<div class="gn-article"><div class="gn-hero gn-reveal"> <div class="gn-hero__image"><img src="https://cdn.prod.website-files.com/687a235da6861294eec73166/68fa11ea19f4e17922d390e1_651d3d46d43cf1073e784e5a_62ff3cf088c1c7879ae8b189_Event%252520Headers%252520-%252520August%252520and%252520September.png" alt=""></div> <div class="gn-hero__head"> <span class="gn-kicker"><span class="dot"></span>Growth</span> <h1 class="gn-title">How to Build an Unmissable Media Strategy - 5 Key Considerations</h1> <div class="gn-meta"> <strong>The GO Network</strong> <span class="pip"></span> <span>19 August 2022</span> <span class="pip"></span> <span>7 min read</span> </div> </div> </div> <div class="gn-body"> <p class="gn-lede gn-reveal">Behind every effective brand is a well-planned media strategy. Still, with so many options now available - both online and in traditional media - choosing the right channels, publications and messaging for your unique business goals is a challenge in itself.</p> <p class="gn-reveal">In our latest virtual GO Network workshop for marketing team leaders, <strong>"How to Build a Media Strategy that Can't be Missed,"</strong> we explored some of the common challenges and misconceptions around media as a channel - and what you need to get laid out before investing in a media strategy that works for your business.</p> <p class="gn-reveal"><strong><em>GO Marketing+ workshops are free, strategy-focused workshops for marketing leaders looking to invest in or uplift their campaigns and channels. To join an upcoming event, take a look </em></strong><a href="https://www.thegonetwork.com/events"><strong><em>here</em></strong></a><strong><em>.</em></strong></p> <h2 class="gn-reveal"><span class="num">01</span>Media Strategy: The Basics</h2> <p class="gn-reveal">At the most basic level, 'Media Strategy' is the practice of <strong>where</strong> and <strong>how</strong> messages are going to be delivered to consumers or niche markets.</p> <p class="gn-reveal">It involves <strong>identifying the characteristics of potential customers</strong>, <strong>purchasing space on the channels</strong> (or 'media') these potential customers are consuming, and <strong>defining the characteristics of the media</strong> that will be used to deliver the message.</p> <p class="gn-reveal">Originally considered as the purchasing and advertising of more traditional, 'offline' media, 'Media Strategy' <a href="https://www.thegonetwork.com/news/where-to-get-started-with-your-media-spend">as it stands today</a> can incorporate a huge range of channels.</p> <p class="gn-reveal">This evolution of the discipline can sometimes cause confusion in how we define Media in 2022 - so, here are the basics.</p> <h3 class="gn-reveal">What are the differences between Media Strategy, Planning, and Buying?</h3> <p class="gn-reveal">We asked <a href="https://www.linkedin.com/in/katyclarkson/"><strong>Katy Clarkson</strong></a>, Head of Planning at media buying and planning agency, <a href="https://www.december19.co.uk/"><strong>december19</strong></a>, to give a definition of these key terms.</p> <blockquote class="gn-blockquote gn-reveal"><strong>'Media strategy starts at the beginning</strong>, discovering how we can unlock the potential of a campaign. <strong>Media planning is all about the co-ordination of the strategy</strong>, and focusses on the different content and channels that are going to be used. <strong>Media Buying is the actual act of negotiating and purchasing the space</strong> on these channels and content, and focusses on the reach, impact, and value. The last area to consider - <strong>media measurement</strong> - is the final piece of the puzzle.'<cite>Katy Clarkson · Head of Planning, december19</cite></blockquote> <p class="gn-reveal"><strong><em>Read More - </em></strong><a href="https://www.thegonetwork.com/news/how-to-build-better-pr-strategies-in-2022-advice-from-the-experts"><strong><em>How to Build Better PR Strategies in 2022 - Advice From the Experts</em></strong></a></p> <h2 class="gn-reveal"><span class="num">02</span>How to Build an Unmissable Media Strategy - 5 Key Considerations to Boost Your Performance</h2> <h3 class="gn-reveal">#1 - What do you *Actually* Want to Achieve With Your Media Strategy?</h3> <p class="gn-reveal">It can be very easy for Media Strategy to be considered as a broad, vague, 'awareness' piece - but if you're looking to gain investment in your strategy (and you want to get the best return for your spend), your objectives need to go a little deeper than this.</p> <h3 class="gn-reveal">Short Term vs. Longer Term Objectives</h3> <p class="gn-reveal"><a href="https://uk.linkedin.com/in/samfentonelstone"><strong>Sam Fenton-Elstone</strong></a>, CEO and Co-Founder of <a href="https://aip.media/"><strong>Anything is Possible</strong></a> recommends planning short, mid, and long-term objectives before you start.</p> <blockquote class="gn-blockquote gn-reveal">'I think you've got to set objectives for short, mid, long term - if you just focus on one particular horizon, you're going to end up creating behaviours or making decisions based on an incorrect data set.<cite>Sam Fenton-Elstone · CEO and Co-Founder, Anything is Possible</cite></blockquote> <h3 class="gn-reveal">How Your Objectives Impact your Media Channels</h3> <p class="gn-reveal"><a href="https://www.linkedin.com/in/tanjit-pulahi-accountdirector/"><strong>Tanjit Pulahi</strong></a>, Head of Media at <a href="https://crunchdigitalmedia.com/"><strong>Crunch Digital</strong></a>, also shares how these objectives will impact your execution.