Digital media planner
A digital media planner is the professional who designs the digital media plan for a campaign: where, when and with what budget it will run
What it means, how it is used and where it comes up, with its related concepts.
What it is and how it works
Working from the objectives and the audience, they choose channels and formats (search, social, display, video, audio, connected TV or digital out-of-home), allocate spend, set KPIs and timing, and coordinate with the people who buy and optimise the campaigns.
The role differs from a media buyer, who negotiates and executes the purchase, and from a trafficker or platform specialist, who sets up and adjusts campaigns, although these roles often overlap. The aim is not to reach as many people as possible but to reach the right audience at a frequency and cost that suit the objective.
Also known as
Digital planner
Topics