Paid Media Strategy
How should we invest our paid media budget to maximize return and gain share of voice?
Who is this report for
- CMO
- Digital Marketing Director
- Head of Performance Marketing
- Media Director
- Acquisition and growth teams
Report description
The report designs a complete paid media strategy, from media landscape analysis to budget allocation and channel mix.
It applies the most rigorous media planning frameworks: Binet & Field 60/40 rule, IPA/Nielsen SOV-SOM/ESOV, and the MTA-MMM-Incrementality measurement triangle.
The result is a complete media plan with budget allocation by channel, audience strategy, and implementation roadmap with 3 investment scenarios.
What this report covers
Media Landscape and Ad Spend
Full-Funnel Strategy (TOFU/MOFU/BOFU)
Budget Allocation (Binet & Field 60/40)
SOV vs SOM and Competitive Positioning
Channel Mix Strategy
Audience and Targeting Strategy
KPIs and Industry Benchmarks
Creative Strategy
Bidding and Campaign Optimization
Measurement and Attribution (MTA, MMM, Incrementality)
Competitive Paid Media Analysis
Programmatic and Advanced Buying
Flight Plan and Investment Scenarios
Recommendations and Final Media Plan
Typical use cases
Designing the annual media plan with budget allocation by channel and investment scenarios.
Optimizing the channel mix to maximize ROAS and cross-channel synergies.
Defining the measurement strategy with MTA-MMM-Incrementality triangulation.
Competitive share of voice analysis to identify investment gaps.