Media & Performance
Media Planning
We work out who you need to reach, through which channels, how often and when, then put the reasoning for every budget line in one plan.
The problem
Your media budget follows last year's split, and you don't have a solid answer when leadership asks why.
Budgets tend to inherit. Last year's split rolls forward, and the plan gets written afterward to justify it. A sound plan runs the other way, starting from how many people you need to reach and when they make category decisions.
Measurement stays siloed too. Each channel reports its own reach, so part of your audience gets hammered while another part never sees you.
Short-term pressure does the rest. Lower-funnel spend slowly eats the budget for reaching people who aren't shopping yet, and those are next year's buyers.
You may recognize this
- Nobody can explain the budget split in writing.
- You don't know your deduplicated reach across channels.
- The media calendar ignores when category demand peaks.
- Brand and performance budgets are planned by separate teams.
How we work
Map demand and audience
We define the audience and its category entry points, then use Google Trends, share of search and sales history to build a demand calendar.
Model reach and frequency
YouTube Reach Planner, Meta estimates and TV GRP projections feed reach curves by scenario, with overlap assumptions stated openly.
Assign roles and budget
We split brand building from activation and give each channel a job. Programmatic, out-of-home, audio and creators get compared on effective CPM and audience fit.
Set flighting and measurement
We choose continuous, pulsed or burst scheduling and write brand lift studies or regional tests into the plan before launch.
What we deliver
- Audience definition and demand calendar
- Reach and frequency scenarios
- Budget allocation and media flowchart
- Channel selection criteria and buying brief
- Post-campaign evaluation report
How we measure
- Net reach in the target audience: how many different people the budget touched.
- Frequency distribution: exposes over-served and under-served groups.
- Share of search: a read on whether category interest moved.
- Brand lift: survey evidence of change in awareness or consideration.
A retail chain entering a new city
Illustrative scenario: A retail chain opening in a new city asks how to divide budget between local out-of-home and social. The planners compare reach across both for the weeks before opening, and hold a similar city out as a control.
Common questions
Do we need media planning if TV is out of our budget?
Yes. An all-digital budget involves the same choices about reach, frequency and timing, and a smaller budget leaves less room for error.
How does this differ from performance marketing?
Planning sets who, where and when before money goes out. Performance marketing manages live spend against results, and what it learns feeds the next plan.
Can channels like out-of-home or radio be measured?
You won't get click data, but you can run them in selected cities, keep similar ones as controls, and compare branded search and sales.
Before we work together, let's think together.
Requests are answered by the founder.