THE MEDIA PLANNER OF THE FUTURE
The programmatic market in the US has gone up to close to 45% of digital ad spends. In India, it still hovers around 7-10%, with many saying it will go up to 15% by 2018. While experts say programmatic will see the fastest growth in the coming years, the question that increased reliance on data, automation and artificial intelligence raises is, will the role of a media planner be significantly reduced or become redundant in the near future? Media agencies are looking at it from a different vantage point.
Shamsuddin Jasani, MD, Isobar India is quick to point out all the manual work that programmatic will help get rid of.
“We need to upgrade the people that we already have, and that is our investment. Regular, mundane functions like reporting will be the first things to go away. Planners will simply need to specify the kind of audience they want to buy in real-time. Programmatic and automation is going to be a combination of good and bad. Bad, because the regular jobs are going to go, but at the same time, it will also push people to gain more knowledge and go up the curve.”
Projjol Banerjea, Co-founder and Chief Product Officer, Zeotap believes that the biggest advantage of the use of programmatic is that it will help get rid of middlemen. “Digital has got a bad name in the advertising world due to the presence of not-so-transparent players in both the supply and the demand side. With the proliferation of programmatic,