A media plan is a document that records all work related to promotion. It specifies the channels of attraction and formats of advertising campaigns, as well as the tools and work schedule. Specialists take into account the company's goal and adapt the marketing strategy to it. The media plan is made in the form of tables, in programs such as Microsoft Excel and Google Sheets.
The media plan helps specialists solve several problems:
1. Define the target audience:
The media plan helps you understand who your a complete list of unit mobile number database target audience is in order to set up advertising campaigns for interested users.
2. Choose promotion channels:
It helps you choose promotion channels (television, radio, social networks, etc.) to achieve maximum coverage and involvement.
3. Optimize the budget:
Helps you correctly distribute the budget in order to get a return on investment and return on investment.
4. Monitoring:
Helps you track the effectiveness of the advertising campaign and make changes in the process.
5. Set deadlines:
A media plan helps set the timing of advertising placements, which simplifies the coordination of various stages of the marketing strategy.
7. Reduce risks:
A properly drawn up media plan eliminates unjustified costs and increases the chances of a successful advertising campaign.
In general, a media plan is a tool that helps choose the right strategy and achieve the set business goals.
An example of what a media plan might look like
What does a media plan consist of?
The main segmentation of the media plan is by advertising types, placement channels and advertised products. Depending on the volume and structure of advertising campaigns, you can use different approaches.
Example 1: You are advertising a new online course on an educational platform. Create a media plan divided into three sheets by advertising channels: contextual advertising in Google Ads, advertising in email newsletters and banner advertising on specialized educational sites. On each sheet, break down by formats: text ads, graphic banners, video ads, etc.
Example 2: You need to promote a new product for pets through different channels: offline retail chains, specialized blogs and forums about animals, as well as SEO website optimization. Create a media plan with separate sheets for each channel. In the offline store section, indicate formats such as POS materials and promotions, for blogs - guest posts and cooperation with bloggers, and for SEO - keywords and planned articles.
Recommended columns for the media plan table:
Channel: Name of the media channel (e.g. social media, TV, radio, etc.).
Target Audience: Audience description for each channel.
Advertising format: Type of advertising content (banner, video, etc.).
Planned date: Date of placement launch.
Budget: The amount allocated for placement in each channel.
Expected results: KPIs to measure success in each channel (e.g. number of clicks, reach, etc.).
Responsible Person: The person or team responsible for carrying out the tasks within the media plan.
These examples show how you can structure your media plan based on different advertising channels and formats, which will help you better organize and optimize your working strategy.