Media Buying & Planning
A discipline that is often taken for granted and often goes unnoticed by its intended audiences; us, the public. Did you know that each advert you see in a day; you see for a reason? No?
The art of media planning has evolved into a sophisticated, numbers based game that’s not just reliant on demographics but moments in human beings lives. Having the right media planner can make or break your campaign. Get your placements wrong, or focus on the wrong audience and say bye bye to that ROI!
The way we plan to reach target audiences is changing. We don’t segment and ring fence anymore, but instead, identify individuals. The ever savvy Gen Z (born from 1995 onwards) are more engaged by the ‘make and collaborate’ approach.
With the evolution of cross-device targeting, location tracking (through the likes of app check-ins) and breaking that 4th dimension by ever increasingly engaging adverts the art of media planning has taken on a whole new view.
Long gone is the day that us planners are tasked with just reach and frequency (although these will always play important roles) but also with ensuring that each campaign is measured and evaluated correctly to justify ever dwindling marketing budgets. We get it! However, the challenge for us now is to get you (the client) to embark on this journey with us and be adventurous in pushing your ‘branderies’. Do you think the likes of Budweiser would have gone so viral with their “Born the Hard Way” advert had they not pushed their Branderies?
Do you think the likes of Budweiser would have gone so viral with their “Born the Hard Way” advert had they not pushed their Branderies?
With each media plan, the creative must play an important part. As Aristotle once said, “The whole is greater than the sum of its parts”.