Media Planning
Adjusting a media schedule after a delayed launch
When a launch slips, do not simply move the campaign in a calendar and assume every ad and destination changed with it. Identify what has already started, what can …
Archive
October 2026
Media Planning
Allocating budget between learning and established channels
Set a learning allocation that can answer a useful question while protecting justified established activity.
Supplier Evaluation
Asking for transparent placement reporting
Specify placement IDs, dates, delivery units, spend basis and omissions so supplier reports can be checked against the approved buy.
Media Planning
Avoiding contradictory offers across campaign channels
Keep campaign prices, dates, eligibility and fulfilment terms consistent across ads, landing pages and supplier placements.
Reach & Frequency
Balancing suitability controls with useful audience reach
Assess how suitability exclusions affect eligible inventory and audience opportunity while preserving essential brand protections.
Forecasting
Building a media plan with optimistic and cautious assumptions
Create comparable cautious, base and optimistic media plans, keep assumptions visible, and decide what evidence would change the buy.
Supplier Evaluation
Checking delivery evidence before choosing a supplier
Ask for a comparable booking, delivery report and exception record to assess a media supplier's delivery claim.
Reach & Frequency
Checking whether a channel reaches the intended market
Check service-area fit, bookable inventory, location settings and delivery reports when assessing whether a channel covers the intended market.
Measurement Design
Checking whether available data can support modelling
Audit outcome, media, spend, dates, geography, missing values and variation before using data for a marketing mix model.
Reach & Frequency
Choosing a frequency objective from the communication task
Set a frequency objective that fits the message, decision window and available controls, then review actual exposure.
Measurement Design
Choosing a suitable geography for a media test
Check targeting, outcome data, pre-test patterns, spillover and precision before choosing areas for a media experiment.
Media Planning
Choosing channels from audience behaviour
Use observed audience behaviour to shortlist channels, check buyable reach and give each placement a clear job.
Measurement Design
Choosing common business outcomes across channels
Define one countable business outcome for a cross-channel campaign while keeping channel response and delivery metrics in their proper roles.
Supplier Evaluation
Clarifying who owns campaign accounts and data
Map account administrators, data-use rights and handover steps before a media supplier starts work.
Measurement Design
Comparing a holdout with ordinary historical reporting
See what an ordinary historical media report can show, what a holdout adds and when neither supports a confident causal claim.
Reach & Frequency
Comparing audience sources with different definitions
Compare Census, media-use and ad-planning figures by population, period, geography, denominator and method before using them in a media decision.
Reach & Frequency
Comparing channel costs on a consistent outcome
Compare channel costs using one outcome definition, a clear assignment rule and the same cost boundary.
Reach & Frequency
Comparing continuous activity with concentrated bursts
Continuous media and bursts answer different needs. Continuous activity makes the offer visible across more decision moments; a burst concentrates attention around …
Media Planning
Comparing managed buying with in-house execution
Compare managed, in-house and hybrid media buying by tasks, capacity, control, full cost and reporting access.
Measurement Design
Comparing model estimates with observed experiments
Align outcomes, spend changes, markets and uncertainty before comparing an MMM estimate with a media experiment.
Reach & Frequency
Comparing planned and delivered audience coverage
Match audience, period and reach definitions before interpreting a gap between forecast coverage and delivered media.
Supplier Evaluation
Comparing proposals against the same media brief
Put media proposals on the same brief, delivery basis, cost boundary and reporting standard before choosing a supplier.
Measurement Design
Comparing viewability and verification metrics carefully
Compare viewability, invalid-traffic and suitability figures using their denominators, coverage and format limits.
Media Planning
Coordinating media dates with product availability
Media can create a promise before the product team is ready to keep it. Join stock, price, page and service dates to the flight plan so an ad is not eligible to run …
Media Planning
Cross-channel media planning
Plan a cross-channel campaign from the business objective through audience, channel roles, feasibility and review points.
Investment Reviews
Deciding whether to reallocate, retest or stop a media channel
Use delivery, outcomes, uncertainty and commitments to decide whether to move spend, retest or stop a channel.
Media Planning
Defining a media brief from a business objective
Turn a business goal into a media brief with a clear outcome, audience, communication task, constraints and review decision.
Media Planning
Defining placement standards across channels
Turn brand suitability rules into placement specifications buyers and suppliers can apply and check across channels.
Measurement Design
Distinguishing a marketing mix model from attribution reporting
See what MMM and attribution reporting each measure, why their channel figures can differ, and which result suits a media decision.
Reach & Frequency
Estimating audience duplication across channels
Estimate cross-channel audience overlap without double-counting reach, and show how uncertain duplication changes the combined figure.
Forecasting
Estimating outcomes without treating historical averages as guarantees
Use past media results carefully: rebuild comparable rates, show changing conditions, and turn averages into conditional outcome estimates.
Forecasting
Estimating reach with clearly stated assumptions
Define the audience and reach event, show a transparent planning range and check a supplier forecast against its settings and limits.
Measurement Design
Estimating spillover between exposed and control audiences
Measure observable leakage in a media test, disclose unknown exposure and assess how spillover may affect the decision.
