Media budgets and allocation

Set the campaign's approved spending ceiling first. Include the cost of making, buying and measuring the activity in that ceiling.

Allocate the amount available for media to channels with defined jobs. Keep booked commitments separate from money that can still move.

Key Australian Media Planning Data

Build the budget envelope

Record the campaign period, Australian markets, business outcome and approved ceiling in AUD. State whether the ceiling includes creative, measurement, services, data and technology.

Use the same stated GST basis when comparing estimates and quotes.

A working budget needs more than a platform spending setting. Record each line's estimate, owner and status, so an approved amount is not mistaken for an uncommitted balance.

Subtract supporting costs and existing commitments from the ceiling before treating the remainder as available media spend. Check supplier quotes for bundled charges, so a cost is neither omitted nor counted twice.

Platform controls apply only to the spend they govern. Check the control available for each proposed buy, and reconcile billed media cost with the campaign ledger.

Allocate by channel role

Give each channel a reason to receive money: addressing active demand, or helping people understand an unfamiliar offer. Check audience opportunity, usable inventory, creative requirements and the business's ability to respond before setting an amount.

Compare feasible allocations under the same ceiling. Show the media amount, supporting work, commitment status and main uncertainty for each option.

A new channel may need another format or reporting arrangement, so compare the complete cost of each mix. Historical results can inform the starting point, but changed offers, prices or measurement rules may make an old average less useful.

Avoid a fixed percentage split between established and new activity. Fund established work where current evidence supports it, and give learning activity a bounded amount tied to a question it can answer.

Review and move money

For channels pursuing the same outcome, compare costs using the same outcome definition, period and cost boundary. Treat clicks and supplier-attributed conversions as diagnostics.

Judge awareness activity with evidence suited to that job, not a short-term sales comparison.

Set review dates and conditions for continuing, changing or stopping allocations. Check delivery and outcome data first; repair broken destinations or missing data before judging.

Before moving money, check bookings, terms, creative needs and delivery time. Record old and new amounts, reason, date and approver.