How the job of a media planner has changed

Twenty years ago, planning a media campaign looked very different from today. Digital was mainly an afterthought, as print and OOH accounted for 80% of advertising, and bookings were confirmed via fax.

Since then, we’ve seen the emergence of new channels such as social media and mobile, and audience targeting and measuring campaign performance has become a lot more granular with the availability of marketing technology platforms.  

Fundamental Media and Sonar, Fundamental Group’s creative solutions business, have developed an interactive infographic to explore how the job of a media planner has evolved. As we move into 2025 and towards the end of this decade, we also take a look at the new technologies that are on the horizon.

Have a look on our dedicated infographic page.