What's A Media Plan? / by Ely Anne Vedar

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An effective media plan will result in a set of advertising opportunities that target a specific audience and fit in with the organization’s marketing budget. When establishing a media plan, marketers will often factor in the following considerations:

  • Who does the ad need to reach?

  • What is the marketing budget?

  • Conversion goals

  • Frequency of the message

  • Reach of the message

  • How to define success

Media planning is the process by which marketers determine where, when, and how often they will run an advertisement in order to maximize engagements and ROI. The media plan might split advertising spend and resources between various online and offline channels such as broadcast, print, paid ads, video ads or native content.