Media planning is the process of strategically selecting a mix of media platforms to place ads over a period of time in order to achieve an advertiser’s campaign goals.
There are several steps to a media plan:
We are determining how, when, where, and why your business will share media content with your target audience. The process includes deciding what media will be shared via different channels and platforms to boost reach, engagements, conversions, ROI, and more.
Deciding which media channels and platforms, you’ll share your content your targeted audience
Determining the timing and frequency of the media and content you publish and share
We will look at current trends and identify and remove duplicate content. Having fresh and relevant content is a crucial factor for ranking.
Keeping up with the latest media trends and technology
Sticking to your budget as you work to create, publish, and share high-quality and engaging media content
Analysis and measure the success of your media buy, and assure you are getting the results you want from your campaign
Media buying is related to paid media — whether that means your business is buying campaign or ad space on various channels, paying to share targeted campaigns and ads, or negotiating with media vendors.
In a world where your business can create and share media on different platforms and successfully reach your audience for free, it’s clear media planning can happen without media buying. However, media buying requires media planning.
This is because media planning sets the tone and direction for the buying that needs to occur. Once ad space is purchased or content distribution plans have been negotiated, there needs to be a strategy (or media plan) for getting that media to your audience and customers.
Now let’s review the steps in the media planning process so you can begin developing your business’s strategy.