The shape of things to come

Luca Allam looks forward to a future where planners target both humans and machines For several decades now, the media planning discipline has been preoccupied with the question of ‘where’. The role of the media planner has been to seek out the most relevant opportunities to reach an advertiser’s target audience through paid media. Therefore, their role, skills, training and toolsets were designed to identify and buy advertising inventory around the content that best captured these target audiences’ attention. The nature of the planner’s role today may be fairly similar today but the skills have certainly changed. Today, consumer behaviour is evolving faster than ever and the onus on the agency and media planner has evolved accordingly. The rapid growth of digital has placed it in the inner circle. It…

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