The world of media has always felt like the Wild West, and rapidly increasing media consumption throughout the pandemic only made things more wild. So how do our media planners stay ahead of the curve? We’ll get to that–first, let’s define and explain media planning.
Media planning is the process of identifying where, when, and how often your ad needs to run in order to reach your goals. As marketing measurement tools, advertising platforms, and audience behaviors evolve, so does media planning. Media plans are not static–in order to succeed in the ever-changing advertising landscape, they must be as dynamic as they are strategic.
Media Planner Checklist
Who doesn’t love a good check-list? The important aspects of competitive, effective media planning are as follows:
1) Target Market Research + Analysis
Nothing exists in a vacuum, advertising included. Before anything else, take the time to do a deep dive into the market your campaign is designed to reach.
Market research involves internal and external research. Internal research includes analysis of the client profile and brand as well as their ideal customer profile. External research focuses on competitors’ profiles, their current branding techniques, and tactics to reach target audiences. Collective research provides actionable insights and serves as the foundation for campaign strategy development. Data-driven campaigns succeed because they are informed by tangible qualitative and quantitative information.
2) Establish Target Audience
In case you missed it – this is the core rule of media planning: know your audience. More specifically, have a keen understanding of their media consumption habits. Which social media platforms do they engage with the most? What streaming services are they watching their favorite shows on? What time of day? What are their preferences? For example, as we discussed in a recent blog, 2022 forecasting shows that audio/podcasting are projected to increase 17.8%. If the campaign you’re planning is meant to reach an audience that has a particular affinity for this type of content, it may be wise to increase placements on these channels in 2022.
Research is the driving force behind media planning; it identifies and contextualizes key audiences including the most effective modes of reaching them.
3) Confirm Client Goals, Key Performance Indicators (KPIs), + Execution Plan
Client goals and KPIs are the backbone of strong media plans. Whereas client goals guide campaign trajectory, KPIs serve as built-in checkpoints, illuminating optimization opportunities. What’s working? What’s not? These foundational tools support streamlined, data-driven execution plans.
4) Develop Multi-Platform Campaign
The line between traditional and digital media is becoming increasingly blurry. As a result, omnichannel media plans continue to grow in popularity. Skilled media planners closely monitor established platforms’ performances, emerging platforms, and trends to develop cost-efficient, cutting-edge, and competitive media plans. A thorough understanding of media channels as they relate to one another allows planners to develop inter-platform synergy which in turn, creates cohesive campaign structure and strategy.
5) Reach Out to All Relevant Media Outlets and Digital Partners
Forging long-term vendor-partner relationships increases efficiency in the media planning process, as well as in campaign results. An expansive and well-cultivated network of traditional and digital media partners facilitates advantageous media placements. Adept media planners leverage vendor relationships to secure competitive media buys for their clients.
With partners across major digital platforms, Marketing Doctor has quick access to dedicated platform representatives who provide insights that are key to surpassing competition.
We Vow to Add Value
Marketing Doctor’s team of media planners have been creating and executing omnichannel media plans since 2003. By converging traditional and digital platforms, we achieve greater synergy between platforms, better brand visibility, cost efficiency, and higher return on investment (ROI) for our clients.
Our expertise in strategic negotiations achieves high-quality media placements and bonus spots at no additional cost to clients. We keep our hands on our keyboards so that our clients’ campaigns remain data-driven and ahead of the curve. “Good” isn’t good enough for our team–we leverage research, vendor relationships, digital partnerships, and continuing education to overachieve without overspending.
Want Better Results?
If you have an advertising goal, we have a plan to reach it. Let’s talk.
