Advertising Operations (6 month course)
Advertising Operations click here
Brief Job Description: Individuals at this job are responsible for implementing
online advertisement campaigns.
Personal Attributes: This job requires the individual to fulfill sales orders for
online campaigns, including placing media bought by advertisers/agencies and
running it as planned. The individual is also responsible to evaluate the
effectiveness of online campaigns, manage the online advertisement hardware
and systems and troubleshoot/resolve any technical and delivery issues that
might arise. The individual must be equipped with a thorough knowledge of
online advertising and advertisement operations, coding languages and
trafficking solutions.
Description
Ad views Total number of times the advertisement has been seen by the audience
Barter An offer in which advertisement space/time is exchanged for goods/ nonmonetary consideration
Billing The total invoiced value payable by the client for the advertisement
time/space purchased
Budget Budget is an estimate of the total cost of production that may include a
break-up of cost components
Campaign Advertisement effort across media platforms, planned during a specific
time period
Day parts Specific time-slots during the day
Effective rate The final advertisement rate offered to the client after discounts
Frequency The number of times the audience is exposed to an advertisement in a
particular medium
Make-good A repeat run of an advertisement to compensate for an error or omission
by the broadcaster
Market share The share of the company in the total market of a product/service
Media buyer An individual handling purchases of advertising space/time across
advertising mediums
Media planner An individual skilled in selecting and determining the correct use of
advertising space/media on behalf of an advertiser
Rate The fee for a unit of advertisement space or time
Reach The total size of the audience that the medium is able to communicate
with
Sales Forecast Predictions and estimates based on historical sales performance using
trends and assumptions for the current period
Schedule A list of advertisements planned to be a part of the campaign
Sponsorship Paid advertising in the form of specifically generated
programming/content advertising for the product/service of the client
Target Audience Set of individuals with similar characteristics that are prospective
customers of the advertisers’ product/service
Target Market The geographic area over which the advertising campaign is focused
Sector Sector is a conglomeration of different business operations having similar
businesses and interests. It may also be defined as a distinct subset of the
economy whose components share similar characteristics and interests.
Sub-sector Sub-sector is derived from a further breakdown based on the
characteristics and interests of its components.
Vertical Vertical may exist within a sub-sector representing different domain
areas or the client industries served by the industry.
Occupation Occupation is a set of job roles, which perform similar/related set of
functions in an industry
Function Function is an activity necessary for achieving the key purpose of the
sector, occupation, or area of work, which can be carried out by a person
or a group of persons. Functions are identified through functional
analysis and form the basis of OS.
Sub-functions Sub-functions are sub-activities essential to fulfill the achieving the
objectives of the function.
Job role Job role defines a unique set of functions that together form a unique
employment opportunity in an organization.
Occupational Standards
(OS)
OS specify the standards of performance an individual must achieve
when carrying out a function in the workplace, together with the
knowledge and understanding they need to meet that standard
consistently. Occupational Standards are applicable both in the Indian
and global contexts.
Performance Criteria Performance Criteria are statements that together specify the standard
of performance required when carrying out a task
National Occupational
Standards (NOS)
NOS are Occupational Standards which apply uniquely in the Indian
context.
Qualifications Pack
Code
Qualifications Pack Code is a unique reference code that identifies a
qualifications pack.
Qualifications Pack(QP) Qualifications Pack comprises the set of OS, together with the
educational, training and other criteria required to perform a job role. A
Qualifications Pack is assigned a unique qualification pack code.
Unit Code Unit Code is a unique identifier for an Occupational Standard, which is
denoted by an ‘N’.
Unit Title Unit Title gives a clear overall statement about what the incumbent
should be able to do.
Description Description gives a short summary of the unit content. This would be
helpful to anyone searching on a database to verify that this is the
appropriate OS they are looking for.
Scope Scope is the set of statements specifying the range of variables that an
individual may have to deal with in carrying out the function which have
a critical impact on the quality of performance required.
Knowledge and
Understanding
Knowledge and Understanding are statements which together specify the
technical, generic, professional and organizational specific knowledge
that an individual needs in order to perform to the required standard.
Organizational Context Organizational Context includes the way the organization is structured
and how it operates, including the extent of operative knowledge
managers have of their relevant areas of responsibility.
