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Adobe Digital Insights Programmatic Training

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Adobe Digital Insights surveyed 400 programmatic media professionals about their training experiences. The results make clear that great training is a major driver of positive results from programmatic media. Nonetheless, many brand advertisers in the US and UK are dissatisfied with the training they get. And while many different things go into a quality training experience, these data show that live, in-person training is what most brands prefer and get the most value out of.

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Adobe Digital Insights Programmatic Training

  1. 1. PROGRAMMATIC TRAINING Programmatic media has a training gap that needs to be closed. JULY 2017
  2. 2. Brands are not very satisfied with training: Less than one quarter of brands report being “very satisfied” with the training they have gotten. Many are unlikely to recommend training to new hires. Lots of Time for Little Satisfaction: Many respondents had taken more than 3 classes and spend 5 or more hours in them. Methodology Between May 30th and June 5th, we talked to more than 400 people in the United States (US) and more than 200 people in the United Kingdom (UK) who are decision-makers for placement of TV or digital media marketing; *: n<50 Glossary PTV: Programmatic Television; First-Party Data: proprietary data owned by the advertiser PROGRAMMATIC TRAINING Practitioners are dissatisfied with training
  3. 3. Formal Training Matters: Brands see formal training as highly relevant to the work they do every day. People Want their Training from People: In-person and live training are the top ways that people want to be trained Methodology Between May 30th and June 5th, we talked to more than 400 people in the United States (US) and more than 200 people in the United Kingdom (UK) who are decision-makers for placement of TV or digital media marketing; *: n<50 Glossary PTV: Programmatic Television; First-Party Data: proprietary data owned by the advertiser PROGRAMMATIC TRAINING Formal training is the (missing) solution
  4. 4. People With Good Training Likely to Invest More: Media decision makers with good training experiences were much more likely to plan to increase programmatic TV spending. Good Training Experiences Lead to Better Programmatic TV Effectiveness: People who are very satisfied with PTV training are much more likely to see PTV as extremely effective. Methodology Between May 30th and June 5th, we talked to more than 400 people in the United States (US) and more than 200 people in the United Kingdom (UK) who are decision-makers for placement of TV or digital media marketing; *: n<50 Glossary PTV: Programmatic Television; First-Party Data: proprietary data owned by the advertiser PROGRAMMATIC TRAINING Training and investment go hand-in-hand
  5. 5. In-person and online certification are best: People who were very satisfied with training were far more likely to have been trained in person or via an online certification course. DIY is not enough: People who are self- taught or learn “on the job” are much more likely to be, at best, somewhat satisfied with their training. Methodology Between May 30th and June 5th, we talked to more than 400 people in the United States (US) and more than 200 people in the United Kingdom (UK) who are decision-makers for placement of TV or digital media marketing; *: n<50 Glossary PTV: Programmatic Television; First-Party Data: proprietary data owned by the advertiser PROGRAMMATIC TRAINING How training happens matters

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