MFA launches new TV advertising training program to meet the changing trading environment
In response to the rapidly changing nature of TV advertising, the Media Federation of Australia (MFA) has launched MFA Television Foundations to ensure member agencies are prepared for upcoming changes in the way TV is traded.
MFA Television Foundations is an industry recognised training program that sets a standardised benchmark for television media buying proficiency. Its aim is to support MFA agency members with the necessary training required by the increasing complexity of TV trading.
Running over 10 weeks, MFA Television Foundations will cover the ins and outs of TV planning and trading; factors influencing the cost of TV; evaluation, measurement and reporting; and BVOD.
The format of the program follows the popular MFA Digital Foundations, which in less than three years since its introduction has upskilled more than 1,800 people, or 49% of all media agency personnel across all levels of seniority, with an 88% pass rate across 34 exams.
MFA Television Foundations will run twice a year, with the first 2020 semester kicking off on 13 July. The 2020 Spring semester will launch in September.
The content was collaboratively developed and tested by all MFA member agencies, with additional support from ThinkTV, with each week’s online video lessons delivered by experienced TV traders from MFA member agencies.
Just like MFA Digital Foundations, the new certification program has been designed for all levels but is particularly helpful for media agency staff, marketers and televisions sales teams with less than two years’ experience. At the end of the 10-week semester, participants sit a closed-book exam and are awarded certification if they pass (a score of 80% or above).