Breaking into Ad Ops/ Training in NY

Published by: John Mass , John Mass Inc, us
Published on: February 2, 2012

I am in trying to make the switch from Print to Digital but my current position is ending in about 2 weeks. Currently I am in the Digital Marketing Dept. Within the NFL but not much ad traffic is done and I have been using my other skills. So rather asking for a lead to job, Yet I will not turn down any lead! I want to know how most of you did get your job.

From my interviews most Ad Ops people seem to be in their 20's and early 30's. So with my 20+ years of Print/Project Managemnt skills I'm curious on how you learned. Or got your break ?

Comments

#1 Sarah Kirtcheff - August 15, 2012

Hi John,

Some of the best digital ad operations people I know originally came from broadcast television ad trafficking, including my first manager/mentor in digital ad operations. They may have had to re-tool for digital, but that came as a result of on the job training. Of course it was also very smart hiring managers who they saw had the potential to learn, as well as the prior work experience that would be relevant to these roles.

You already have experience in the ad industry and that's a big plus. You also have project management experience which tells me that you know how to manage your time, work against a deadline, communicate and work cross-functionally. Your current print skills may resonate with an ad agency or media company that offers both digital and print content (such as a news or magazine site).

As far as digital ad scheduling (DFP, etc) training: In my experience, most people learned those skills on the job. That being said, it's helpful to do as much research as you can on sites like this one (see www.admonsters.com/resources), and learn about display, rich media, video, and mobile ad standards at the iab, mma, 4A's etc.

Also keep in mind, every place handles their operations differently. A lot of companies may use DFP, but they will use it in totally different ways.
Use of ad servers or ad technology will change based on how a company buys or sells, their content delivery strategy, the demands of the marketplace, etc. Any place you go, even for an experienced digital ad operations person, you would have to have some kind of re-tooling and training specific to your new company and new role.

Hope this helps! Good luck to you!

#2 Dmitry Itkes - March 28, 2012

Hi John,

I have met a person in similar situation about a year ago. She was let go from a large agency that was switching from all print to print/digital due to lack of tech/online skills. We met while taking a flash class and she asked me to show her what digital ad ops was about and the ad servers.
She had many years of experience in print ad operations, which is helpful in terms of processes and detail orientation. Though she needed to learn the jargon and the technologies behind digital ad ops. After several training sessions, she revised her resume to include the new terminology and actually got a job at the same agency through her contact there by presenting herself as both print and digital savvy ad operations person.
Please drop me a line if would like to discuss in more detail

Best

#3 John Mass - August 10, 2012

Hi Dmitry,
What more can you tell me? I'm still trying and know how to set ads as I work on my own site and update it daily. I'm in the New York area and many people contact me, and once we come down to time for a training I never hear from them. I have not nor will I give up as its been almost 6 months since my contract with the NFL ended and I really thought I would have had something by now.

So if anyone has any ideas for me on how I can use my transferable skills I used in print so I can become relevant here in Digital please let me know.

Thanks all