After the initial process of pre-planning analysis has occurred and planning tools such as comScore have helped determine a more detailed direction to your campaign, your Media Planner will build a plan with media owners that fit your requirements, inclusive only of those partners who we estimate will be on target.
The media brief is constantly referred back to ensure the target KPIs are in mind, together with brand restrictions and previous campaign successes. Our media planners also work closely with the creative department to ensure placement activity can be maximised via creative means, whether the creative has already been produced or is in development.
Our experience has shown that it is beneficial for every plan to include testing of new messaging, targeting or placements. Generally we will justify this by delivering target volumes within 80% of the assigned budget. This ensures you hit yours targets whilst providing your media planner with 20% of your budget to assign to educated risks. These new, previously untested media owners provide new routes to market and solve the issue of diminishing returns.
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