Meediaplaani

Meediaplaani is a structured document used in marketing and advertising to outline how a brand’s budget will be allocated across media channels to achieve predefined objectives. It serves as a blueprint for media buying, creative development, and campaign measurement, aligning teams and guiding execution.

A typical meediaplaani contains several core elements. These include the campaign objectives and the target audience, the rationale for the chosen media mix (including traditional channels such as TV, radio, print, and outdoor, as well as digital channels like display, video, social, and search), the budget by channel, and the scheduling or flighting plan. It also specifies the required creative assets, delivery formats, contingencies, and a set of key performance indicators and a measurement plan.

The planning process generally follows several steps. It begins with a brief and goals, followed by audience research and segmentation. Then comes channel selection and budget allocation, a calendar with flighting details, and buy recommendations. After approval, the plan moves into execution, with ongoing optimization and end-of-campaign analysis to assess performance against targets.

Metrics commonly used in meediaplaani include reach, frequency, impressions, gross rating points, and cost metrics such as CPM, CPC, and CPA. Effectiveness is assessed through short-term results like conversions or sales and longer-term brand impact, often supported by attribution across touchpoints.

In practice, a meediaplaani guides collaboration among media planners, media buyers, account teams, and clients, translating strategic goals into concrete media buys and a measurable campaign path.