Media planning is the agenda for your advertising campaigns. You choose the media, the supports and the calendar for your campaigns.
Media planning is the agenda for your advertising campaigns. You choose the media, the supports, the calendar... for your campaigns. Once you've made your choices, you get a media plan listing the media and supports you'll use, along with their broadcast dates.
This is a very important step when you're setting up your marketing strategy, as it involves a number of actions enabling you to decide which media and supports are best to use, and when.
To define your media plan properly, you need to define your target audience in advance. targeting. Then it's a matter of choosing the right media and timing their distribution.
In fact, you won't communicate in the same way depending on your target audience. A 25-year-old woman is not sensitive to the same channels as a 53-year-old or a 75-year-old.
Premium sites are very important for the security of your brand, so that it evolves in the right environment. With the imminent disappearance of cookies, it's important for you to be where your target audience is: thematic sites related to your business, generalist news sites...to create a good distribution framework.
The publication times of your ads are also very important. They depend on a number of factors. If your network includes fast-food restaurants, it's best to be present mainly at order-taking times. If you have a network of car dealerships, it's better to publish at times when people have time to think, such as weekends.
In addition, you'll need to choose your broadcast frequency: daily, weekly, monthly, every Tuesday and Thursday from 4pm to 6pm...
Using an adapted solution, such as The Ramp platform, will help you simplify this whole process by adapting it to a network of banners. On this platform, once you've defined the targets for each of your outlets, you can create a generalized or customized media plan for each of your outlets.
A media plan is the diary of your advertising campaigns, for which you choose the media, the supports, the calendar... Each choice must be made according to the target you have identified beforehand and what corresponds to it, its advertising consumption habits. It's possible to create one for a network of outlets, whether it's generalized or adapted to individual outlets.
The Ramp is the #1 solution for managing local digital advertising for network retailers and FMCG brands.
By simplifying access to all digital inventory, The Ramp enables the network headquarter, or each individual outlet, to launch local campaigns in line with the brand's catchment areas, creative assets and audiences.