Media Planning
Media planning is the data-driven process of developing comprehensive advertising strategies across traditional and digital channels to reach target audiences and achieve specific marketing objectives. It combines audience insights, media consumption patterns, and performance analytics to create measurable plans that balance reach, frequency, and engagement while optimizing campaign ROI. Modern media planning integrates enterprise platforms (TV, OOH, print) with digital channels (social, programmatic, streaming) to deliver cohesive cross-channel experiences.
Definition
Media planning is the data-driven process of developing comprehensive advertising strategies across traditional and digital channels to reach target audiences and achieve specific marketing objectives. It combines audience insights, media consumption patterns, and performance analytics to create measurable plans that balance reach, frequency, and engagement while optimizing campaign ROI. Modern media planning integrates enterprise platforms (TV, OOH, print) with digital channels (social, programmatic, streaming) to deliver cohesive cross-channel experiences.
Examples
Creating integrated plans across linear TV, CTV, social, and programmatic display
Developing platform-specific strategies for TikTok, Meta, and Google campaigns
Using MMM and attribution data to optimize channel mix and budget allocation
Building sequential messaging strategies across awareness and performance channels
