Glossary A–ZLetter M
Media plan
A media plan sets out in which media, at which locations, over what period and with what budget a campaign is to run.
It also states the objectives and the expected performance figures, such as impressions or reach. It is usually drawn up by a media agency.
For a screen network, the media plan shows which locations are booked, how often a creative plays, which spot length applies and which impressions have been promised. An example: four weeks in March, 120 screens in stations in three cities, a ten-second spot six times an hour, Monday to Saturday from 6 a.m. to 10 p.m. The same details for the campaign's other media sit alongside.
The media plan is the basis for comparing what was promised with what was delivered. After the campaign, operators should be able to show with a playout report that the plan was fulfilled, and explain any deviations, such as devices that failed. It is important that both sides use the same terms, for example whether impressions means gross impressions. A media plan is no guarantee of effect.