A plan that
The budget is known, but the question of how many people it reaches, and how many times, often goes unasked. A media plan answers that in numbers.
01
What media planning is
Media strategy decides the roles of the channels. The media plan makes them concrete. It defines the audience and its size, sets reach and frequency, splits the budget across channels and locks the timing. After that we negotiate the rates and place the buys. We plan, build and optimise the mix that fits the objective at hand, and we size it precisely. The plan keeps moving during the campaign, because the results show where the next euro belongs.
02
A few lessons
Channel choices are best made from measured audience data. Industry habit easily produces a plan that looks like a competitor's plan. The same channel choice does not fit two different audiences, so a campaign with two target groups needs two plans. The second lesson concerns promises. Part of the audience cannot be reached online at all, since 20.3 %* of Finns use an ad blocker. That is worth counting in the first time reach is discussed.
03
How we work
People do the work: a strategist, a planner, a specialist and an analyst. We build the plan from measured audience data, negotiate the rates and take responsibility for the buys and the schedule. Where it helps, the Marketing Engine handles the part that repeats hundreds of times: asset deliveries, campaign build and pulling the results together. 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
- Audience definition and its size
- Reach and frequency targets
- Budget and timing by channel
- Rate negotiation and buying
- Asset schedules and deliveries
- Optimisation while the campaign runs
- Marketing Engine
Related Cases
Big or small, we scale the solution to the challenge.
Contact Us
Big or small, we'd like to hear about it. We're known for fast, professional service.
Contact us