Once controversial, the adoption of automated, data-driven buying of advertising is now so mainstream it is often taken for granted. Over 70 percent of digital video ad budgets and over 80 percent of display ads are forecasted to be bought through automated channels this year. Traditional TV advertising bought through automated software is expected to eclipse $3 billion in 2017, and double in 2018 to $6 billion.
Given the rapid rate of change, the skillsets required for modern media planning, buying and execution are much different today than they were even five years ago. Even creative jobs — traditionally the bastion of designers and art directors — are becoming more data-driven according to Adobe Digital Insight’s latest Advertising Report, which found that nearly one-third (32 percent) of creative job listings require data and technology skills.
As a result, it’s becoming mission-critical for marketers to adapt, train, and cultivate the next generation of advertising talent — particularly as industry hiring is expected to outpace the labor market overall. Every role — from CEO down to an entry-level media planner — now demands new expertise, and marketers need a partner that is committed to helping them succeed in a fluid industry.
To that end, Adobe Advertising Cloud is proud today to announce the launch of Adobe Advertising Academy.
Adobe Advertising Academy is an immersive, free training program that provides marketers with both certified technical training as well as a broader strategic understanding of industry developments and current events that are necessary to excel in today’s evolving market.
Adobe Advertising Academy pushes the boundaries of traditional, platform-specific training programs by utilizing insights from all of Adobe. New courses on creative strategy, sophisticated ROI analysis, hiring and presentation skills are designed to arm marketers to succeed in a broader context.
Adobe Advertising Academy is associated with Adobe Digital Learning Services, Experience Cloud learning programs. Adobe Advertising Academy builds on an earlier, award-winning program launched at TubeMogul, which Adobe acquired in December of 2016. At launch, Adobe Advertising Academy has already trained over 1,000 marketers across North America, EMEA and APAC including Adidas, BRP, Clorox, Heineken, L’Oréal and Walmart.
Clients that successfully completed Adobe Advertising Academy’s inaugural session include Diageo, The Prosper Group and Universal Music Group.
“While we’re incredibly proud of our industry-leading platform, we’re even more proud of our client services and learning and development teams that have armed our clients with the knowledge they need to succeed,” said Brett Wilson, VP, GM of Adobe Advertising Cloud. “Adobe Advertising Academy builds on that legacy by offering a rigorous program taught by experts covering the whole industry — all in a setting that encourages sharing best-practices with industry peers.”
“Adobe Advertising Academy is the gold standard in digital marketing education programs,” said Andrew Finnan, director of accounts, The Prosper Group. “The overview of current market trends and the ability to network with other leading advertisers yielded valuable insights that will drive real results for our clients.”
Enrollment in Adobe Advertising Academy will be included in the new client activation process at no additional cost for qualified customers. In addition to the hands-on product training and industry overview, Adobe Advertising Academy’s other new curriculum includes:
- Social 201 – Optimizing for branding or performance
- Display 201 – Optimizing for branding or performance
- Getting the Most Out Of Your Data
- Vertical-custom tracks for clients with experience in the following industries: Retail, Finance, Auto, CPG, Entertainment and Health/Pharmaceutical
Post-graduation, Adobe Advertising Academy also offers opportunities for continued enrichment. These include:
- Product and industry sessions via web conference to accommodate busy schedules
- Invitations to stream Ad-Nauseum, a guest speaker series with top industry experts
- Annual certification renewal via online exams
Michelle Chen is Head of Training, Adobe Advertising Cloud