums, using audience insights. This methodology allows for a far more precise and personalised messaging, which results in more efficiently targeted campaigns – which is much better than mass advertising.

Industry Overview

Globally, programmatic advertising spend grew from US$5 billion in 2013 to US$39 billion in 2016, at average rate of 71% a year according to Zenith’s programmatic marketing forecast. Programmatic advertising was predicted to grow 31% in 2017, faster than all other digital channels including social and online videos. According to research by Interactive Advertising Bureau (IAB) and eMarketer, digital ad spending in Singapore will continue to see double digit growth through 2019. It is expected to account for 30.8% of total ad spend by 2020.

ABOUT THE PROGRAMME

The PCP aims to upskill and reskill professionals, managers and executives in Singapore who are from other industries or currently in media, publishing and related fields  keen to convert their skillsets and experience into a career in programmatic advertising.

Hired by participating companies and assuming full-time positions where programmatic advertising is a core function, candidates will undergo a 6-month PCP training in parallel with their newly assumed job roles.

Job roles developed through this PCP can include and are not limited to the following:
  • Strategy and client servicing
  • Trading and ad ops
  • Analytics
  • Engineering
  • Software and product development

WHAT YOU WILL LEARN

On-job training (OJT): 80%
Full day industry-accredited classroom based training: 20%

 

Fully supported by trainers and external mentor

Individuals trained under the PCP will be equipped with basic foundational knowledge of digital marketing, a holistic overview of the programmatic industry and an in-depth understanding of all programmatic functions within the ecosystem. They will also adopt key transferable technical skills such as the use of analytical tools, digital strategy planning and campaign management.

Through the programme, candidates will be trained by industry experts and each individual will receive dedicated mentorship from senior level executives. On-the-job training will provide candidates with opportunities for real life practical application of knowledge acquired. The programme also includes exclusive access to observe operations in the industry’s leading organisations and exposure to the best the industry has to offer.

IAB Professional Certificate in Programmatic

Candidates who have successfully completed the programme will be awarded the IAB Professional Certificate in Programmatic, indicating a high standard of competency in programmatic advertising.

ELIGIBILITY REQUIREMENTS

To be eligible for the programme, individuals should be:
  • A Singapore Citizen (SC) or Permanent Resident (SPR).
  • Have at least 2 years’ working experience which can be gained from any industry
  • Applicants age 40 and above will receive special assistance

HOW TO APPLY

Submit your application and CV by filling out the form below.

CVs will be shared with participating companies for consideration. The hiring process will be managed independently by companies and applicants may be contacted for interviews if suitable.

For more information, click here to send us an email with your enquiry.

FIND OUT ABOUT THE JOB ROLES