Programmatic, changing consumers and viewability: Future challenges for media planners and media agencies

This event report looks at some of the major challenges facing media planners, including the role of programmatic buying, the viewability of digital advertising and the ever-changing media habits of consumers.

Programmatic, changing consumers and viewability: Future challenges for media planners and media agencies

Joseph CliftWarc

Overall adspend in the UK is set to increase at a rate of +5.5% this year, according to Warc's own data. And, within that total, internet spending will be the fastest-growing segment.

But media agencies, who are responsible for buying much of that advertising, are facing significant questions over their role in this fast-growth sector. The rise of programmatic media buyinghas been disruptive, leading to questions over the role of the media planner. And the associated issues of viewability and...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands