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Media Planning

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:

  • Audience research. What is your target audience? How does your target audience shift by medium? Since consumer behavior varies by demographic, planners are tasked with identifying which mediums will be the most effective for a particular campaign
  • RFP the market place. What percentage of your campaign will be devoted to which types of buys, from display to search, and beyond? As planners figure out which mediums will be the most effective, they will allocate media dollars accordingly to achieve the strongest results
  • What percentage of your spend will be on guaranteed inventory versus non-guaranteed (RTB)?
  • Cross-media client budget authorizations. Are you complying with the authorized amount? Are you tracking authorized spend vs planned spend?
  • For guaranteed inventory, the planning stage may include sending RFPs (requests for proposals) to suppliers you are interested in including in your campaign. For inventory you’ve purchased before, you can also purchase premium, guaranteed inventory at your own established rates without needing to RFP, by purchasing programmatically (automated guaranteed)


Shared via Different Channels

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.


Media Channels

Deciding which media channels and platforms, you’ll share your content your targeted audience


Timing and Frequency

Determining the timing and frequency of the media and content you publish and share


Trend Analysis

We will look at current trends and identify and remove duplicate content. Having fresh and relevant content is a crucial factor for ranking.


Latest Media Trends

Keeping up with the latest media trends and technology


Sticking to Your budget

Sticking to your budget as you work to create, publish, and share high-quality and engaging media content


Conducting Analyses

Analysis and measure the success of your media buy, and assure you are getting the results you want from your campaign

Our Working Process

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Media Buying

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.