Warc Briefing: Channel Planning
Definition:Channel planning is a practice aiming to employ a holistic understanding of the consumer to select the appropriate mix of media placements to secure a brand's objectives.
Quick facts
- For 45 year-olds, internet search is more influential than TV advertisingi.
- 56% of US marketers think functional silos are the main deterrent to managing and planning good integrated marketingii.
- 86% of US shoppers use multi channels to search for products and servicesiii.
History and future outlook
If Sisyphus were reincarnated, he would come back as a channel planner. Like...