# Media Plan

**Card ID**: `ADV-{PROJECT}-{NNNN}`
**Version**: 1.0
**Status**: Draft | Approved | Active | Complete
**Campaign**: {CAMPAIGN_NAME}
**Period**: {START_DATE} to {END_DATE}
**Owner**: {OWNER_NAME}

---

## Executive Summary

### Campaign Overview

{2-3 sentence summary of campaign, objectives, and media approach}

### Budget Summary

| Category | Planned | Actual | Variance |
|----------|---------|--------|----------|
| Total media | ${Amount} | ${Amount} | {+/-}% |
| Working media | ${Amount} | ${Amount} | {+/-}% |
| Fees | ${Amount} | ${Amount} | {+/-}% |

### Key Metrics

| Metric | Target | Actual |
|--------|--------|--------|
| Reach | {Number} | |
| Impressions | {Number} | |
| {Primary KPI} | {Target} | |
| {Secondary KPI} | {Target} | |

---

## Campaign Objectives

### Business Objective

{Specific business outcome this campaign supports}

### Media Objectives

| Objective | KPI | Target |
|-----------|-----|--------|
| Awareness | Reach / Impressions | {Target} |
| Consideration | Clicks / Engagement | {Target} |
| Conversion | Conversions / ROAS | {Target} |

---

## Target Audience

### Audience Definition

| Attribute | Primary Audience | Secondary Audience |
|-----------|-----------------|-------------------|
| Demographics | {Details} | {Details} |
| Geography | {Locations} | {Locations} |
| Interests | {Interests} | {Interests} |
| Behaviors | {Behaviors} | {Behaviors} |

### Audience Size Estimates

| Platform | Primary Reach | Secondary Reach |
|----------|--------------|-----------------|
| Meta | {Number} | {Number} |
| Google | {Number} | {Number} |
| LinkedIn | {Number} | {Number} |
| TikTok | {Number} | {Number} |

---

## Media Strategy

### Channel Strategy

| Channel | Role | Investment | % of Total |
|---------|------|------------|------------|
| Paid Social | {Role in funnel} | ${Amount} | {%} |
| Paid Search | {Role in funnel} | ${Amount} | {%} |
| Display/Programmatic | {Role in funnel} | ${Amount} | {%} |
| Video | {Role in funnel} | ${Amount} | {%} |
| Native | {Role in funnel} | ${Amount} | {%} |
| Audio | {Role in funnel} | ${Amount} | {%} |
| OOH | {Role in funnel} | ${Amount} | {%} |
| **Total** | | **${Amount}** | **100%** |

### Flighting Strategy

| Phase | Dates | Focus | Spend Level |
|-------|-------|-------|-------------|
| Launch | {Dates} | Awareness | Heavy-up |
| Sustain | {Dates} | Consideration | Steady |
| Push | {Dates} | Conversion | Heavy-up |
| Tail | {Dates} | Retargeting | Reduced |

---

## Channel Detail: Paid Social

### Platform Allocation

| Platform | Budget | Objective | Placements |
|----------|--------|-----------|------------|
| Meta (FB/IG) | ${Amount} | {Goal} | Feed, Stories, Reels |
| LinkedIn | ${Amount} | {Goal} | Feed, Sponsored Content |
| TikTok | ${Amount} | {Goal} | For You, TopView |
| Twitter/X | ${Amount} | {Goal} | Feed, Promoted |
| Pinterest | ${Amount} | {Goal} | Feed, Search |

### Targeting Approach

| Platform | Primary Targeting | Secondary Targeting |
|----------|------------------|---------------------|
| Meta | {Targeting} | {Targeting} |
| LinkedIn | {Targeting} | {Targeting} |
| TikTok | {Targeting} | {Targeting} |

### Format Mix

| Format | Platforms | Budget % | Creative Needed |
|--------|-----------|----------|-----------------|
| Static | All | {%} | {#} variations |
| Carousel | Meta, LinkedIn | {%} | {#} sets |
| Video | All | {%} | {#} versions |
| Stories | Meta, TikTok | {%} | {#} variations |

---

## Channel Detail: Paid Search

### Budget Allocation

| Campaign Type | Budget | Objective |
|---------------|--------|-----------|
| Brand | ${Amount} | Defend brand terms |
| Non-brand | ${Amount} | Capture demand |
| Competitor | ${Amount} | Conquest |
| Shopping | ${Amount} | Product visibility |
| Performance Max | ${Amount} | Full funnel |

### Keyword Strategy

| Theme | Match Types | Est. Volume | Competition |
|-------|-------------|-------------|-------------|
| {Theme 1} | Exact, Phrase | {Volume} | {High/Med/Low} |
| {Theme 2} | Exact, Phrase | {Volume} | {High/Med/Low} |
| {Theme 3} | Broad modified | {Volume} | {High/Med/Low} |

### Expected Performance

| Metric | Brand | Non-Brand |
|--------|-------|-----------|
| Avg CPC | ${Amount} | ${Amount} |
| Est CTR | {%} | {%} |
| Conv rate | {%} | {%} |

