Media Planner

Media and Digital

Significant Impact of AI on the Job

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level of automation


Our comments:

The media planner can leverage AI-based tools to enhance the efficiency and precision of their analyses and recommendations. AI can facilitate the identification of target audiences through advanced data analysis and predictive modeling. It can also help determine the best platforms or time slots for campaign broadcasting.

Additionally, AI-based tools for real-time campaign tracking and optimization can provide accurate feedback, enabling quick adjustments to the media plan.

However, the ability to interpret trends, provide strategic insights, and adapt to changing brand requirements remains essentially human skills in this field.

This section reviews the 3 main tasks associated with the job studied and assesses the potential level of automation induced by AI ('AI Automation Impact').
The modeling uses 8 criteria detailed on the 'Methodology' page.
Tasks AI Automation Impact
Analyze the communication targets and objectives of a campaign Significant
Design the optimal media plan to achieve these objectives Moderate
Monitor and optimize the media plan throughout its implementation High
Through our research, we have identified two pivotal categories of skills that will be impacted by AI-driven automation :
  • 'At-risk skills,' which are likely to become obsolete due to their susceptibility to automation
  • 'Future-proof skills', which are projected to retain their value and resist automation, thereby ensuring their relevance in the forthcoming job market.
Let's have a look at the future of your skills for this job :
At-risk Skills
Manual Negotiation of Advertising Spaces The automation of purchases via platforms reduces the need for direct negotiations.
Campaign Proposal Drafting Automated platforms standardize and simplify these proposals, making this skill less central
Future-proof Skills
Measurement and Analysis of Performance The ability to measure the impact of advertising campaigns in real time is increasingly important. Media planners will need to develop skills to accurately and transparently evaluate Return on Investment (ROI). .
Personalization & Integration of Channels Consumers increasingly expect personalized advertisements. Media planners will need to work on strategies that take into account individual consumer preferences and online behaviors

How does AI impact this job type ?
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