What Is Media Planning? Definition
Media planning is the process of deciding where, when and to whom a brand’s advertising will run, and how much to spend on each part. The plan sets channels, audiences, timing, budget and the measures of success before any ads are bought.
What a plan covers
Goals and audiences, channel mix across search, social, programmatic, connected TV and retail media, flighting by week or season, a budget split, and measurement rules.
How it differs from buying
Planning decides the strategy. Media buying carries it out by purchasing the placements.
More
See 5W’s media planning and buying practice and the paid media budget guide.
Related terms: paid media, ROAS.
Related terms