Course Overview

  • icon1 day course
  • iconCertificate of Attendance
  • iconIn-person, Live Online, Private
    info-icon

Effective media planning is the backbone of any successful digital marketing campaign. In this one-day course, you’ll learn how to create a strategic media plan that aligns with your marketing objectives and drives measurable results.

We’ll walk through the process of audience segmentation, platform selection, budget allocation, and performance forecasting. You’ll also discover how to integrate different digital channels—such as display, video, social, and search into a cohesive plan.

Whether you’re new to media planning or looking to sharpen your skills, this course provides actionable insights you can apply immediately.

Our Media Planning for Digital Marketing course is available as a scheduled session at our training centre in The Shard, London, or live online. We also offer it as a private course, delivered virtually, at your offices, ours, or any location that works best for you, whether in the UK or internationally.

What you'll learn

By the end of this course, you will be able to:

  • iconDevelop comprehensive media plans
  • iconAllocate budgets effectively
  • iconSelect appropriate digital channels and platforms
  • iconMeasure and analyze campaign performance

Course agenda

Foundations of Modern Media Planning

  • Understand the evolving role of media planning in a digital-first world
  • What is digital media planning in 2025?
  • Media planner vs. media buyer: responsibilities and collaboration
  • The shift from channel-first to audience-first planning
  • Owned, earned, paid, and shared media integration
  • How privacy, automation, and AI have changed media planning

Setting Objectives & Defining KPIs

  • Start with strategy, not spend
  • Aligning media plans with business and marketing goals
  • Translating funnel stages into measurable objectives (awareness, engagement, conversion, retention)
  • Choosing meaningful KPIs: CPM, CTR, CVR, ROAS, incremental lift
  • Brand vs. performance goals - and how to balance them
  • Benchmarking and forecasting campaign impact

Audience Planning & Segmentation

  • Know your audience and how to reach them effectively
  • Using first, second, and third-party data in planning
  • AI-enhanced segmentation and predictive modeling
  • Defining audience personas and mapping media touchpoints
  • Cross-device, cross-platform targeting (mobile, web, CTV, etc.)

Channel Selection & Budget Allocation

  • Pick the right mix and make your money count
  • Evaluating digital channels: paid search, programmatic, social, video, native, retail media
  • Allocating budgets across funnel stages and audiences
  • Platform strengths and limitations (Meta, Google, TikTok, LinkedIn, Amazon Ads, etc.)
  • Testing frameworks (A/B, multivariate, geo splits)

Building & Presenting a Media Plan

  • Structuring a media plan: audience, channels, budgets, KPIs, timeline
  • Media mix modeling and scenario planning
  • Building a media calendar
  • Briefing creative teams with media insights
  • Presentation best practices for clients and stakeholders

Measurement, Optimization & Reporting

  • Track what matters and adjust in real time
  • Campaign tracking setup and tagging
  • Attribution models: last-click vs. data-driven vs. MMM
  • Optimization levers: audience, bid strategy, creative, placements
  • Post-campaign analysis: what to measure and how to report it
  • Dashboards and reporting tools

Who it's for

This course is perfect for:

  • Media planners and buyers
  • Digital marketing managers
  • Brand strategists

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