Are media buyer and planner responsibilities beginning to change given the digital world?
How? The digital world demands that large volumes of data be processed – and decisions made – in a very short period of time. The ultimate extension of this is to automate real-time investment decisions using ad exchanges and DSPs. This doesn’t necessarily detract from the role of planners, since they need to both interrogate the results from automated investment decisions and – more importantly – set the strategy for digital activity. This requires an appreciation of all digital channels and how they integrate with other strands of comms activity. Successful planners in the future will need to both set the comms strategy and know how to deploy technology to help achieve this. Understanding how to get the most out of increasingly diverse and complicated digital channels will be the key. Can you share any upcoming, big trends in digital media that you will be keeping in front of for clients? As digital fragments (in terms of both channels and devices), there is a real need to form comms