---

## Channel Detail: Display/Programmatic

### DSP/Platform

| Platform | Budget | Targeting | Formats |
|----------|--------|-----------|---------|
| {DSP} | ${Amount} | {Method} | {Sizes} |
| Google Display | ${Amount} | {Method} | {Sizes} |

### Targeting Layers

| Layer | Method | Purpose |
|-------|--------|---------|
| Contextual | {Categories} | Relevance |
| Audience | {Segments} | Reach |
| Retargeting | {Pools} | Conversion |

### Inventory Strategy

| Inventory Type | % Budget | Quality |
|----------------|----------|---------|
| Premium/PMP | {%} | High |
| Curated | {%} | Medium-High |
| Open exchange | {%} | Variable |

### Viewability/Brand Safety

- Viewability target: > {%}
- Brand safety: {Verification partner}
- Fraud detection: {Method}

---

## Channel Detail: Video

### Platform Mix

| Platform | Budget | Format | Targeting |
|----------|--------|--------|-----------|
| YouTube | ${Amount} | TrueView, Bumper | {Targeting} |
| CTV/OTT | ${Amount} | :15/:30 | {Targeting} |
| Social video | ${Amount} | Native | {Targeting} |

### Video Lengths

| Length | Platforms | Purpose |
|--------|-----------|---------|
| :06 | YouTube, Social | Awareness/frequency |
| :15 | All | Core message |
| :30 | CTV, YouTube | Full story |
| :60+ | YouTube, CTV | Deep engagement |

### Completion Targets

| Length | Target Completion |
|--------|------------------|
| :06 | 90%+ |
| :15 | 70%+ |
| :30 | 50%+ |

---

## Weekly Budget Pacing

### Spend Schedule

| Week | Dates | Planned Spend | Cumulative | Focus |
|------|-------|---------------|------------|-------|
| 1 | {Dates} | ${Amount} | ${Amount} | Launch |
| 2 | {Dates} | ${Amount} | ${Amount} | |
| 3 | {Dates} | ${Amount} | ${Amount} | |
| 4 | {Dates} | ${Amount} | ${Amount} | |
| 5 | {Dates} | ${Amount} | ${Amount} | |
| 6 | {Dates} | ${Amount} | ${Amount} | |
| 7 | {Dates} | ${Amount} | ${Amount} | |
| 8 | {Dates} | ${Amount} | ${Amount} | Wrap |
| **Total** | | **${Amount}** | | |

### Pacing Notes

{Notes on any pacing adjustments, seasonality, etc.}

---

## Measurement Plan

### Tracking Infrastructure

| Element | Status | Owner |
|---------|--------|-------|
| Meta Pixel | {Installed/Pending} | {Name} |
| Google Tag | {Installed/Pending} | {Name} |
| LinkedIn Insight | {Installed/Pending} | {Name} |
| Analytics | {Configured/Pending} | {Name} |
| Attribution tool | {Configured/Pending} | {Name} |

### Attribution Model

| Model | Application |
|-------|-------------|
| {Model type} | {How we'll use it} |

### Reporting Schedule

| Report | Frequency | Audience | Delivery |
|--------|-----------|----------|----------|
| Flash report | Daily (week 1) | Team | Email |
| Performance | Weekly | Marketing | Deck |
| Executive | Bi-weekly | Leadership | Meeting |
| Final | Post-campaign | All | Presentation |

---

## Optimization Plan

### Optimization Cadence

| Timeframe | Actions |
|-----------|---------|
| Daily | Monitor pacing, flag anomalies |
| Twice weekly | Adjust bids, pause underperformers |
| Weekly | Budget reallocation, creative refresh |
| Bi-weekly | Audience refinement, strategy review |

### Decision Triggers

| Scenario | Threshold | Action |
|----------|-----------|--------|
| High performer | {Metric} > {Target} | Increase budget |
| Low performer | {Metric} < {Threshold} | Pause/replace |
| Creative fatigue | Frequency > {X} | Rotate creative |
| Overspending | > {%} of pace | Reduce caps |

---

## Risk & Contingency

### Identified Risks

| Risk | Probability | Impact | Mitigation |
|------|-------------|--------|------------|
| {Risk 1} | {High/Med/Low} | {H/M/L} | {Plan} |
| {Risk 2} | {High/Med/Low} | {H/M/L} | {Plan} |

### Contingency Budget

| Scenario | Reserve |
|----------|---------|
| Testing new platforms | ${Amount} |
| Opportunity response | ${Amount} |
| Underperformance pivots | ${Amount} |

---

## Approvals

| Stakeholder | Role | Status | Date |
|-------------|------|--------|------|
| {Name} | Marketing Director | Pending | |
| {Name} | Brand Manager | Pending | |
| {Name} | Finance | Pending | |
| {Name} | Agency | Pending | |

---

## Appendix

### A. Detailed Targeting Specs

{Platform-by-platform targeting details}

### B. Creative Specs

{Link to creative specifications document}

### C. Insertion Orders / IO Terms

{Link to signed IOs}

### D. Competitive Spend Data

{Market intelligence on competitor media activity}

---

## Version History

| Version | Date | Author | Changes |
|---------|------|--------|---------|
| 1.0 | {DATE} | {Name} | Initial plan |

---

*Template version: 1.0 | MMK Framework*