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.
Section
Forecasting
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.
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.
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.