Strategy & Planning
Media Planning and Buying
A good message gets lost if it doesn’t appear in the right place. In media planning we calculate where, when and how often your audience will see you; in media buying we make sure your budget is used as efficiently as possible.
What does media planning and buying include?
- Audience and channel analysis
- TV, radio, outdoor, print and cinema planning
- Digital media planning
- Negotiation and buying with media owners
- Airing checks and end-of-campaign report
How is a media plan put together?
We clarify the campaign’s goal and budget and build the media mix around your audience. Once you approve the plan, we buy the media and track the airing. When the campaign ends we report what worked and build the next plan on that data.
- Goal and budget We clarify what the campaign should achieve and how much budget is set aside.
- Audience and channels We work out which channels your audience uses, at what times and how often.
- The plan We combine TV, radio, outdoor, print and digital into one media mix.
- Buying We negotiate with media owners and buy the plan you approve.
- Tracking and reporting We monitor the airing and, when the campaign ends, report what worked.
Who is media planning for?
Brands that spread their advertising budget across several channels and want to see traditional and digital media in a single plan.
Traditional media or digital?
There is no single right answer; your audience and the campaign’s goal decide it. A launch that needs to reach a wide audience quickly and a campaign that wants to lift sales in one city call for different mixes.
We treat channels as parts that complement each other, not rivals, so the same message on TV, on a billboard and on a phone screen reinforces itself.
What determines a media planning and buying budget?
Most of a media campaign’s cost is the airtime and space paid to media owners; the planning, buying and tracking work varies with the scope of the plan.
- Number and type of channels used
- Campaign length and timing
- Target reach and frequency
- National, regional or local coverage
- How detailed the reporting needs to be during the campaign
Media planning and outdoor advertising in Ankara
For brands in Ankara we plan with the city’s local media, outdoor sites and the daily movement of your audience in mind. We can review the plan together at our office in Beştepe, Yenimahalle. For national campaigns we manage media across Türkiye within the same plan.
Frequently asked questions
What is the difference between media planning and media buying?
Media planning decides where, when and how often an ad appears; media buying puts that plan into action by negotiating with media owners. Running both from the same team keeps the bought airtime and space tied to the goals of the plan.
Can you build a media plan for a small budget?
Yes, and the smaller the budget, the more planning matters. Rather than spreading a limited budget thinly across many channels, we recommend reaching enough frequency in the one or two channels where your audience is most present. Digital channels offer a flexible starting point for plans like this.
How do we know whether the campaign worked?
Before the campaign starts, we agree what to measure: reach, frequency, site visits, search interest or sales. We track the data coming from media owners during the run, and at the end we report clearly what worked against those goals. The next plan is built on that report.
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