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CONTENT MARKETING & DISCOVERY

The Outbrain Academy, Outbrain Certification Program Has Launched in Australia

| Yoav Tourel

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The day was May 19th, 2016.

It was 9:00 AM, in the heart of Sydney.

It was a beautiful, clear blue day.

22 media professionals from major agencies including OMD-Fuse, MediaBrand-Society, Dentsu-iProspect and Columbus and Publicis-Match took their seats in excitement. At the end of a long day, they were to become Outbrain’s first Certified Professionals, globally.

The Outbrain Academy, Class of 2016 has officially launched.

Many months of planning led to The Outbrain Academy, Outbrain Certification Program for Marketing and Media professionals. Launched for the first time in Australia, it is an exclusive professional accreditation, designed to encourage best-practice methodologies and build the digital expertise required to drive results using the Outbrain platform and solutions.

Here’s the story behind the action-oriented day we had…

First: Why Is Outbrain Doing this?

With In-Feed native discovery becoming an integral part of marketer’s digital strategy, Outbrain’s new certification program responds to an explicit industry need.

We see it as part of our company mission to invest in the education of a new generation of marketing & media professionals and equip them with the tools, insights, and techniques required to be successful in a still evolving native and content marketing discipline.

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Ayal Steiner (Outbrain’s MD, APAC) and Brian O’Grady (Digital Performance Manager, iProspect)

At launch, we opened the eyes and minds of 22 professionals about the true value of Outbrain and how we drive results. These new ‘Outbrain ambassadors’ have gone back to their agencies with many new ideas and a far better understanding of how to drive results for their clients… and this is just the start.

Second: What’s in it for the Participants?

Outbrain Certification is now an industry recognised digital skill and a professional asset that participants will take with them as they progress in their career.

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The Outbrain Academy Certification Diploma

The Outbrain Academy Online Badge

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We have created a closed community for professionals with direct access to Outbrain. These individuals will benefit from being in the know, staying up to date with the latest Outbrain best practices and be the first to see new capabilities while in beta and ahead of the market.

Third: What’s the program about?

The one-day curriculum is built across 6 modules designed by the Outbrain Knowledge Leads, and is based upon their years of experience working with some of the world’s most influential brands and agencies:

  1. Owning the Interest Moment – An introduction to Outbrain’s in-feed content discovery.

  1. Outbrain Inside-Out – Diving deeper into ‘behind the scenes’ of the Outbrain platform and learning how it works.

  1. Driving the Outbrain Discovery Platform – The essentials of setting up a successful Outbrain campaign.

  1. Measuring & Optimizing Performance – How to look at the right data, learn about the audience and optimize content performance to achieve brand goals.

  1. Outbrain for Acquisitions – How to align content activity with the consumer purchase funnel and use the Outbrain platform to deliver brand goals.

  1. Outbrain for Video Stories – Using the Outbrain platform to reach, invite, engage, and influence audiences with branded videos.

The sessions were led by Ayal Steiner, Outbrain’s Managing Director, APAC and Yoav Tourel, Head of Marketing in Australian and New Zealand.

Lastly: It’s just the beginning.

This program is going global. We aim to build and grow an active global community of trained professionals.

We received fantastic feedback from our first participants and we intend to incorporate every last bit of it into our curriculum. Additional course across the globe are already in planning.

Speak with your local Outbrain partner to register your interest in The Outbrain Academy.

May 19th 2016.

6:00 PM, in the heart of Sydney.  

It was a beautiful day.

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Yoav Tourel

Yoav Tourel

I joined Outbrain in 2012 as the Head of Account Strategy in Australia & New Zealand. Before that, I was... Read more

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