Media planning fundamentals

Throughout my career in major media agencies, I've encountered a recurring pattern wherein media strategy is often reduced to a mere channel strategy. Essentially, channels are chosen for a particular campaign, and subsequently, a rationale is crafted to justify the selection of each channel, thereby constituting the entire media strategy. It shouldn’t be the case.

In this article, I look at what brands should request from their media agencies for the best media planning.?

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It should always start with an insight.

Every effective media strategy must originate from a profound insight derived from the consumer, customer, or the product itself. This insight serves as the catalyst for the formulation of ideas, anchoring them strongly within the strategic framework. I distinctly recall early in my career undergoing training that emphasised the critical distinction between an Insight and a mere Observation. This skill is critical, enabling planners to return to fundamental principles and unearth robust insights to underpin their strategies.

A pivotal element in crafting both a brief and a strategy is understanding the target audience. Identifying who you aim to reach goes beyond surface-level considerations like media consumption habits. Regrettably, insufficient time is often dedicated to delving deeply into comprehending the intricacies of the target audience. This entails going beyond the obvious, such as understanding their media consumption, and involves getting under their skin. Effective planners must identify the barriers preventing the target audience from progressing to the desired stage of purchasing a product, registering as a lead, or simply becoming aware of the brand's offerings.

Taking on the perspective of the target audience, facilitated by data-driven insights, is paramount in constructing a strategy that resonates with them. This approach not only involves empathizing with their experiences but also scrutinising data to glean actionable insights that inform a strategy capable of effectively engaging and motivating the target audience.

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Strengthening media planning.

Harnessing insights to construct strategies and delving into the essence of the target audience—these were some focal points I aimed to improve when I launched JOLT Digital five years ago. While my primary objective was to infuse innovation into the media plan, I was equally committed to strengthening media planning. Irrespective of the magnitude of a client's media budget, my conviction was that they all merit a robust media strategy grounded in fundamentals: insights, a profound understanding of the target audience, mechanisms for removing barriers, creative ideation, and more.

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B2B brands also deserve a strong strategy.

When looking at media strategies built for B2B clients, I've noticed a prevalent issue where the media strategy is often non-existent. This shouldn't be the norm. Recently, I was delighted to witness a comprehensive strategy crafted by the JOLT team for a B2B client. The research uncovered how the sources of influence for IT decision-makers have evolved in recent years, emphasizing the need for a broader target audience. From insightful beginnings to the development of ideas and seamless execution, it exemplified a robust approach to media planning. Kudos to the team for their commendable work!

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Indie agency = no tools for planning?

The question frequently arises during our pitches for new business: "As an independent agency, do you have tools for media planning?" Indeed, we do, and a rather extensive set. Primarily, we have a global subscription to GWI, providing us with insights across 52 markets worldwide. I emphasise the significance of comprehending consumers on a global scale and respecting local nuances to ensure our campaigns resonate seamlessly with diverse target audiences. GWI serves this purpose exceptionally well, and the quarterly refresh of their survey aligns with the dynamic evolution of consumer trends.

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Is media planning only creating a media strategy?

Nope. Once a robust media strategy is crafted, the pivotal next step is translating it into media channels and platforms where your target audience is consistently active. Essentially, you need to determine where the message will come to life—identifying the platforms that best serve your goals. While this may seem straightforward, the increasing complexity resulting from media fragmentation adds a layer of intricacy. Consumers are no longer confined to one or two channels; they engage with content across a multitude of platforms, posing challenges for media planners.

Navigating this complexity becomes more manageable with tools like GWI, yet it's important to note that not every channel is covered. Complicating matters further, there are over 12,000 AdTech platforms worldwide. How, then, can you ensure you have a channel and platform selection that aligns seamlessly with your strategy, consumer media consumption and media and business KPIs? This is a question that requires careful consideration and strategic alignment to optimise the impact of your media efforts.

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Not relying only on the big media platforms.

Examining the underpinnings of a media plan is crucial, and major platforms like Meta, Google, TikTok, and LinkedIn, with their extensive reach, are indispensable components. However, the common pitfall for many digital media agencies is solely relying on these giants, assuring clients that it suffices to cover their audience. While it may indeed be adequate for the reach, the question remains: Will it yield the performance you anticipate? Is it acceptable to perpetuate the same media plan year after year, exclusively with these major platforms? No, and it shouldn't be.

Supplementing the dominance of big platforms with a diverse range of channels and platforms is paramount for achieving the desired Return on Ad Spend (ROAS) or Cost Per Lead (CPL). These supplementary platforms fall under the category of AdTech. At JOLT, our commitment involves a continuous quest for innovative AdTech companies. We engage with numerous companies, carefully curating a selection from the multitude. To date, we have curated more than 100 AdTech platforms. Unearthing these platforms requires extensive effort—searching, meeting with accelerators, consulting tech specialists, and rigorous evaluations. It's our responsibility to do the groundwork.

In summary, our approach to translating the media strategy into channels and platforms is to establish a solid foundation with major platforms and then enrich the plan with AdTech gems. This not only amplifies the plan's delivery but also propels it beyond expectations, addressing all challenges from the brief.