Planners and strategists a have front row seat when it comes to knowing what advertisers need in an evolving media business. Broadcasting & Cable’s selected a panel of key executives and took a deeper look at what’s happening in the media and advertising business.
Media planners and strategists make the big calls on the best way for advertisers to reach their target audiences. Their jobs have become more complicated as technology has given consumers more choices in where and how to view content, as well as the ability to skip commercials they don’t want to watch.
The technology has also created opportunities to reach consumers in a more targeted way as research and other tools have improved.