Fragmentation forces media planners to rethink the founding principles of their craft

Richard Kirk

Zenith UK are proposing ‘right reach’ as a more likely indicator of business impact.

There has never been a better time to be a media planner. A skillset that looked like it might be automated into extinction five years ago is now highly sought after by advertisers, who are struggling to navigate the media landscape as we move into a post-COVID era.

Increasing complexity in media is being driven entirely by the rapid fragmentation of the public’s media consumption. Since 2010 we’ve seen the monolithic channels of the twentieth century broken down as (for good or ill) a plethora of new publishers and platforms have rushed to build out their own audiences.

TV became...

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