What is media planning?

Media planning is one of the four key disciplines within advertising, along with account management, brand planning and developing creative. Typically media planningis a role that falls to an outside agency, but some companies choose to keep it in-house.

Media planning entails finding the most appropriate media platform to advertise the company or client’s brand/product. Media planners determine when, where and how often a message should be placed. Their goal is to reach the right audience at the right time with the right message to generate the desired response and then stay within the designated budget. Sounds like a piece of cake, right?

Clearly, media planning can be a challenging role, involving multiple areas of expertise. Media planners must always keep in mind audience, timing, message and desired response—all while staying within the budget.

That’s why thousands of media planners use SRDS.com. At SRDS, we collect every bit of data we can organize about U.S. advertising opportunities, no matter the media type, and standardize it to help media planners find, consider and understand the best media for their plans and campaigns.

Now that you have some background into what a media planner does, here’s how a media plan is developed:

Elements of a Media Plan infographic

Media Planners: What do you enjoy most about your job? How would you describe media planning to someone just getting started?



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