Media
Planning

The Arm Candy Approach

We build out a holistic strategy that will accomplish both the campaign goals as well as the brands business goals.

01
Planning Variables
02
Audience Profiling
03
Channel Mix
04
Media Strategy

Planning Variables

To provide insight into our planning process, we weigh potential media tactics against the following parameters to establish the plan’s identity. This allows us to develop a strategy most likely to achieve the business objectives we’ve set out to achieve.

  1. Business Objective, Goals and KPIs
  2. Conversion Type
  3. Conversion Value
  4. Data Analysis
  5. Budget
  6. Messaging, Promotion, Creative
  7. Brand Recognition
  8. Measurement

Audience Profiling

If you can think it we can target it.

Location Data

Credit Card Purchases

Car Make & Model

Browsing History

Name: John Candy

Age: 38

Salary: $135,000

Job Title: VP of Marketing

Address: 123 Media Blvd. Dallas, TX

Gender: Male

Devices: iPhone XR, Vizio 60′ TV

Evaluating the Channel Mix

The next step in our process is vetting each channel against the business objective we’re trying to achieve. Our goal is to maximize the results of media dollars. by comparing ad efficiency and ad effectiveness by tactic, we can conceptualize and estimate the expected outcome of that tactic within the holistic media mix.

10 9 8 7 6 5 4 3 2 1
Ad Efficiency

(Cost to serve ads)
x
Ad Effectiveness

(Ad Experience + Targeting + Optimization Capabilities)
=
Expected Outcome*

10 9 8 7 6 5 4 3 2 1

Our Strategy

Our planning methodology allows us to determine the best channels, audiences, flighting schedules, messages, and all of the things that need to work together… that gives us the strongest likelihood of success.

Facebook and Instagram, YouTube, Radio, Connected TV, Programmatic Display work together towards our goal.

See how Arm Candy executes Media Buying

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