Digital Leadership Academy

Digital Leadership Academy

October 17 - 18, 2018

Like last year the NYSBA Digital Leadership Academy (DLA) will be held in conjunction with the NAB Show New York which will take place on October 17th and 18th at the Jacob Javits Center in New York City.

This year’s Digital Leadership Academy (DLA) will feature an exciting new format.  Our objective is to provide you with the best in sales training to cover all your station’s needs.  The market has evolved rapidly, and sales training must encompass both the digital and traditional broadcast side of the business.  The DLA will help your sales staff become more effective.

General Sessions Wednesday October 17th: We will feature general sessions that cover the hottest topics in digital sales.

Breakout Sessions October 18th:  To meet your diverse sales needs, our breakout sessions will be divided into two tracks.

  •  Track I: Features the IAB’s famed Digital Media Sales Certification Prep course. The six-hour course will be hosted by IAB digital trainers.  By all accounts the IAB course is the gold standard for digital media sales training.
  • Track II: Features nationally recognized broadcast sales expert Adam Armbruster, Sr. Partner, ESA. He will take a deep dive into specific sectors including; automotive, home services, health care, legal and financial services.

Lunch is Served:  Individuals registering for the DLA are invited to attend the New York Leadership and Hall of Fame Luncheon at noon on October 18th.

Registration: As in the past, the DLA will be free to verified employees of all NYSBA station members in good standing. Upon proper documentation (paid hotel receipt), we will also reimburse the costs of the hotel for the evening of October 17th up to $300.00.

You may register for the DLA on the NAB SHOW New York website HERE.

Verified employees of NYSBA members in good standing must use the code “NYSBA  when they register to receive the discount.

2018 Digital Leadership Academy Tentative Agenda

NAB SHOW New York, Jacob Javits Center
Day One - Wednesday, 10/17/18

Hall 1D

1:00 pm - Keynote Speaker

 Joe Weir, Vice President Digital Media, Cox Media Group 

2:00 - 3:00 pm - Proving Local Attribution & ROI - "A Top Challenge for Advertisers”

  • Moderator:  David Hirschman, CEO, Street Fight Magazine
  • Panelists:  AJ Brown, CEO, LeadsRx;  Chad Hickey, Senior VP, Placed

3:00 - 4:00 pm - Annual Digital Sales Idea Contest - Stations present original ideas that have worked in their markets - Prizes awarded.

  • Hosted by - Brian Maier, Digital Sales Manager, WHEC, Rochester, NY

4:00 - 5:00 pm - Cool Tools Exchange

  • Hosted by - Stephen Warley, President, Warley Media
Day Two - Thursday, 10/18/18 


Track I - Interactive Advertising Bureau’s Digital Media Sales Certification Training - Hall 1D 3-4
Track II - Digital Sales Training by Adam Armbruster, ESA Company - Hall 1D 5-6

Track I - Digital Media Sales Certification Prep Course

9:00 am to 5:00 pm

12 noon -2:00 pm  - Lunch - New York Leadership and Hall of Fame Luncheon


Whether you are experienced or newer to digital media, the Digital Media Sales Certification Prep Course provides detailed insight into each content area of the certification exam and key strategies for digital media sales success. You’ll emerge with an elevated knowledge of digital media and a higher chance of succeeding when you sit for the IAB Digital Media Sales Certification exam at your local testing center.


  • Traditional Marketing Models
  • Media Value Chain
  • Digital Advertising Formats and Capabilities
  • Digital Advertising Platforms
  • Key Tools and Technologies
  • Calculate Media Mathematics
  • Compliance (Standards/Policies)
  • Standard Digital Media Ad Types
  • Prospecting for New Clients
  • Conduct Needs Assessment
  • Align Digital Advertising Product with Client Objectives
  • Internal and Third Party Research
  • Generating Proposals
  • Negotiating Digital Media IO
  • Launching and Monitoring Digital Advertising Campaigns
  • Analyzing Digital Advertising Campaign Data
  • Presenting Digital Advertising Campaign Results and New Opportunities


Media Value Chain; Cookie Pools; Booking and Tracking; Rich Media; Technologies; Digital Platforms; Emerging Technology; Desktop and Mobile Advertising; Media Math; Viewability Standards; Display Banners & High Impact; Regulations; Terms & Conditions; Digital Advertising Ecosystems; Video Formats; Privacy Standards; Consumer Buying Funnel; Search Fundamentals; VAST; VPAID; MRAID; Consumer Purchase Journey; Targeting Capabilities; Prospecting & Needs; Paid; Owned & Earned Media; Mobile Targeting; Assessment; Functions of Digital Agencies; Ad Serving Fundamentals; Negotiation & Closing; Content Distribution Models; Cookies; Tags; Pixels; Conversions; Aligning Products with Client Objectives; Long Tail Content; Social Media; Generating and Proposal; Ad Network & Exchanges; Digital Audio; Programmatic; RTB; Reporting & Upselling; Digital Advertising Metrics; Data Providers; Audience Targeting

Track II - Digital Sales Training

9:00 am - 5:00 pm

    12 noon -2:00 pm  - Lunch - New York Leadership and Hall of Fame Luncheon

    Sessions will discuss digital trends for all clients, their immediate needs, expectations and objections. We will focus on digital tools that make money and where to find opportunity in each category. Sessions will provide updates on economic market trends for both national and local clients.

    9:00 am - 12 noon Mornings Sessions

    Automotive Panel

    • Tier Zero - Repositioning Broadcast As Digital (with guest Automotive Dealers)
    • Mark Scheinberg, President, Greater New York Auto Dealer Association (invited)

    Home Service

    • Terry Nicholson, President, PriceFixer, a National HVAC Firm


    • Dr. Daniel Deems, Physician and President of Fyzical (a physical therapy franchise)
    • Avice Meehan, Chief Communications Officer,  Memorial Sloan-Kettering Cancer Center

    Legal Clients

    • Speaker - TBD

    Financial Clients

    • Speaker - TBD

    2:00 - 4:00 pm Afternoon Sessions

    Deep Dive Digital Strategies - Proven Best Practices for Selling Digital & Broadcast

    • AdverTiming™- the new principles in digital and broadcast
    • Triangulation - why it works to build client growth results
    • Phase Selling - How it helps retain clients

    Getting the VIP meeting

    Managing the meeting and outcomes

    Role Playing

    Final Q & A