* ROI - Does the plan maximise my budget and deliver budget stretch
* Audience delivery - How much wastage or overlap exists. Is the plan correctly balanced between reach and frequency
* Effective frequency - How is my audience being impacted to create a result versus token impact that is unlikely to get a result
* Seasonality- What cycles affect your business over 12 months of the year. Plan around cyclical patterns
* New mediums - What new media have been considered that have entered the market since previously advertising. What are the audience shifts
* Engagement - Does the plan involve my audience to act and respond. Media Planning needs to solicit a follow up or sale. Is the plan designed to encourage response
The role of the media specialist has changed. The days of remote agencies working away from the client's office are fading fast
The rise of the independent media specialist who works on site at the client's offices is the preferred way to operate.
The reasons for this are threefold
1. The in house media specialist works collaboratively on your day to day business and understands what makes it happen
Key word here is Transparancy
2. Responsibility of budget aligned to corporate and brand goals and consultative approach with peers and colleagues
3. Responsibility for results and outcomes which are shared openly in-house as they happen. Stay on top of the ever changing media market
Spend time with a media specialist who has the empathy and feel for media and can add the human elements to every campaign.
It's called " Gut Feel " an often forgotten attribute in a data driven industry.
Ensure your media specialist is not addicted to third party computer generated models devoid of savvy, skill and empathy with the media category.
At Media Futures, media is an art, not a science.