Media planning decides where ads go. It answers questions about which channels, which audiences, which dayparts, and which budget split. The output is a plan that media buyers then execute.

Planners start with the objective. Awareness campaigns need broad reach. Direct response campaigns need precise targeting and measurable conversion. The same budget produces very different plans depending on the goal.

Core planning decisions

• Which channels fit the audience
• How much budget goes to each
• When ads should run
• How success will be measured

Planners lean on research tools and past campaign data. They also balance science with judgment, because no model captures everything about how people encounter advertising.