Once an agency receives a campaign brief from a client, depending on the structure of the agency, a planner will write a strategy document based on consumer insights and distribute it to the media team(s); or an account director or media director may get the brief and develop a (media) strategy. Tools such as Roy Morgan or Panorama are used in the channel planning process to determine which media channels to include in the plan based on target audience use.

The planner/buyer (the lines between planning and buying are often blurred with online, and both roles may be done by the same person) develops an online/digital media strategy based on the advertiser’s objectives, and needs to articulate the appropriate success metrics for the campaign - beyond merely clicks. The planner also needs to consider the appropriate digital channels (e.g. web, games, mobile, etc.), as well as controlling reach and frequency via targeting and/or frequency capping, and whether there are any creative considerations (e.g. does creative already exist for this campaign and are there any limitations as to where it can run?). The planner also needs to determine selection criteria for publishers who make the schedule.

The online planner/buyer then uses research tools to build a short list of media suppliers to brief. Unlike print, there is no directory of sites/sellers to refer to for online media contact and rate card information. That means planner/buyers need to be open to reps pitching new properties, they may need to do some searches, enhance their planning with tools such as Google Planner, read articles, and stay informed on what’s available in the market.

While planner/buyers can use research tools to make decisions on website buys, there are no comparable tools for mobile or other channels, so planner/buyers need to review individual stats and proposals supplied by the providers. Budgets are allocated based on opportunity costs and decisions on percent of budget to spend on each channel.

Depending on the level of integration within an agency, planner/buyers will coordinate with the main media teams along this process.

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