Media Planning Toolkit: Planning for real-time

This article provides guidelines for planning in real-time, in order to create a state of readiness that allows for 'planned spontaneity'.

Media Planning Toolkit: Planning for real-time

Tony ReaganBrand Performance

The drivers of planning in real-time have accelerated. Currently, flows of real-time data are creating opportunities for brands that are geared up to exploit them. But the secret...