Media planning and buying across search, social, programmatic and CTV

A plan built around your audience

Buying media without a plan usually means buying whatever a sales rep pitched last. Planning starts with your audience: who they are, what they watch, read and scroll, and when they are most open to hearing from you. Channels are chosen to reach them at a sensible cost, with a budget split that reflects what each channel is expected to deliver.

The plan sets reach and frequency goals, flight dates and the measures each channel will be judged on, before any money is committed. Creative requirements for each channel are listed up front, so production can start in parallel.

Beyond search and social

Search and social belong in most plans, but many audiences are easier to reach elsewhere. Programmatic display and video buy ad space across large networks of websites and apps through automated auctions, targeted by audience rather than by site. Connected TV places ads on streaming services watched on television screens, and streaming audio reaches people through music and podcast apps.

These channels can extend reach well beyond what search and social achieve alone, but they need careful setup: brand-safety controls, frequency caps so the same person does not see an ad twenty times, and placement reviews that remove sites wasting budget. Third-party verification can be added for brands that need independent checks on viewability and fraud.

Pacing, optimisation and reporting

Once campaigns are live, budget pacing keeps spend on track across the flight, and optimisation shifts money toward the audiences, placements and creative that perform. Cross-channel reporting puts results side by side, with brand measures such as reach and video completion next to response measures such as visits and conversions. Insights from each flight shape the plan for the next one.

This service suits brands with budgets large enough to test several channels and a goal that includes awareness, not just immediate leads. Smaller local businesses usually get more from focused Google Ads or Meta campaigns. For those businesses, that recommendation is made at the start rather than after the budget is spent.