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 …
Desk
Planning Desk
Explains how channels and budgets are weighed against each other across a plan.
Media Planning
Allocating budget between learning and established channels
Set a learning allocation that can answer a useful question while protecting justified established activity.
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.
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.
Media Planning
Choosing channels from audience behaviour
Use observed audience behaviour to shortlist channels, check buyable reach and give each placement a clear job.
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.
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.
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.
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.
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.
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.
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 …
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 …
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.
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.
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.
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.