Digital media sales is a great business to be in at the moment. Interactive advertising revenue in the U.S. regularly goes up by double digits year over year. Advertising is the standard means of monetizing digital content, and all content is becoming digital. It's easy to make money selling digital advertising—but that's actually a really big problem.
The 2012 Interactive Advertising Bureau Interactive Ad IQ Survey demonstrated that industry professionals aren't comfortable articulating the value of digital media platforms. Eighty percent of respondents said understanding the value of online video was important, but nearly 20% weren't comfortable articulating its value in an overall media mix. For search, a classic, 35% of respondents expressed a lack of comfort. If we don't pause for regular training, we won't be able to articulate the value of our ever-evolving and advancing media to marketers; and if we can't communicate value, we can only sell on price. 