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How to create a media planning strategy

In the dynamic world of advertising and marketing, media planning emerges as a critical component of successful campaigns. The ability to reach the right audience, at the right time, through the most effective channels is essential in a constantly evolving landscape.


What is media planning?

Media planning is an essential part of the marketing and advertising process that involves the selection and purchase of advertising space in various media to reach a specific audience. This practice seeks to determine when, where and how ads should be displayed to maximise impact and return on advertising investment.


Types of media planning

Within media planning, there are various approaches and strategies that suit different marketing objectives and needs. These are the most important types of media planning:

  • Paid media: These refer to advertising that arises from paid placement by the brand. This encompasses pay-per-click advertising, display ads and branded content. It is the most common way for brands to achieve visibility and stimulate sales.

  • Owned media: This is media that belongs to your brand, such as your blog and social media accounts. By increasing the use of company-owned media, you can expand your reach to customers and strengthen brand recognition.

  • Earned media: This refers to publicity the brand receives from sources outside the company itself. For example, customer reviews, media coverage and word of mouth. This type of media is very important because it often comes directly from consumers. It can also contribute to improving the quality of the product or service you are offering.


Advantages of media planning

Media planning is a crucial aspect of advertising and marketing strategies and offers several advantages to companies and organisations. Here are some of the main advantages of effective media planning: 

Specific reach: It helps to identify and target your specific audience by selecting the right media channels and locations. This ensures that your message reaches the right people.

Budget tracking: By carefully planning your media strategy, you can allocate your advertising budget more efficiently. This means you can avoid wasting resources on channels that don't fit your objectives and focus on those that offer the best return on investment.

Frequency control: You can determine the frequency and timing of ad insertion. You can decide how often and when ads appear, helping to create a consistent and memorable message for your audience.

Brand Consistency: Allows you to maintain a consistent brand image and message across communication channels. Consistency is essential to build brand recognition and trust.

Competitive advantage: By carefully planning your media presence, you can gain a competitive advantage in your industry. You can outperform your competitors by selecting the most strategic communication channels and effectively reaching your target audience.

Measurement and evaluation: It is important to establish key performance indicators (KPIs) and measure the effectiveness of campaigns. This allows data-driven decisions to be made and strategies to be optimised for better results.

Adaptability: Effective media planning is flexible and adaptable. If it is discovered that a particular channel or approach is not delivering the expected results, adjustments can be made quickly to reallocate resources to more effective options.

Improving ROI: The goal is to maximise return on investment (ROI). By selecting the right media mix and optimising ad placement, better results and higher ROI can be achieved for advertising campaigns.


Media planning vs. media buying

Media planning and media buying are two key components in the execution of an advertising and marketing strategy. Although they are closely related and often work together, they play different roles in the process. Here are their differences:

Media planning:

  • Media planning is the initial phase of the advertising and marketing process. It involves the selection of media and channels to promote a product, service or message.

  • The objective of media planning is to determine how advertising resources (budget) should be allocated effectively to reach the target audience.

  • Media planning professionals research and evaluate different media options and determine which media will be most appropriate for the advertising campaign.

  • They also involve the choice of dates, times and frequencies of advertisements in the selected media.

Media buying:

  • Media buying is the stage where advertising space is negotiated and purchased in the media selected during the media planning phase.

  • Media buying professionals work directly with media representatives to buy advertising space.

  • This involves negotiating rates, conditions and contract terms, as well as managing the logistical aspects of campaign implementation, such as ad scheduling and delivery of advertising content.

  • Media buying focuses on getting the best value for money and ensuring that ads run as planned.

Media planning focuses on media strategy and the selection of the most appropriate channels and media to reach the target audience, while media buying deals with the actual execution of buying advertising space in those selected media. Both functions are essential to the success of an advertising campaign.


Types of media channels

Media channels are the platforms or media through which companies can distribute content or advertisements to their target audience. These channels vary depending on the technologies and media available. Here are the common types of media channels:

Offline media

  • Magazines: Research shows that magazine ads enjoy a high level of trust (60% of readers trust them). Also, because they are targeted, they are relevant to the audience and reach a secondary audience by being shared.

