Media planners have lots of industry contacts. We can set up negotiations, create relationships, and bring opportunities to our clients that they may not even know exist. Most of the arrangements listed above don't make sense unless they are evaluated in similar fashion to evaluating a media proposal. Cost, demographics, psychographics, audience composition, coverage and content synergy are all relevant. I'm not saying that interactive media is dead.
Banners still work.
Text links still work. Rich media rocks. And sponsorships are ramping. What I'm saying is that there are alternatives to online media campaigns that can be more efficient in some cases. Planners have a responsibility to know when to recommend a media campaign to a client and when to entertain other ideas.