Media Planners – The Estimators & Executors


“In our business, whenever there’s a disruption, our clients need guidance.” CEO Michael Roth, Interpublic Group

Clients always need guidance. What if it needs to be done on a shoestring budget? Proper planning and cost estimation is very important to succeed a campaign. Implementing and conveying an innovative advertising or marketing message to the target audience is not a cakewalk. It is often regarded as an uphill task. It always depends upon the media planning department of ad agencies to determine if they are up for the challenge. Having served clients in major markets nationwide, the media planners can be termed as one of the front runners in the vast field of online advertising. Each and every department has their own expertise across the varied verticals of the media world, online and offline, traditional and new age, local, national and international. The task of media planners is to provide the client with a specific media mix. Once the process is determined and agreed upon, it is the work of the media planning and buying experts to channel out a perfect strategy for you. The media planners are witnessing a new trend these days, with programmatic buying making inlets into the digital ecosystem. Planners and buyers can help you move forward with marketing services that includes negotiating rates and ad placement. With the experience & impeccable knowledge in media planning and media buying, they can help clients benefit from volume discount rates and negotiating skills. The media planning process is pretty much more than spots and dots. Media planners often see their role from a brand contact perspective. Other than focusing only on the medium used for advertising idea diffusion, media planners also chart out an astute plan to create and manage brand contact. Media planning is generally considered to be a 4 pointer process which consists of

1) Charting out media objectives in tandem with marketing and advertising objectives

2) Developing an innovative media strategy for the implementation of the planned media objectives

3) Designing media tactics and solutions for the success of the media strategy in the market

4) Charting out procedures for evaluating the effectiveness of the media plan.

The foremost motive of a media plan is to select the target audience: the people whom the media plan attempts to influence through various forms of brand contact. As media objectives are subordinate to marketing and advertising objectives, it is very important to gauge how the target audience is incorporated in the marketing and advertising strategies. Afterwards, they need to set communication goals. The communication goals are mainly based on the target reach. Identifying the target audience and panning out media strategies are the primary tasks of media planners. Designing media tactics are largely carried out by media buyers. Media buyers at various ad agencies select media vehicles to implement established media strategies. Among the major factors that affect media vehicle selection are reach and frequency considerations. The pivotal media planning services include the following verticals.


  • Media Planning
  • Media Buying
  • Media Placements
  • High Profile Product Placements



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“Thinking Aloud” reflects the emerging trends and varied outlook of the rapidly evolving internet and communication sector. An IAMAI publication, this is a part of the market education initiative of the association.

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