If Your Media Buy Dictates the Media Plan, Do You Have a Plan?

By February 26, 2021 March 2nd, 2021 Media, Media Planning

Flying BlindA recent “Global Media Trading Report” released by ID Comms found that 38% of those surveyed believe “the media buy dictates the plan.” Further, many respondents suggested that “channel and or vendor biases” dictate buying decisions, rather than strategic planning.

Regardless of the context of the survey questions and or media type (i.e. traditional, digital, programmatic, connected, etc.) these findings are startling to say the least.

Call us traditionalists, but we cannot think of a sound rationale for investing one’s media dollars, absent a plan that is linked directly to the organization’s marketing goals and business objectives.

However, given the number of folks that believe media buys drive planning decisions mindset, one must assume that this practice is occurring on an all too frequent basis. A reality that is difficult to fathom in light of the complex, highly fragmented nature of the media marketplace.

The notion that resource-allocation decisions would be made on the basis of channel bias rather than sound analysis such as holistic media mix review, target audience media consumption patterns, coverage/reach/frequency modeling, competitive activity and editorial environment is concerning.

In our advertising assurance practice, we sometimes come across examples of inadequate media planning processes or insufficient resources being deployed in the execution of a plan. The tip-off almost always being when the “Plan” more closely represents an Excel worksheet recapping a proposed media schedule, rather than a formal media plan document with the requisite components. But never have we encountered an advertiser that would accept the premise of media buys or channel biases driving planning decisions.

Far be it for us to challenge such widely held beliefs.

The question to be posed to advertisers is simply, “Which approach do you espouse?” For our money, when it comes to media resource allocation decisions channel biases be damned, we would follow the guidance of 19th century scientist and inventor Alexander Graham Bell: “Before anything else, preparation is the key to success.”

Author Cliff Campeau

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