  • Newspapers: Advertising in local newspapers ensures that a brand's message remains within the local community. Advertisers can choose to place their ads in specific sections of the newspaper, allowing for more precise targeting of their audience.

  • Radio: Radio ads have a strong local focus, allowing them to target specific areas of the country. They are also cost-effective and effective in building a frequent relationship with the target audience. 

  • TV and cable: TV and cable are highly visual and allow the demonstration of products in everyday situations. This medium is widely used.

  • Out of Home: Outdoor advertising is not limited to billboards alone, but is restricted only by creativity. In addition, outdoor advertising offers great versatility, such as the possibility of using screens to promote products.

Online media 

  • Digital publications: Offer the opportunity to send personalised emails to your database, allowing you to track open rates and conversion rates to your website or other assets.

  • SEM & PPC: Advertisers can leverage search intent. They can re-target people who have visited their website. It is an extremely cost effective medium.

  • Social Media: Social media is very cost-effective and segmented, allowing marketers to target based on interests, age and other factors. These platforms are community-based, which facilitates personal connections with consumers and the ability for content to go viral.

  • Programmatic advertising: Programmatic advertising is a model for buying and selling advertising space. These are purchased in an automated way by cross-referencing brand-relevant data.


How to create a media plan with Planning by Adsmurai Marketing Platform

Creating a media plan is a strategic process that involves the selection and organisation of channels and media to promote products, services or messages effectively. With Adsmurai Marketing Platform's Planning you can control the budget of your campaigns, you can forget about decentralised data, easily optimise the performance of your campaigns and build media plans from scratch taking advantage of the data analytics of your campaigns. So to create a media plan in Adsmurai Marketing Platform's Planning, there is the Media Plans tool, which defines your strategic planning to allocate your campaign budget and maximise its benefit. Choose the business variables that best suit you to determine the investment of your digital channels. We show you the steps to follow to create a good media plan:

  1. Go to the Planning section in AMP and choose a suitable name for your media plan.

  2. In step 2, select the relevant business variables, such as country, audience, platform or campaign name, to organise your media plan.

  3. Add at least one monitoring KPI that aligns with your business objectives and budget allocation.

    Step 3 allows you to distribute the budgets for each line according to the variables defined in step 2.

  4. Manually link additional campaigns or remove unwanted ones.

  5. Allocate budgets to each line by configuring the budget distribution.

Following these steps will help you create a media plan, better control your advertising spend and improve campaign tracking within the Adsmurai Marketing Platform.


Adsmurai Marketing Platform Planning: Solutions and Possibilities

Keeping up with the constant changes in digital technologies, social platform algorithms and consumer trends is essential in the marketing world. This continuous commitment to adaptation can be demanding, but with Planning de Adsmurai Marketing Platform, you find a tool that simplifies this challenge.

Design multi-platform strategies
In an environment where the speed of change can be overwhelming, Adsmurai Marketing Platform's Planning allows you to design multi-platform strategies efficiently. You can create customised media plans based on clear objectives, specific audiences and strategic channels, making it easy to evaluate and justify ROI.

Spread your budget for maximum benefit
Budget constraints are a reality, but with Adsmurai Marketing Platform's Planning, you can spread your campaign budget for maximum benefit.

Track your campaigns across all platforms
Coordinating and communicating effectively with different teams can be complicated, but with Adsmurai, the unified management of advertising accounts simplifies coordination between departments. Connect your ad accounts and easily see which platforms you are advertising on and how your campaigns are performing.

Track ad spend and KPIs in real time
Last minute changes and tight deadlines are common challenges in digital marketing. With Adsmurai Marketing Platform's Planning, you can monitor ad spend and key metrics in real-time, allowing you to adjust strategies quickly in the face of sudden changes or tight deadlines.

In short, meet the challenges of media planning with confidence using Adsmurai Marketing Platform's Planning. This tool not only simplifies the complexity of keeping up with a changing environment, but also gives you the tools you need to overcome obstacles such as accurate performance measurement, budget constraints and effective coordination between teams.



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