Measurement Design
Explaining a campaign result across several channels
Explain a multi-channel campaign result using one business outcome, channel delivery, reporting rules and known limits.
Investment Reviews
Identifying spend that produced little useful evidence
Find media spend that failed to answer its intended question and distinguish weak results from missing evidence.
Measurement Design
Incrementality and media experiments
Plan a media incrementality test around a clear decision, credible comparison, protected delivery and a result that includes uncertainty.
Media Planning
Keeping version control across media suppliers
Use a release register to track approved creative, supplier acceptance, live replacements and withdrawal of old campaign assets.
Supplier Evaluation
Managing conflicts of interest in media recommendations
Identify agency incentives and related services, assess recommendations against the brief, and record approval and disclosure rules.
Measurement Design
Marketing mix modelling for media decisions
Learn how to use marketing mix modelling for media allocation, including the data, assumptions and checks needed before acting on an estimate.
Media Planning
Matching the same brand promise to different formats
Adapt a campaign promise for search, video, display and publisher placements while keeping the benefit, offer and customer path consistent.
Media Planning
Media audience research
Define an intended market, assess Australian audience sources and check whether a proposed placement offers a credible opportunity to reach buyers.
Media Planning
Media budgets and allocation
Build a complete campaign budget, allocate media spend by channel role and set clear rules for reviewing commitments.
Media Planning
Media buying models
Compare inventory routes, in-house and managed execution, and the charges and commitments behind a media buy.
Forecasting
Media forecasting and scenario planning
Build media forecasts with stated assumptions, compare cautious and optimistic cases, and set decisions for when costs or delivery change.
Investment Reviews
Media investment reviews
Review what media was approved, what ran, what the business recorded and which investment decision the evidence supports.
Measurement Design
Media measurement planning
Plan media measurement around a business outcome, channel delivery, data quality and a clear account of what the campaign can and cannot show.
Supplier Evaluation
Media procurement and contracts
A practical guide to approving media commitments, costs, account access, delivery evidence and billing terms before and after a buy.
Media Planning
Media quality and brand suitability
Set placement and brand suitability standards, interpret verification carefully and review delivery against the approved brief.
Media Planning
Media scheduling
A media schedule states when activity runs, what demand or event it serves, and what must be ready before spend starts. A calendar filled with channel dates is not …
Supplier Evaluation
Media supplier evaluation
Evaluate media suppliers by brief fit, delivery evidence, reporting, total cost and change terms before approving a booking.
Forecasting
Planning a response to rising inventory costs
Diagnose higher media prices, recalculate delivery at the approved budget, and choose a response with its audience and cost trade-offs visible.
Investment Reviews
Planning an allowance for creative and measurement work
Estimate creative and measurement costs from deliverables and quotes before committing the full campaign budget to media.
Media Planning
Planning asset requirements before reserving placements
Check creative specifications, deadlines, production work and replacement options before committing to a media placement.
Media Planning
Planning campaign flights around real demand
A campaign flight should meet the period when people can make the intended decision. Start with evidence of demand and the purchase cycle, then check whether the …
Measurement Design
Planning measurement before money is committed: checks
Use a pre-approval measurement gate to confirm the outcome, method, data access, timing and limits before media is booked.
Reach & Frequency
Reach and frequency planning
Plan audience reach and repeated ad exposure together, with clear definitions, overlap assumptions and a review of delivery.
Reach & Frequency
Reach versus impressions in a media plan
Understand how reach differs from impressions, calculate average frequency and check the definitions behind a media proposal.
Measurement Design
Reconciling media invoices with delivery reports
Match bookings, delivery exports and invoices by line item, period, unit and cost basis, then resolve exceptions.
Supplier Evaluation
Recording inventory commitments line by line before signing
Define the placement, delivery unit, quantity and permitted changes before accepting a media order.
Measurement Design
Recording what cannot be attributed reliably
Keep an attribution limits register that states the missing link, affected result, reporting treatment and effect on decisions.
Measurement Design
Reporting uncertainty in an incremental lift result
Present incremental lift with its outcome unit, baseline, uncertainty range, design limits and decision threshold.
Investment Reviews
Reviewing assumptions before accepting a budget recommendation
Check an MMM budget scenario's outcome, costs, response curves, constraints and uncertainty before changing media spend.
Supplier Evaluation
Reviewing cancellation and makegood terms
Check change cut-offs, cancellation charges, shortfall triggers, replacement inventory and fees before accepting a media deal.
Supplier Evaluation
Reviewing off-brief placements in a delivery report
Investigate and document placements that differ from the approved media brief without overstating report coverage.
Reach & Frequency
Reviewing whether extra spend would add new reach
Compare like-for-like reach forecasts at two spend levels, calculate the estimated marginal gain, and check frequency and model limits.
Measurement Design
Separating channel metrics from whole-campaign results
Keep platform delivery and attributed actions distinct from the campaign's shared business result, and explain why reported totals may differ.
Measurement Design
Separating media inventory costs from service fees
Classify inventory, platform, data and buying-service costs, check fee bases and understand limits on publisher-revenue visibility.
Media Planning
Separating media strategy from channel execution
See which decisions belong to media strategy, which belong to channel execution and when a tactical change needs strategic approval.