More than a third of U.S. ad executives -- both advertisers and agency media executives -- plan to leave their current jobs within the next two years, and many attribute it to the increasing complexity and lack of training and support they receive from their current organization. That's one of the main findings of a survey fielded by Advertiser Perceptions for Basis Technologies (formerly Centro) in October.
The study -- which shows 38% of advertiser and agency execs plan to leave their current jobs within two years -- comes as the ad industry is experiencing one of its greatest labor and talent crunches ever, as part of the so-called "Great Resignation" triggered by lifestyle and soul-searching changes sparked by the ongoing COVID-19 pandemic.
While the study does not explicitly address how those macro events have impacted ad industry executive job satisfaction -- and how much of it might be attributable to ongoing systemic problems of educating, training and providing resources and support in a rapidly-evolving and increasingly complex industry -- it does show that training, especially as it relates to technological change, is among the lowest satisfaction factors cited by industry executives (see chart below).
“Complexity in our digital media ecosystem is straining marketing teams, who are challenged with cobbling together disparate, point solutions to buy across the broad spectrum of media outlets with their own unique specifications and pricing methodologies," Basis Technologies President Tyler Kelly states of the study's findings, which he characterizes as a new "benchmark" for the ad industry.