Every channel
In the past three months social advertising made 24.2 %* of Finns visit a website or a store, out of home 8.0 %*. Channels do different jobs, and media strategy hands out those jobs.
01
What media strategy is
Marketing strategy decides the task. Media strategy decides how media carries it out. It gives every channel a role, splits the budget by those roles and settles the balance between continuous advertising and campaigns. It also records what is expected from each channel and which metric proves it. We plan, build and optimise the mix that fits the objective at hand, and we size it precisely. The strategy holds for a year at a time, so it also guides the negotiations with media owners.
02
A few lessons
Contact prices between channels differ by several times over. That is why the choice of channel decides the outcome more than a negotiation inside one channel. The negotiation is still worth having, but only once the roles are set. The second lesson concerns habit. Roles are best handed out according to measured audience data. An established category habit easily points to a channel where your own audience is not.
03
How we work
People do the work: a strategist, a planner, a specialist and an analyst. We give the channels their roles and split the budget by the objective, not by last year. Where it helps, the Marketing Engine handles the part that repeats hundreds of times: following budget delivery and results by channel. We give every client the most modern tools in the field for gathering insight, running the advertising and following the results.
04
Sources
* NØRR3 Media Insights, Norstat panel, August 2026, n = 2 022, aged 18 to 74.
Examples of what we do
- Roles and goals for the channels
- Budget split by role
- The balance of continuous advertising and campaigns
- The rhythm and timing of the year
- Negotiating principles with media owners
- Metrics by channel
- Marketing Engine
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