Natalie Mortimer
Dec 18, 2019

How a media planner's job has changed in a decade

Three media planners in Australia tell Campaign they're more responsive, contributing more to business outcomes than at the start of the 2010s.

The media landscape has changed drastically since 2010. Each year since has brought with it a new mix of consumer behaviour, media preferences and tech trends. That, coupled with the ubiquitous availability of data and the advent of increasingly sophisticated technology, means that what’s possible in media planning and buying and importantly measurement, has impacted the way media planners carry out their roles.

So just what kind of changes has the industry encountered

...

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