Thomas,
this is very technical question and your audience need to be media buying I guess! I did lots of studies for the media agencies and hence I have clue over where is your question coming from.
The media sector have started as one 40 years back and planning and buying / creative was all one experience in all. However, technology have entered the zone of media and most clients started to demand ROI and measured campaigns in terms of performance and result.
this have lead to more specific specialists in Art and innovative areas / Digital Advertising / Outdoor boards and banners / Radio / TV / Newspapers and Magazines and finally social media. without having segmented media specialists, the industry are not going to have competition nor healthy growth. Media is the most expensive element to any business after labor. hence the agencies started to segment the media packages to focus in special area and became strong in one rather than all.
in my opinion, from performance management of media campaigns, YES; the segmentation of media does help the advertising industry big time and therefore keeping the workforce healthy and expensive among professional costing of labor services. just take Market Research for example and see the salary of Key Account Director vs. Media planning similar role, over 30-50% difference in the salary will be paid in the media even though both candidates will be of Marketing Graduates.. I hope that helps..
