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Media planning

Media planning is the development of media objectives, strategies and plans on behalf of a brand. It aims to ensure the intended message is received by the target audience. It determines the best combination of media to achieve this with the available budget, considering the reach and strengths of the various media. It also guides the effective and efficient use of each medium by outlining, for example, the frequency, continuity, format and placement of ads.

Key Reading

Important papers from across the Warc database

Applying segmentation to a media strategy enables marketers to increase the relevance of communications by delivering the right message or content to the desired target audience.
How brands can engage consumers by staying rooted in their real lives.
Implementing a media strategy capable of stretching across all types of media touchpoints.
How reach and frequency help brands identify the optimal advertising mix.
How to achieve standout in a cluttered media space.

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