Warc Briefing: Channel Planning

This briefing offers an overview of the history, theories and key trends related to Channel Planning.

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...

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