Media planning involves strategising media content and marketing campaigns to maximise reach, engagement, conversion, and ROI. Media planners must decide what content will be used, when, and to whom, and monitor the performance of assets throughout the campaign. The first step of media planning is market analysis to determine the target demographic and in turn the most fitting media for the campaign. The objectives and strategy, including costs, frequency, method of circulation, and reach, will then be set. This process ensures that your ad campaign gets off on the right start by finding the most effective way to place the brand’s message.
Developing the ideal plan requires analysing current industry trends, popular media habits, target demographics and interests, and the type of campaign (for example B2B vs. B2C). Understanding your target audience will help you choose what media will be best suited to relaying your message. Details such as timeline, budget, and type of media channel will be dependent on your campaign goals (for example, whether it is raising awareness or driving conversion).
Depending on the distribution method, media buying may also be necessary. This is where advertising space is purchased so that your target audience sees the ad. It often includes a mix of traditional and digital media outlets such as newspapers, magazines, television slots, and online banner ads. The media buyer will negotiate for advertising time, space, and cost and oversee the launch of the campaign.
The media buyer will work closely with and build upon the strategising done by the media planner to choose the most appropriate channels for your advertisements and to negotiate media placement. They must have adequate knowledge of different media outlets and be able to build relationships with different vendors in order to secure competitive prices. The two positions are often sourced from different agencies to allow each to focus on their own expertise.
Once the media plan has been implemented, it should be evaluated to measure its success. This can be done by analysing data, such as click-through rates, new site registrations, and increased sales. This phase helps determine how worthwhile the marketing investment has been and is beneficial to drawing insights, restrategising, and refining future campaigns.
Centralising the media fulfilment process allows all your creative assets to be sourced in one location, making distribution to channels more time and cost effective. Well-established relationships with media channels such as TV, radio, or OOH suppliers streamline delivery as pricing and protocols will have already been decided. This helps make sure that the time between finalising assets and delivery to media channels is as short as possible.
Media fulfilment ensures marketing assets are delivered to the correct media channels efficiently. This includes packaging and formatting, negotiations with media houses, as well as media scheduling in online, email, TV, radio, print, and out-of-home media channels.
Enlisting a media buying agency offers a centralised source for all your media, simplifying and accelerating global distribution to the desired channels. This enables brands to keep up-to-date with current trends and deliver engaging marketing material to customers. The current scope of media delivery continues to expand, as additional technology can receive and display marketing material to audiences and previously low-tech regions transition to new media. The media planning, buying, and fulfilment process is a way to ensure that the ads you create will be used to their full optimisation in the ever-evolving advertising world.
Prior to beginning negotiation and placement, media buyers must put a strategic plan into motion. This requires brief creation, budgeting, and KPI setting. The goals of the marketing material will also be outlined using detailed market research to better understand consumer behaviour. Media placement will then be determined by the budget and actionable KPIs will be set. These vary between media channels as each obtains distinct data. Online exceeds others in data, yet may not be suitable for all advertisers. As such, these are established on a case by case basis according to the client’s needs. The media agency is also responsible for price negotiation based on several factors, the most notable being the level, quality, and targeting of traffic density.
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