• Comunicar 58: Digital media and learning: Emergent forms of participation and social transformation
  • Comunicar 57: Artivism: Art and Social Engagement in a Digital World
  • Comunicar 56: Cyberbullying: the threat without a face
  • Comunicar 55: The Media Sphere. Controversies in Public Life
  • Comunicar 54: Shared Science and Knowledge. Open Access, Technology and Education
  • Comunicar 53: Critical Citizenship and Social Empowerment in the Emerging Cybersociety
  • Comunicar 52: The Social Brain and Connective Intelligence
  • Comunicar 51: E-Innovation in Higher Education
  • Comunicar 50: Technologies and Second Languages
  • Comunicar 49: Media Education around the World: Curriculum and Citizenship


    The increase in online audience and the development of Big Data in organizations modify the media planning activity and, consequently, the profile of the planner. Following the digital expansion, more information has become available to perform this task, but also, more complexity is observed in the work processes and in their agents’ structures. This paper analyzes the changes produced in the management of the media planner within the digital society. Through triangular research, comprising quantitative and qualitative methods, including a questionnaire that was administered to 140 media planners, and 5 interviews conducted with agency experts we examine the variations that have occurred in this professional role in terms of knowledge, the tools used and the skills they have had to maintain or update. It is noted that the adaptation to the digital context has required a substantial change in their work mechanics, the integration of off- and online strategies and digital specialization. Furthermore, with the help of current technology, immediate actions and reviews are implemented. Consequently, the media expert activity requires mastery of digital media planning tools, greater doses of innovation, analysis, business acumen and the ability to work effectively in multidisciplinary teams for multimedia environments.


    This article has been read 1009 times




    grupocomunicar.com Google Play Grupo Comunicar Grupo Comunicar Mail Mail

    Esta web utiliza cookies para obtener datos estadísticos de la navegación de sus usuarios. Si continúas navegando consideramos que aceptas su uso. Más información X Cerrar