Key Takeaways

Media planning bridges creativity and performance – It ensures every pound, pixel and post serves a clear purpose, avoiding wasted spend and creating campaigns that deliver measurable results.
The 5 Commandments keep campaigns on track – Know your brand, define goals, map the roadmap, execute with precision, and evaluate relentlessly to build stronger campaigns each time.
Flexibility is key in execution – A strong plan provides structure, but success depends on adapting quickly to data and insights as campaigns unfold.

Media Planning: More Than Just Posting at 5 pm

To put it simply, media planning is the process of deciding when, where, how, and why your brand shares content with consumers and potential consumers. It is about ensuring that every pound, every pixel, and every post is working towards a clear purpose.

On paper, it sounds simple. But in practice? Media planning is anything but. It involves multiple moving parts – platforms, budgets, formats, KPIs, creative assets – all of which must align to create campaigns that not only look good but also perform.

That said, media planning does not have to be overwhelming. With the right principles in place, it becomes far more manageable. At One Day, we like to think of these principles as commandments – the non-negotiables that form the foundation of any effective media strategy.

So sit back, relax, and let us walk you through the 5 Commandments of Media Planning. 😜

Why Is Media Planning Important?

Let’s start with the basics. Why bother with media planning in the first place?

The answer is simple: because it gets results.

Without a plan, you risk throwing money into the digital void – hoping for engagement, praying for conversions, but with little certainty. With a plan, you can:

Anticipate costs and avoid nasty surprises.
Decide which platforms, placements and formats will best deliver your message.
Optimise timing and frequency so your content reaches people when they are most receptive.
Align creative with strategy, ensuring consistency across channels.
Measure results against clear, predefined goals.

In short: media planning is the bridge between creativity and performance. Without it, campaigns lack direction. With it, they can achieve amazing results.

The 5 Commandments of Media Planning

1. Who Are We? (Know Thy Brand)

Commandment #1: Know Your Brand.

Before you can decide where or how to advertise, you must first understand who you are. What is your brand’s identity, voice, and message? What values do you represent, and what promise do you make to your customers?

This is not just introspection – it is the foundation of all media planning. Who you are determines who your audience is, and vice versa.

Practical steps:

Conduct market research to understand how consumers currently perceive your brand.
Audit your own content – is your brand voice consistent? Does it align with your values?
Benchmark against competitors to see how your positioning stands out.

Once you truly know your brand, tailoring your media plan to reflect your values and appeal to your target audience becomes far easier.

2. What Do We Want? (Define Clear Goals)

Commandment #2: Set Definable Goals.

A campaign without goals is like a journey without a destination. You’ll move, but you’ll never know if you’ve arrived.

Goals can vary depending on brand needs. Some may focus on:

Engagement – driving interaction and conversation.
Awareness – ensuring more people know about your brand.
ROI – maximising revenue from every pound spent.
Conversions – encouraging direct sales, downloads or sign-ups.

Whatever your goal, write it down, define it clearly, and keep it front and centre throughout the planning process. Every decision – from creative choices to media buys – should be measured against this goal.

3. How Will We Get There? (Build the Roadmap)

Commandment #3: Create the Plan.

Once you know who you are and what you want, it is time to map out the “how”. This is where media planning becomes practical.

Which platforms best reach your audience – Facebook Ads, TikTok, YouTube, programmatic display, influencer marketing?
What mix of formats works best – short-form video, carousel ads, static posts, OOH extensions?
How often should you post, and at what times of day or week?
What proportion of budget should go to awareness vs. conversion activity?

There is no one-size-fits-all answer. The right plan will differ for every brand and every campaign. But the principles remain the same: know your audience, know your platforms, and connect the two with a smart allocation of creative and budget.

Think of it as your campaign roadmap. Without it, you are driving blind. With it, you can anticipate the bumps, avoid dead ends, and stay on track to reach your destination.

4. Here We Go… (Execute with Precision)

Commandment #4: Do the Thing.

Yes, this is the stage where plans become action. But execution is not just about pressing “publish.” It is about coordination, clarity and accountability.

Ensure all stakeholders know their roles – from creative teams to media buyers.
Double-check that tracking is set up correctly before launch.
Test assets across formats to avoid issues with cropping, audio or quality.
Launch in stages if necessary, monitoring performance closely in the early days.

Execution is also where agility matters. A plan is important, but digital media requires flexibility. If the data shows something isn’t working, be ready to pivot quickly.

5. Well, That Went Well! (Evaluate and Learn)

Commandment #5: Measure Against Goals.

When the campaign ends, evaluation begins. This is the stage many brands rush – but it is the most valuable of all.

Do not just ask: what went well? Ask: did we achieve our goals?

If engagement was the goal, did your metrics reflect that?
If ROI was the goal, did the campaign generate profit above spend?
If conversions were the goal, did they increase meaningfully?

And importantly, learn from what didn’t work. Perhaps engagement improved, but conversions did not. Why? Perhaps awareness grew, but ROI suffered. What can you do differently next time?

Link every result back to the original goal. That way, each campaign strengthens the foundation for the next one.

Bringing It All Together

Media planning is often treated as a dry, logistical exercise. But in reality, it is the engine room of great campaigns. By following these 5 commandments, brands can turn complexity into clarity, chaos into structure, and spend into results.

Know your brand.
Define your goals.
Plan your roadmap.
Execute with precision.
Evaluate relentlessly.

Get these right, and your media planning will stop being a headache and start being a competitive advantage.

Final Word

The digital landscape is crowded. Consumers are bombarded with content every second of the day. Without a thoughtful media plan, even the best creative risks being lost in the noise.

The good news? With discipline, structure, and a few golden rules, media planning does not need to be overwhelming. It can be simplified, structured, and even enjoyable.

So next time you sit down to map out a campaign, remember the 5 Commandments. 📜 Because in media planning, as in life, the fundamentals are what keep everything on track.