Media Planning: A Crucial Step to Achieve Your Goals

Key Takeaways

Reach your target and maximize your investments
Media planning helps you make an informed choice among available media, broadcast periods, and opportunities at your disposal, ensuring that invested dollars yield the maximum value possible.
Clearly define your objectives and target audience
The precise identification of your target and objectives allows for effective targeting, facilitating the optimal selection of available media.
Evaluate your opportunities
There is a wide variety of available mediums, each with its own advantages and disadvantages. Ensure that the chosen mediums, conveyed messages, and established budgets are suitable for your context.

Media planning is the initial and pivotal step in any advertising campaign to achieve your set objectives. Each element of your plan, such as the target audience and their media consumption habits, chosen media, and timing, needs to be meticulously thought out.

We are here to support you and help you better understand all the intricacies of developing a media planning strategy.

What Does Media Planning Involve?

Media planning is a strategic process within an advertising campaign that involves mobilizing the most crucial touchpoints for the identified target while ensuring that invested dollars yield the maximum value. It is a crucial step to ensure the success of your campaign. These strategic choices allow for an informed selection among available media, broadcast periods, and opportunities at your disposal.

Why Choose to Do Media Planning?

These strategic choices are essential to advertise your products and services to the right audience and maximize your investment. This planning allows you, among other things, to better understand your target and achieve your goals.

Steps to Create Your Media Plan

Step 1: Define Business Objectives

The first step in creating your media plan is to establish the needs and challenges of your business. These will guide your objectives and help build your advertising campaign. An analysis of past actions and results will also highlight different strategies used in the past and eliminate those that did not achieve the desired success.

Step 2: Identify Target Identification

Once you have established your objectives, identifying the target is essential to achieving them. Knowing your target allows you to address them better and analyze their media habits, greatly aiding in choosing from available media. Tools such as Vividata can help identify your target effectively.

Step 3: Assess Opportunities Across Media Channels

When your target and objectives are clearly defined, it is necessary to consider opportunities across all media. There is a wide variety of available mediums, each with its own advantages and disadvantages.

Here is a list:

  • Television:
    • Advertising spots;
    • Content integration.
  • Radio:
    • Advertising;
    • Content.
  • Printed and Digital Magazines/Newspapers:
    • Advertorial;
    • Content;
    • Publireportage.
  • Outdoor Advertising:
    • Outdoor;
    • Indoor;
    • Bus shelters;
    • Bus wrap;
    • Lumiquai.
  • Native;
  • Display:
    • Programmatic;
    • Geofencing;
    • Mobile;
    • Web.
  • Online Video;
  • Social Media;
  • Search Engines;
  • Specialized Placements;
  • Direct Marketing:
    • Addressed;
    • Unaddressed.

It is then important to compare each medium to discern which ones are the most effective for achieving your objectives and reaching your target efficiently, all within the confines of your budgets. To ensure your advertising campaigns are profitable, it is crucial to ensure that the chosen mediums, conveyed messages, and established budgets are suitable for your context.

Step 4: Plan Custom Deployment

Next, a custom deployment should be planned with all the data collected earlier.

Step 5: Implement Media Plan

Then comes the implementation of your media plan! It is time to make the necessary media purchases and produce visual materials for your campaigns. Once these steps are completed, the campaigns can be created. The performance and investments of your campaign must then be measured according to your defined objectives, with tools such as Google Analytics that measure the impact of a campaign on your website. This will allow you to evaluate the effectiveness of your campaigns and adjust investments as needed.

Step 6 : Evaluate Performance

As your campaigns conclude, you will be able to create performance reports to help you make the most of your investments.

The process can then be repeated over time based on the evolution of your business and needs

Do all these steps seem more complex than you had imagined? Would you like expert advice to accompany and guide you through this process?

Certainly, if we’re talking about it, it’s because we do it! Contact us to learn more about media planning or even just to have a conversation!

Philippe Bussières

President and Founder - Digital Performance Strategist

With a solid and diverse expertise, Philippe shares his insightful advice and strategic approaches on various subjects such as marketing and digital strategy, SEO, advertising, and data analysis. His comprehensive vision provides you with an approach to achieve your goals.

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