Let us discuss the Future of the Media Planner.
The Media Planner has always had to be able to connect with the experiences and needs of its target audience. In the future I think this will not change, but the level of closeness with the audience will increase. The experiences and needs will merge and expand but the way the consumer processes information is still similar to McGuire’s model.
With the aid of machine automation in the media research and planning scene, I think the Media Planner will have a partner and not an enemy in the future. By having machines doing what we think as repetitive will leave us more time to reflect on how this information will affect the target audience.
Having more aid from machines, in my opinion, will have a positive outcome in the quality of the work presented to the target audience. Perhaps we will need more tech expertise but if the data is available why not use it in our best interest?
To better reach the audience we will have to go through all the data already harvested. Data management, data processing and finally data activation. This means that the Media Planner already has many insights of what the future of its audience will look like. But this is coded in data that needs to be activated to a specific purpose and then activated into a plan.
How do you think will be the future of the Media Planner? Will he/she be replaced by data or will he/she use data to thrive and discover newgrounds?
Read more about advertising and the Media Planner in Advertising Media Planning by Jack Zanville Sissors; Roger B. Baron and The media handbook by Hele E. Katz.
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