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 …
Section
Media Planning
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.
Media Planning
Choosing channels from audience behaviour
Use observed audience behaviour to shortlist channels, check buyable reach and give each placement a clear job.
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.
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.
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.
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 …
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 …
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.