What action should a digital planner/buyer take if changes in industry technology may impact future campaigns?

In the context of digital media planning and buying, when changes in industry technology arise, it is crucial for a digital planner or buyer to be proactive in addressing these shifts. Writing and sharing a point of view (POV) with stakeholders serves as an essential communication strategy. This action allows the planner to articulate the implications of the new technology on current and future campaigns, ensuring that all relevant parties understand its potential impact.

Developing a POV fosters transparency and collaboration among team members and stakeholders, promoting informed decision-making. It allows the planner to not only highlight the challenges that might emerge due to the technological advancements but also to identify opportunities for leveraging new tools or methodologies to improve campaign effectiveness. By doing so, the planner can set the stage for strategic adjustments in campaign planning and execution, align team efforts, and prepare stakeholders for necessary adaptations.

This approach is vital because the digital media landscape is continuously evolving, and staying ahead of technology trends can significantly affect a campaign's success. By actively engaging with stakeholders through a well-structured POV, the planner enhances overall campaign resilience and adaptability in the face of innovation.