Interactive Advertising Bureau
03 March 2016

European Education in figures - a broad overview of 2015 and plans for 2016 at National IAB level - Part 3

This is the third instalment of our blog series “European Education in figures - a broad overview of 2015 and plans for 2016 at National IAB level”. You can read Part 1 here and Part 2 here.

The courses offered by the National IABs range in price from free to EUR 3,200


IAB Austria boasts over 100 students and professionals having attended its courses in 2015. With curricula spanning across various segments of the digital advertising environment and courses ranging from basic to advanced, its education programme is one to be held in high regards. The Digital Marketing Basics course and its Advanced counterpart are at the core of training efforts at IAB AT and create a very solid backbone on which future courses and workshops could rest.

The IAB Europe Endorsement Programme aims to raise the visibility and reach of high-quality training initiatives across Europe


With a focus on degrees and certification, IAB Finland raises the bar when it comes to education in Europe. On offer from IAB Finland, the IDM Degree is a whopping one-year course designed to be followed while working and caters to both undergraduates and postgraduates. In addition, IAB Finland has also adapted IAB Sweden’s interpretation of the IAB US Digital Media Sales Certification to the local market; the Digimediamyyjien Sertifiointi is expected to draw in 40 students in 2016, in addition to the 35 that will likely graduate the IDM Degree this year.

Over 90% of trainers delivering courses for the National IABs which responded to the 2015 Questionnaire are paid for their services


The latest addition to the European National IAB family, IAB Portugal is certain to become one of the big players in terms of Education on the European scene. The strategy there is to start off very strong with a comprehensive 2-day Digital Fundamentals Course, with a projected attendance of 300 students and professionals by December 2016, and then use it as a springboard to swiftly roll out additional courses and programmes.

IAB Poland and IAB Italy have the highest projected number of attendees for 2016 training programmes with close to 1,000 and around 300, respectively


Similarly to IAB Finland, IAB Sweden focuses on certification when it comes to Education. This European training powerhouse offers the IAB Sweden Sales Certification, a local adaptation of the IAB US Digital Media Sales Certification, as well as IAB Sweden AdOps Certification. The Sales Certification saw over 200 professionals graduate in 2015 with 150 more expected to become certified this year. The AdOps Certification, scheduled to launch in Q2 2016 will be taken by an estimated 50 professionals in 2016.

Over 50% of National IABs collaborate with third party organisations and institutions for training purposes

This series, focusing on concrete figures on Education across Europe, will be expanded as more information on the courses provided by the IAB Europe National members becomes available. The information presented here and in future articles will also likely be used to draw up a Yearly Report on Education at the end of each year.

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