Technical Knowledge Technical Knowledge is the specific knowledge needed to accomplish
specific designated responsibilities.
Core Skills/Generic
Skills
Core Skills or Generic Skills are a group of skills that are key to learning
and working in today’s world. These skills are typically needed in any
work environment. In the context of the OS, these include
communication related skills that are applicable to most job roles.
Keywords /Terms Description
NOS National Occupational Standard(s)
QP Qualifications Pack
NSQF National Skill Qualifications Framework
NVEQF National Vocational Education Qualifications Framework
CPM Cost per Mille
CPC Cost per click
CPA Cost per action/ pay per action/ cost per conversion
RTB Real time bidding
DSP Digital signal processing
DMP Data management platforms
Implement online advertisement campaigns
Description This OS unit is about implementing sales orders for advertisement campaigns on
behalf of advertisers/agencies
Scope This unit/task covers the following:
Trafficking online inventory
Evaluating campaign performance
Troubleshooting issues in process/technology
Performance Criteria (PC) w.r.t. the Scope
Element Performance Criteria
Trafficking online
inventory
To be competent, the user/individual on the job must be able to:
PC1. Manage traffic operations to fulfill sales orders for online campaigns, ensuring
that media bought by advertisers/agencies are placed and run as planned
Evaluating campaign
performance
PC2. Evaluate campaign performance and delivery
Troubleshooting
issues in
process/technology
PC3. Serve as a bridge between the sales and technology functions within
the company, assisting in product creation, research, pricing etc.,
where required
PC4. Operate and control the online advertisement hardware and software
systems and servers
PC5. Proactively diagnose and resolve technical and delivery issues and implement
optimization technology/initiatives
Knowledge and Understanding (K)
A. Organizational
Context
(Knowledge of the
company /
organization and
its processes)
The user/individual on the job needs to know and understand:
KA1. The company’s product offering and positioning within the internet industry
KA2. The key departments and functions within the company
KA3. The roles and responsibilities within advertisement operations
KA4. The various online advertisement products offered including audio, video,
rich media, banners, display advertisements, mobile advertising etc.
B. Technical
Knowledge
The user/individual on the job needs to know and understand:
KB1. Fundamentals of online advertising
KB2. Fundamentals of advertisement operations
KB3. Fundamentals of workflow management
KB4. Fundamentals of data management and data analytics
KB5. Fundamentals of media planning and media buying
KB6. Fundamentals of coding languages such as JavaScript, C++, Flash etc.
KB7. Fundamentals of Microsoft office, especially Microsoft excel and PowerPoint
KB8. Online terminology such as CPM, CPC, CPA, RTB, DSP, DMP etc. and the
metrics for measuring online impressions
KB9. How to work on advertisement trafficking solutions such as Mediamind,
Flashtalking, Atlas, DFA etc.
KB10. How to manage conversations and client expectations
KB11. The key players within the online industry such as publishers, advertisers and
agencies
KB12. How to read contracts and contractual terms
KB13. Relevant legal and regulatory guidelines
KB14. Applicable health and safety guidelines
Skills (S) (Optional)
A. Core Skills/
Generic Skills
Writing Skills
The user/individual on the job needs to know and understand how to:
SA1. Prepare a management dashboard that puts together data from various
sources for analysis
SA2. Generate and structure advertisement reports for media campaigns executed
on behalf of advertisers/agencies
Reading Skills
The user/individual on the job needs to know and understand how to:
SA3. Keep updated with trends, news and discussions on online advertising and
marketing
Oral Communication (Listening and Speaking skills)
The user/individual on the job needs to know and understand how to:
SA4. Understand client requirements from sales personnel
SA5. Liaise with the marketing department to gather information on live
promotions
SA6. Liaise with the billing teams to gather requirements on advertisement reports
SA7. Liaise with the business development teams to understand requirements on
new technologies that need to be implemented
B. Professional Skills Plan and Organize
The user/individual on the job needs to know and understand how to:
SB1. Plan activities to ensure that all trafficking requirements are executed within
the timelines committed to the advertiser/ agency
SB2. Devise and programme automated reports to improve efficiency of the
reporting process
Analytical Thinking
The user/individual on the job needs to know and understand how to:
SB3. Interpret the impact of new product launches, workflow changes, data
requirements on online advertisements and data management
