Leveraging B2B Knowledge Resources: Advertisers vs. Agency Professionals. The Myers Report (July 2024 Survey)

Key Differences Between Advertisers and Agency ProfessionalsInternal Company Knowledge Hub UsageAgency professionals 54 rely more heavily on internal knowledge hubs compared to advertisersbrand marketers 40National media planning agencies 58 exhibit the highest reliance on internal hubs showcasing the structured informationsharing frameworks available within larger agenciesDataAnalytics specialists 49 also demonstrate strong use of internal hubs indicating the importance of proprietary insights for their workInsight Advertisers may have less access to comprehensive internal knowledge systems than agencies possibly due to smaller team sizes or decentralized operations This gap presents an opportunity for advertisers and the ANA to invest in communicating the availability of knowledgesharing platformsBroad Search Engine UtilizationBoth advertisers 49 and agency professionals 51 depend heavily on search engines such as Google and Bing for researchNotably dataanalytics specialists 58 and fullservice agencies 54 demonstrate higher use of search engines highlighting the need for quick and diverse access to information across various specialtiesInsight Search engines remain a foundational resource across the ecosystem professionals with a focus on analytics or broader service delivery are especially reliant on external easily accessible resourcesTrade Media PublicationsWebsitesAgency professionals 40 access trade publications covering their business interests slightly more than advertisers 37National media planning agencies 43 lead in trade publication usage likely due to their need for detailed industry knowledgeDataanalytics specialists 28 report the lowest usage suggesting potential barriers to accessing these resources or lower perceived relevance to their rolesRecommendation Agencies and trade bodies should work collaboratively to reduce barriers to advertising trade publication access especially for professionals with a focus on data analytics Initiatives like free trials or group access programs could improve engagement with industryspecific mediaGenerative AI Tools AdoptionAdvertisers and dataanalytics specialists 34 demonstrate the highest engagement with AI subscriptions such as ChatGPT and Midjourney compared to the agency average 29National and local media planning agencies 2529 report slightly lower adoption of AI toolsInsight Advertisers may be quicker to adopt AI tools for ideation content creation and research automation while agencies are still integrating these technologies into their workflowsVendorSupplier AssistanceAgencies 33 are more likely to rely on vendors and suppliers for gathering information compared to advertisers 24National media planning agencies 37 report the highest reliance on vendor support reflecting their extensive partnerships with media platforms and technology providersRecommendation Vendors and suppliers should consider developing more collaborative learning programs specifically tailored to advertisers to bridge the resource gap and foster stronger relationshipsOnDemand Learning Platforms and ConferencesAdvertisers 39 report higher attendance at conferences and workshops than agencies 2325 suggesting a stronger preference for realtime inperson learningOndemand advertising industry learning hubs 28 have similar adoption rates between advertisers and agenciesRecommendation The advertising ecosystem should invest in hybrid models combining inperson events with ondemand contentamp8212to ensure professionals across both segments can learn efficientlyAccess to ExpertsFullservice agencies 27 and advertisers 25 have higher access to external experts compared to national media planning agencies 22Access to experts is lower overall indicating an underutilized opportunity to connect with thought leaders and specialists outside the organizationImplications for IndustryWide InvestmentsTailoring Knowledge Resources for Different RolesAdvertisers and dataanalytics specialists require easier access to trade publications and ondemand learning hubs Creating customized industry portals with resources aligned to different professional needs will ensure that all segments can access the insights required to perform effectivelyAI Tools and External Expertise IntegrationAdvertisers are leading in the adoption of AI tools Agencies should follow this trend by integrating AI more deeply into content creation media planning and data analytics workflowsExpanding mentorship programs that include external experts can complement internal learning and ensure professionals have access to diverse perspectivesIncentivizing Conference Participation Across the EcosystemAgencies report lower participation in conferences and workshops compared to advertisers Incentivizing agency professionals to engage with inperson events through travel stipends partnerships or hybrid options could promote knowledge sharing across the ecosystemThe comparative analysis of advertisers and agency professionals reveals distinct differences in resource preferences and usage patterns Advertisers tend to lead in AI adoption and conference attendance while agencies particularly national media planning agencies excel in internal knowledge sharing and trade publication usage However the underutilization of experts AI tools and industry search engines suggests opportunities for industry stakeholders to align learning strategies with evolving professional needsBy fostering collaboration between advertisers agencies and vendors the industry can bridge resource gaps and ensure all professionals have access to the tools and expertise needed to stay competitive Additionally expanding access to trade publications and investing in hybrid learning models will enable both advertisers and agency professionals to thrive in an increasingly complex fastchanging advertising landscape

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Leveraging B2B Knowledge Resources: Advertisers vs. Agency Professionals. The Myers Report (July 2024 Survey)

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