Ad Industry Could Face Talent Shortage, Says New IAB Chair Wiener

The Interactive Advertising Bureau names a new chair each year. This year, the IAB appointed Lauren Wiener, president of buyer platforms at video advertising company Tremor Video.

The news kicked off the IAB Leadership meeting in Palm Desert, California, where executives gathered to talk about where the next $50 billion in advertising will come from -- this year's theme.

Wiener takes the reins from CBS Interactive CRO David Morris. Jim Norton, global head of Media Sales at AOL, takes the position of vice chair, which was formerly held by Wiener.

During her opening remarks, Wiener said that political campaigns will take addressable TV from $500 million in 2015 to more than $1 billion in 2016. She added that overall growth and revenue will come from respecting the wishes of consumers, along with their time, intelligence and privacy.

The political agenda in 2016 will also drive ad spending up. According to the IAB, more than one third, or 35%, of registered voters in the current election period look to digital as the most important channel to get information on political candidates. This group is more likely to be react to an online political ad by taking action, at 71% versus 53% total. They are also more likely to stream political debates (at 30% versus 20% total) and to vote in the primary elections (at 90% versus 85% total).



While industry growth signals good news, the bad news is a major talent shortage across the board, she told attendees, estimating the need for about 10,000 candidates to fill new job spaces in the next few years.

IAB President and CEO Randall Rothenberg told attendees that this year's leadership meeting will become "a more intimate gathering." Most who signed up have managed to find their way to the sunny West Coast.

Bad weather in the East did stop Oracle CEO Larry Ellison from delivering the opening keynote, but Rothenberg says he will speak on Monday.

4 comments about "Ad Industry Could Face Talent Shortage, Says New IAB Chair Wiener".
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  1. Virginia Suhr from Lobo & Petrocine Marketing, January 25, 2016 at 10:48 a.m.

    There are many talented advertising people who have been pushed out of the industry as they have gotten older.  At a recent meeting with a digital company, we asked what the average age of an employee was - 28.  In addition to bringing in young new talent and it would be great if the ad industry nurtured and trained its seasoned professionals for digital. It's not that far of a leap if the person has been keeping up with changes over the last 10-15 years. 

    Advertising has always been an industry for the young, but it doesn't have to be.  Gen-Z, Millennials, Gen-X and Baby Boomers all have something good to bring to the table.  Embrace the differences and use them to develop a strong talent pool.

  2. Henry Blaufox from Dragon360, January 25, 2016 at 10:55 a.m.

    Personnel (talent) shortages are usually mitigated by exchanging the right amount of monetary compensation for labor. That typically means the buyer of the talent pays more until market clearing is reached. When advanced skills are needed from the labor provider, the buyer should look beyond the entry levels to find the optimal talent. This expands the pool of potential providers.

    In otherb words, if this is important enough, pay more senior people from outside the industry entry points to make it worthwhile for them to do the work. They will gain income, and the industry will gain valuable experience and insights from the new knowledge base.

  3. Laurie Sullivan from lauriesullivan, January 26, 2016 at 1:29 p.m.

    Viginia, Henry: I wish there was a like button to share my sentiment on your comments.  :)

  4. Judy Mowatt from Freelance Media Buyer replied, January 28, 2016 at 1:12 p.m.

    Virginia, Henry - I agree! 

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