What is Media Planning?

Media planning is the part of the process by which advertisers figure out where, when, and how regularly they will run an ad so as to boost engagement and ROI.

  • What is media planning?
  • Process of media planning
  • Identifying the audience
  • Frequency and reach
  • Right marketing channel

The media plan part away marketing budgeting and other resources between different on the web and offline channels, for example, print, paid promotions, video advertisements, or local search.

In the present, advertisers need to serve buyers with the correct message, at the perfect time, on the correct platform so as to promote user engagement. Media arranging is the place advertisers figure out and optimize.

A compelling media plan will bring about a lot of marketing opportunities that focus on a particular group or audience and fit in with the brand's marketing budget. While setting up a media plan, advertisers will regularly  follow up


  • Advertising budget
  • Content
  • Reach
  • Type of campaign

Media planning is frequently done by advertisers or marketing experts. Digital marketing experts must work with media buying and media research to build up a campaign to amplify ROI on the marketing budget. Marketing experts are required to have a firm comprehension of the brand image and potential audience, different media platforms.


Process of Media Planning

Marketers are required proper seating to understand the need for the campaign. Starting from the target customers, campaign goals, budget. Here is a step by step process to help you understand more


1.Understanding the objective and goal

For starters, one would simply say the goal is to drive traffic for more leads or conversions. But that would just make it look too easy? isn't it.

It's not that easy also! Goals vary and so does the objectives. They change with the trend. There could be multiple objectives in one marketing campaign for example brand awareness, driving traffic, collecting information, etc.

It helps to save time and budget once the markets properly analyze the need to run the campaign. With adequate market research, the goal becomes more realistic and achievable. There would be multiples shifts required in the middle of a running campaign, which is also called optimization.

Importantly, using the budget wisely is always the top priority. Not reaching out to the potential audience because of messy planning is a marketer's biggest nightmare.

2. Who's the Audience?

While surveys help understand the trend, Marketers spend most of their time on understanding the audience. From writing content to designing the presentation to Image selection, Marketer is focused on creating an excellent customer experience.

It starts with the segment study and audience targetted. Then they prepare the right type of ads that could bring the most user engagements. It is important for the ad to be attractive, effective, and useful to the audience.

To help reach the optimized results, marketers often consider the marketing information available like age, geographical location, interest, etc.


3. Frequency and Audience reach

Reach basically refers to the number of people watching out content in a specific time period. However, frequency, refers to the number of times the audience will be exposed to the advertisement.


4. Right Marketing Channel

While, Marketing goal, targetted audience, Reach, and frequency or advertising budget combined contribute to the right campaign. The major available channels to market your product i.e online or offline includes multiple platforms.

Offline Media Magazines, Newspapers, Radio, Tv cable, or roadside.

Online Media Digital publications, PPC, Social Media, Programmatic advertising.


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