Forget the algorithm: Why media planning is more important than ever
by Joe Kowan, EVP strategy and product, Media iQ
Read the complete article here.
Media planners were once the heart of the creative agency. They negotiated prime real estate, crafted brilliant strategies, and could make or break a campaign with the right reach, exposure and targeting savvy. But this is the age of the algorithm, and the programmatic revolution has transformed how ads–at least online –find their way in front of consumers.
But woe to the advertiser who leaves it all to machine learning. The fact is, the human side of media planning is just as vital as ever to the success of a campaign – it just demands a completely different toolbox and timeframe than in the past.