{"id":13003,"date":"2024-04-04T07:26:15","date_gmt":"2024-04-04T14:26:15","guid":{"rendered":"https:\/\/tegnacorpstage.wpengine.com\/advertise\/?p=13003"},"modified":"2024-04-04T07:26:15","modified_gmt":"2024-04-04T14:26:15","slug":"what-is-digital-media-planning","status":"publish","type":"post","link":"https:\/\/www.tegna.com\/advertise\/what-is-digital-media-planning\/","title":{"rendered":"What is Digital Media Planning?"},"content":{"rendered":"

Today\u2019s consumers are constantly connected, and while <\/span>we might not<\/span><\/a> see exactly 5,000 digital ads per day, ad clutter\u2014how to stand out among it\u2014is always a challenge for marketers.\u00a0<\/span><\/p>\n

That\u2019s where digital media planning emerges. It\u2019s a pivotal aspect of marketing strategies, allowing brands to navigate the complex landscape of online platforms effectively. But how can you craft a successful digital media plan?\u00a0<\/span><\/p>\n

Let\u2019s dive right in.\u00a0<\/span><\/p>\n

An Overview of Digital Media Planning<\/b><\/h2>\n

Advertising is about reaching the right audience at the right time and place. To do so effectively, you can\u2019t just take shots in the dark and hope it works. That\u2019s why <\/span>creating a media plan<\/span><\/a> is one of the most critical components of your marketing campaign.<\/span><\/p>\n

In creating a digital media plan, you\u2019ll outline the who, what, when, where, why, and how your brand intends to reach its target audience via digital channels. By researching and mapping out these variables, your cohesive plan can help campaigns reach the right audience at the right time, improve the frequency and reach, and maximize your ROI.\u00a0<\/span><\/p>\n

Why Digital Media Planning is Important<\/b><\/h2>\n

Digital media planning is essential for businesses that want to thrive in today’s digital-first world. By leveraging the power of digital channels, data-driven insights, and strategic planning, marketers can connect with their audience meaningfully, drive engagement and conversions, and ultimately achieve their business objectives. Here are a few steps to meet these goals.<\/span><\/p>\n

Online Channels & Media Buys<\/b><\/h2>\n

Where should your campaign be placed for the best results? This is where knowing your audience pays off. When you know who your people are, you know where they will be and what type of messages resonate with them. For example, if you\u2019re targeting Boomers, you\u2019ll learn that most of them consume media on broadcast TV. However, if you\u2019re targeting Gen Z, your brand may benefit more from advertising on a platform like TikTok.\u00a0<\/span><\/p>\n

Many online channels and avenues exist for media buys in digital media planning. These encompass:<\/span><\/p>\n

Programmatic Display<\/b><\/h3>\n

Programmatic display advertising involves the automated buying and selling of online ad space in real-time auctions. It allows advertisers to target specific audiences based on demographics, interests, and browsing behavior. The process also includes:<\/span><\/p>\n