Media planning involves many decisions, and it is easy for small errors to creep in. Most of them are not dramatic. They are habits and assumptions that quietly reduce the value of a budget. Here are some of the most common, with simple ways to avoid them.
The mistakes
- Starting with channels instead of goals. Picking favourite media first, then justifying them later. Begin with the objective and audience, then choose the channels that serve them.
- Spreading the budget too thinly. A little in many places can mean not enough anywhere. It is often better to do fewer things properly.
- Chasing the lowest cost. Cheap impressions are not always good value if they reach the wrong people or are rarely seen.
- Forgetting the creative. A plan is only as strong as the ads that run on it. Make sure creative is designed for each format and environment.
- Ignoring timing. Advertising when your audience is not ready to listen, or when the market is especially crowded, can waste effort.
- Setting no clear measurement. Without agreed success measures, reviews turn into debates about opinion.
- Repeating last year’s plan. Audiences, costs and competitors change. Question old assumptions every time.
Build in checkpoints
Many of these problems can be caught with simple checkpoints. Review the plan against the brief before booking. Check creative against each format before launch. Monitor delivery during the campaign. Hold a proper review at the end.
Keep the plan flexible
Where possible, keep part of the budget flexible. This lets you respond to early results, move money towards what is working or take advantage of new opportunities. Fixed commitments have their place, but a little room to adjust is valuable.
Involve the right people
Media plans work best when strategy, creative, media and sales are all connected. Bring these perspectives together early so the plan reflects the whole business, not just one team.
Avoiding these common mistakes will not guarantee success, but it will give every campaign a stronger foundation. If you would like a fresh perspective on your media plan, the Northpeak team is always happy to talk.
