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

Key Differences Between Advertisers and Agency Professionals

1. Internal Company Knowledge Hub Usage:
   • Agency professionals (54%) rely more heavily on internal knowledge hubs compared to advertisers/brand marketers (40%).
   • National media planning agencies (58%) exhibit the highest reliance on internal hubs, showcasing the structured information-sharing frameworks available within larger agencies.
   • Data/Analytics specialists (49%) also demonstrate strong use of internal hubs, indicating the importance of proprietary insights for their work.

Insight: 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 knowledge-sharing platforms.

2. Broad Search Engine Utilization:
   • Both advertisers (49%) and agency professionals (51%) depend heavily on search engines such as Google and Bing for research.
   • Notably, data/analytics specialists (58%) and full-service agencies (54%) demonstrate higher use of search engines, highlighting the need for quick and diverse access to information across various specialties.

Insight: 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 resources.

3. Trade Media Publications/Websites:
   • Agency professionals (40%) access trade publications covering their business interests slightly more than advertisers (37%).
   • National media planning agencies (43%) lead in trade publication usage, likely due to their need for detailed industry knowledge.
   • Data/analytics specialists (28%) report the lowest usage, suggesting potential barriers to accessing these resources or lower perceived relevance to their roles.

Recommendation: 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 industry-specific media.

4. Generative AI Tools Adoption:
   • Advertisers and data/analytics specialists (34%) demonstrate the highest engagement with AI subscriptions, such as ChatGPT and Midjourney, compared to the agency average (29%).
   • National and local media planning agencies (25-29%) report slightly lower adoption of AI tools.

Insight: Advertisers may be quicker to adopt AI tools for ideation, content creation, and research automation, while agencies are still integrating these technologies into their workflows.

5. Vendor/Supplier Assistance:
   • Agencies (33%) are more likely to rely on vendors and suppliers for gathering information compared to advertisers (24%).
   • National media planning agencies (37%) report the highest reliance on vendor support, reflecting their extensive partnerships with media platforms and technology providers.

Recommendation: Vendors and suppliers should consider developing more collaborative learning programs specifically tailored to advertisers to bridge the resource gap and foster stronger relationships.

6. On-Demand Learning Platforms and Conferences:
   • Advertisers (39%) report higher attendance at conferences and workshops than agencies (23-25%), suggesting a stronger preference for real-time, in-person learning.
   • On-demand advertising industry learning hubs (28%) have similar adoption rates between advertisers and agencies.

Recommendation: The advertising ecosystem should invest in hybrid models -- combining in-person events with on-demand content—to ensure professionals across both segments can learn efficiently.

7. Access to Experts:
   • Full-service agencies (27%) and advertisers (25%) have higher access to external experts compared to national media planning agencies (22%).
   • Access to experts is lower overall, indicating an underutilized opportunity to connect with thought leaders and specialists outside the organization.

Implications for Industry-Wide Investments

1. Tailoring Knowledge Resources for Different Roles:
   • Advertisers and data/analytics specialists require easier access to trade publications and on-demand 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 effectively.
2. AI Tools and External Expertise Integration:
   • Advertisers 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 workflows.
   • Expanding mentorship programs that include external experts can complement internal learning and ensure professionals have access to diverse perspectives.
3. Incentivizing Conference Participation Across the Ecosystem:
   • Agencies report lower participation in conferences and workshops compared to advertisers. Incentivizing agency professionals to engage with in-person events -- through travel stipends, partnerships, or hybrid options -- could promote knowledge sharing across the ecosystem.

The 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 needs.

By 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, fast-changing advertising landscape.