Impossible To Miss

Media planning is often considered a part of the overall media buying process. However, both media planning and media buying are distinct processes that play an integral role in creating effective advertising campaigns. The key difference between them relates to the timing of each process. Media planning occurs first and involves using market research to craft a campaign strategy that includes the right mix of media channels for the client and their message. After the plan is finalised, media buying includes the purchasing of the required ad space on those platforms, and negotiations between the buyer and the media vendors.

Prior to getting a campaign on air, media planning involves defining the primary goals of the campaign and how its success will be measured. It also includes reviewing the target audience, researching competitors in the space to identify opportunities to outdo them, and selecting the correct mix of media channels. Once selected, it comes down to developing a media schedule that details the frequency and timing of ads, based on the proposed budget.

Media planning ensures that your advertising strategy is efficient in its use of your budget, and effective in its message. It does this by specifically identifying the best ways to reach your audience and how you can target them in ways your competitors are not. Having a comprehensive media plan also helps you better evaluate the performance of your campaign once it has begun, allowing you to perform real-time adjustments where necessary.

Media planning and buying agencies handle both the development and execution of your media plan, based on your budget. These agencies are responsible for identifying your key audiences and objectives, finding the best channels to reach them, and negotiating with media vendors on your behalf to secure the best rates and value. Media agencies also monitor and report on your campaigns to ensure their effectiveness. At Media Exchange, we also provide additional services like script writing and in-house content creation, as well as wider digital marketing like search engine optimisation, website design and development, and social media.