mediaplan

Mediaplan is a planning document and process used in advertising to outline how a campaign will reach its target audience across media channels while managing budget and timing. It describes where, when, and how often messages should run to achieve stated objectives, such as awareness, consideration, or conversions. A mediaplan typically covers the target audience profile, the proposed media mix, scheduling, budget allocation, and a measurement plan. It also explains the rationale for channel choices and the expected outcomes in quantitative terms.

Key components include audience segmentation and insights, channel rationale, reach and frequency targets, flighting or scheduling patterns, media buys and placements, and a framework for tracking performance. Common metrics cited in mediaplans are reach, frequency, gross rating points (GRP), impressions, cost per thousand (CPM), and performance indicators such as ROAS or CPA. The plan may also specify viewability, brand safety requirements, and attribution approach.

The process usually involves defining campaign objectives, researching the media landscape, selecting channels, allocating budget, creating a flighted or continuous schedule, and documenting decisions in a formal plan. Throughout the campaign, the mediaplan guides optimization and reporting, adjusting investments in response to performance.

Mediaplans are used across traditional and digital channels, including television, radio, print, out-of-home, display, video, social, search, and programmatic media. They are created by media planners or agencies and serve as a roadmap for media buying and campaign measurement.