Media Strategy
Media planning
We commit to the outcome in numbers before anything runs
A plan should be a testable hypothesis, not a pitch document. GrowBridge simulates how many people this budget reaches and how often before anything runs, then reports that promise next to the actual result once the campaign ends.
A plan packed with channels looks safe but usually moves nothing. Spread a budget thinly across many channels and none of them reaches a frequency anyone remembers. We concentrate on the channels that can move the core metric and take the rest out of the plan.
Approach
- Set effective reach and effective frequency targets and calculate cross-media duplicated reach
- Assign a role to each channel. Separate the media that build scale from the media that persuade
- Remove placements that do not fit the brand and spend that exists only to be used up
- Design the flighting. Align it with peak season, product launches, and competitor activity
- Build in a measurement window so before and after can be compared
DeliverablesMedia plan · Reach and frequency simulation · Flighting chart
What every plan includes
- The budget for each channel and the reason it was allocated there
- Expected effective reach and average frequency
- Estimated net reach, with duplicated reach excluded
- A measurement window that allows before-and-after comparison
- The channels we decided not to run and why
We spell out that last item because a plan that cannot explain what it left out is not the result of a choice.
The data and tools behind this simulation are covered in Ad Tech / Planning & Simulation.
Next step Securing that plan at the terms actually available. See media buying
Your current media plan can buy more on the same budget
Share the plan and terms you are running now, and we will propose how much more exposure the same budget can secure.