Media planning comes before media buying. The role of a media planner is to conduct research and lay out a strategic framework that the media buyer can bring to life. Some components of a strong media plan include:
Definition of KPIs to help measure the performance of media campaigns
Information about the audience to help the media buyer better target ad campaigns
Budgets for campaigns china mobile database to help the buyer keep things within scope
Information about what channel and partner mix is likely to best support strong campaign performance
It’s important to note that media planning is not a task that takes place in an advertising vacuum. Media planners may also plan other types of marketing, or work closely with teams that are handling social media, email, and content marketing. It’s critical that ad campaigns work seamlessly with these other channels to support overall marketing success.
Media Buying
Once a plan is created, media buyers use various tools to implement the plan. Media buyers are responsible for reviewing the insights provided and boundaries set by the media plan so they know what type of media mix to seek, what audiences the ads are meant to connect with, and how much marketing spend is allowed for each campaign. Much of the value they bring comes through their awareness of the media marketplace, access to unique opportunities, and their skilled negotiation, helping to stretch each advertising dollar for the greatest impact.