Point of view: Media's new art
Joe MandeseMediaPost
There are two important new themes that are beginning to influence how agencies plan and buy media. One is called ‘real-time planning’ and the other is ‘human experience planning.’ They both have the potential to transform the way advertising is bought and sold. And both of them, more or less, contradict each other.
Real-time planning is having the biggest impact right now. It isn't entirely new, but is part of a broader trend across industries that are compressing the time between planning and implementation in business strategies and outcomes. The manufacturing...