Media has arguably changed more in the past decade than it did in the previous five.
Ten years ago, Hulu didn’t exist, Facebook had just 5.5 million users, TV shows weren’t available online, and the iPhone was a year from debuting.
It’s a lot to keep up with, and changes keep coming. Little wonder media planners and buyers are feeling a bit overwhelmed.
Heading into 2016, all these changes are on their minds. They say increasing media fragmentation will be their biggest concern this year, according to a recent Media Life survey asking readers to offer predictions for 2016.
Just how important is media fragmentation to media buyers and planners? It was the answer chosen by more than half of respondents, at 55 percent.
No other choice received more than 15 percent of votes.
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