Advertisers are still failing to invest enough in media training, according to new research from media and advertising consultant ID Comms.
Some 71% of respondents to a survey by the firm rated levels of investment in media training unsatisfactory or entirely unsatisfactory.
The survey polled 150 marketing, media and agency executives and formed the basis for the "ID Comms 2019 Global Media Training Report." Marketer respondents represented brands with a combined global media investment in excess of $20 billion.
One result of this failure to invest in training is that brands continue to lack the skills to make media more accountable and thus maximize its value to their businesses. Nearly half of advertisers think current capabilities and skills are unsatisfactory when it comes to making media more accountable. For advertisers' media specialists, that figure rises to 60%.
Among agency respondents, the key concern was that lack of training often deprives advertisers of the ability to follow good media management practices, with 43% rating this as either unsatisfactory or entirely unsatisfactory.
Respondents to the survey blame continued under-investment in media training primarily on a lack of adequate time and available budget, with 30% citing time and 27% citing budget.
“What’s most worrying about these findings is that investment in media training has not been prioritized since we last conducted the same research back in 2016,” said ID Comms consultant Susy Pyzer-Knapp. “Despite all the concern about the need to make media more accountable in recent years, many brands have not seen fit to invest in the skills that will help them achieve that goal,” she added.
“It contradicts the fact that 99% of respondents agree that brands can gain a competitive advantage in marketing by investing in training that raises their media capabilities.”
Roughly half or more of survey respondents indicated that instruction for KPI setting, briefing and evaluating agency work and determining media ROI are particularly important areas of know-how. Less important areas for training were reported to be market trends, running media pitches, and how agencies work.
“Unless media capabilities are raised, it will remain difficult for media to be seen as a key lever for growth,” concluded Pyzer-Knapp. “This has hindered progress we would have expected to see since 2016.”