Advertisers Have Gaps In Media Knowledge
This week we are talking about training, knowledge and skills in media.
In the last of 7 episodes dedicated to looking at the impact of the 2016 Media Transparency Report from the ANA we pick up on one of the ANA's biggest recommendations: Advertisers should plug gaps in media knowledge.
Tom and David discuss the types of training they have been delivering to major advertisers and members of the major advertising trade bodies.
We've seen some good progress in this area, especially amongst procurement stakeholders keen to better understand the processes around media, where the opportunities are for improvement and particularly the technical language and concepts of media.
Tom has just completed learning of his own on the Marketing MBA with Prof Mark Ritson and shares that it highlights a big gap across the industry that many in the more executional (and more modern) disciplines like Social and programmatic often don't have basic understanding of strategic marketing principles.
ID Comms published a report into Global Media Training last year, you can download the report for free here.