Media planning in the digital age

Jim Marshall
Aegis Media

In the last 10 years or so the way that people consume media and advertising has fundamentally changed. The internet and digital technology have changed everything, even the way that people live their lives. In the past, the challenge for the media planner was to design a media strategy and construct a media plan normally around a pre-determined creative approach, a pre-set budget and a target audience that could be found reasonably easily (and in some abundance) in a single or limited number of media channels. Today, not only has the world of media become a far more complex environment as the media channels have expanded, fragmented and merged, but also the definition of a media channel has expanded to such a degree that the industry has created a number of new categories: it now talks about the media in terms of 'bought, owned and earned media'.