the.com/media planning
deciding where to spend an ad budget so the right eyeballs see it before the money runs out.
means the strategic process of choosing which channels, platforms, and time slots will carry an ad campaign to reach the target audience most efficiently.
from emerged in the 1960s ad agency boom, when tv, radio, and print buys got complex enough to need their own specialists separate from the creatives.
vs media buyingplanning decides where, buying negotiates the price
core metricreach and frequency, not just impressions
programmatic shiftalgorithms now do micro-decisions humans used to make
gross rating pointsstill used, invented for 1950s tv measurement
for instance
super bowl ad slots — nfl sells them for over 7 million per 30 seconds, 2024
old spice campaign — wieden and kennedy shifted budget to youtube in 2010, went viral