Media Planning Services

ROAST’s Approach to Media Planning

• Data Led: Every decision starts with data. We analyse customer data, market research, competitive intelligence, and performance metrics to build a comprehensive picture of your opportunities. This means examining behavioural patterns, purchase cycles, and media consumption habits to identify moments that matter most.
• Audience First: Demographics don’t cut it anymore. We dig deeper into psychographics, intent signals, and behavioural indicators to understand who your customers really are. By building detailed personas grounded in real data, we ensure every pound reaches people most likely to engage.
• Full Funnel: Awareness doesn’t automatically convert to sales. We plan across the entire customer journey, from discovery through consideration, conversion, and retention. Upper-funnel brand building works with lower-funnel performance tactics, creating experiences that move people towards action.
• Media Agnostic: Whether it’s connected TV, programmatic display, paid social, digital out-of-home, or traditional broadcast, we recommend what works best. This agnostic stance means genuine strategic advice, not recommendations influenced by vendor relationships or commission structures.
• Measurement: What gets measured gets improved. We establish clear KPIs and implement robust tracking to monitor performance. Our measurement goes beyond vanity metrics, focusing on business outcomes: sales, leads, customer lifetime value, and return on ad spend.
• Innovation: The media landscape evolves constantly, with new formats and platforms emerging regularly. We stay ahead, testing emerging channels to identify opportunities before competitors do. From retail media networks to audio streaming, we’re expanding the toolkit available.

How Do Our Media Planning Services Help Your Business?

As a media planning agency, we solve the fundamental challenge of making sense of overwhelming complexity. Most businesses know they need to advertise, but they’re unsure where to allocate budget for maximum impact.

Our media planning services eliminate this uncertainty. We conduct thorough audits of your current media mix, identifying underperforming channels and untapped opportunities. This informs the creation of a strategic roadmap that aligns your media investment with business goals.

Beyond channel selection, we optimise budget allocation across channels throughout the year. Seasonality, competitive activity, and product launches all influence when and where you should adjust spend. We model different scenarios, helping you understand expected outcomes.

What are the benefits of Media Planning?

1. Improves efficiency: By analysing which channels and tactics deliver the strongest returns, you eliminate waste and redirect budget towards high-performing activities.
2. Creates consistency across touchpoints: Your audience encounters a cohesive brand experience rather than disconnected messages, which strengthens brand recall and accelerates the path to purchase. This orchestrated approach is particularly valuable for complex, considered purchases where multiple touchpoints influence the final decision.
3. Enables quick action when opportunities arise: With frameworks and processes in place, you can launch campaigns quickly and capitalise on market moments, seasonal trends, or competitive vulnerabilities. The alternative is scrambling to assemble campaigns reactively, which usually means missing the window entirely.
4. Provides clarity and accountability: You’ll understand exactly where your budget is going, what you’re getting in return, and how each channel contributes to business outcomes. This transparency builds confidence and enables more informed strategic decisions across your marketing function.