©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.
For 100 years or more, the media planning discipline has been preoccupied with the question of “where.” The role of the media planner was to seek out the most relevant opportunities to reach an advertiser’s target audience through paid media. Thus, the skills, training and tool sets that drove media planning focused on finding and buying content to attract those audiences. But in a marketing landscape increasingly dominated by technology and data, knowing where to run relevant advertising is no longer an adequate solution.
Effective media planning also needs to address how to run relevant advertising, and what technological and data strategy is required to deliver a relevant, targeted ad to the right audience with minimal waste.