The legacy television advertising media industry has been disrupted by the advance of YouTube, TikTok and social media; streaming video; procurement-led buyer/seller disintermediation; commerce media expansion by Amazon, Walmart, Kroger and other retailers; and the collapse of traditional trade communications and networking events as effective business-building tools. Demand for advertising inventory exceeded supply from its earliest days of local newspaper publishing to the heyday of network television in the 1990s. Advertising sales and marketing evolved as a relationship-dependent business, requiring minimal B2B marketing investments, and fostering a non-diverse workforce built on nepotism and requiring little ongoing education. Today, industry realities have dramatically shifted, with continuing transformation on the near and far-term horizon.
Driving Ad Sales Growth Through Innovation in B2B Marketing and Workforce Education