</p> <blockquote class="gn-blockquote gn-reveal">'If you're looking for <strong>short-term results</strong>, the chances are that digital channels will work best. Big brands usually want to achieve <strong>longer-term memory recognition</strong> in customers to instigate sales in the future. For this, more traditional Out of Home (OOH) media can work well. If you need to grow <strong>consideration</strong>, use more educational pieces and partnerships. These help customers understand more about the brand better than using TV and radio for mass outreach.'<cite>Tanjit Pulahi · Head of Media, Crunch Digital</cite></blockquote> <p class="gn-reveal"><strong><em>Read more - </em></strong><a href="https://www.thegonetwork.com/news/where-to-get-started-with-your-media-spend"><strong><em>Where to get Started With Your Media Spend</em></strong></a></p> <h3 class="gn-reveal">#2 - How are you Setting Realistic Expectations/Benchmarks?</h3> <p class="gn-reveal"><strong>Sam</strong> shares the importance of having a practical framing of your strategy.</p> <blockquote class="gn-blockquote gn-reveal">'To <strong>understand what you can achieve, you need to understand the potential of your unique campaign</strong>. Practically and simply, you need to benchmark yourself against what's been done, or the industry average, and take it from there.'<cite>Sam Fenton-Elstone · CEO and Co-Founder, Anything is Possible</cite></blockquote> <blockquote class="gn-blockquote gn-reveal">'It's important to assess your budget and understand what you want it to achieve. Particularly when working with media agencies, it's important to align what success looks like for you. You can then build a strategy off the back of these conversations.'<cite>Tanjit Pulahi · Head of Media, Crunch Digital</cite></blockquote> <figure class="gn-fig gn-reveal"> <div class="gn-fig__media"><img alt="Tanjit Pulahi, Head of Media at Crunch Digital on how to build an unmissable media strategy" src="https://cdn.prod.website-files.com/687a235da6861294eec73166/68fa11e919f4e17922d38efe_63037fb3c4e3295807386616_Tanjit%2520Pulahi_Article%2520Quote.png" width="auto" height="auto" loading="auto"></div> <figcaption>Tanjit Pulahi, Head of Media at Crunch Digital, on building a media strategy.</figcaption> </figure> <h3 class="gn-reveal">Benchmarking Tools for your media strategy:</h3> <p class="gn-reveal"><a href="https://www.newsworks.org.uk/research/ipa-databank-study-2021/">IPA Effectiveness Studies</a></p> <p class="gn-reveal"><a href="https://www.similarweb.com/">Similarweb</a></p> <p class="gn-reveal"><a href="https://www.thinkbox.tv/research/nickable-charts/tv-viewing-and-audiences/2021-tv-viewing-report/">Thinkbox</a></p> <h3 class="gn-reveal">#3 - Which KPIs are you Using - and how Useful are They?</h3> <p class="gn-reveal">One of the biggest challenges when it comes to metrics, is deciding which ones are useful for you.</p> <blockquote class="gn-blockquote gn-reveal">'You need to focus on the metrics that matter, and don't get distracted by the ones that don't. We always start with a framework that quickly shows if you've got too many, because you can end up with a data overload.'<cite>Katy Clarkson · Head of Planning, december19</cite></blockquote> <h3 class="gn-reveal">How Many Metrics Should You Be Measuring With Your Media Strategy?</h3> <blockquote class="gn-blockquote gn-reveal">'Start with between three and six, spread across <strong>brand, behaviour and commercial.</strong> Focus on what is going to drive the big business ambitions, whether that's growth, catching up with your competitor, or whatever else it might be - but don't overdo it.'<cite>Katy Clarkson · Head of Planning, december19</cite></blockquote> <h3 class="gn-reveal">#4 - What do you Really Know About Your Audience?</h3> <p class="gn-reveal">Almost any marketer will have a strong idea of the channels their marketers are likely to be using, where that's TV, OOH, radio or otherwise. However, as <strong>Sam</strong> shares, it can get a little more complicated than that.</p> <aside class="gn-quote gn-reveal"><q>Don't assume your behaviours are the same as others in your demographic - our receptiveness and ability to respond to media will change throughout the day.</q><cite>Sam Fenton-Elstone · CEO and Co-Founder, Anything is Possible</cite></aside> <p class="gn-reveal"><strong>Context, mood, and mindset</strong> are all really important points to understand the nuance of the media channel selection.</p> <figure class="gn-fig gn-reveal"> <div class="gn-fig__media"><img alt="Sam Fenston-Elstone, CEO &amp; Co-Founder of Anything is Possible on how to build an unmissable media strategy" src="https://cdn.prod.website-files.com/687a235da6861294eec73166/68fa11e919f4e17922d38f04_63037fa2c54fc3c6474ce3af_Sam%2520Fenton-Elstone_Article%2520Quote.png" width="auto" height="auto" loading="auto"></div> <figcaption>Sam Fenton-Elstone, CEO and Co-Founder of Anything is Possible, on audience understanding in media strategy.</figcaption> </figure> <h3 class="gn-reveal">#5 - Are you Missing out With Your Channels?</h3> <p class="gn-reveal">The 'specialised' nature of Media Strategy can often mean that there isn't as strong an in-housed knowledge of these channels. So, does this lack of visibility might mean you're missing out?</p> <h3 class="gn-reveal">B2B opportunities from B2C strategies</h3> <p class="gn-reveal"><strong>Sam</strong> mentions that, 'there are specific traits of B2B which you may implement particularly at the execution stage around Account Based Marketing (ABM). However, because media channels have become more accessible, some of the elements around B2C (i.e., tapping into feelings and emotional connections), are still really important for B2B. So, you can learn a lot from fantastic consumer-focussed campaigns, and apply them to a B2B environment.'</p> <h3 class="gn-reveal">The Accessibility of TV?</h3> <p class="gn-reveal">One channel that marketers often think is particularly expensive is television. However, <strong>Katy</strong> believes that this is a common misconception.</p> <blockquote class="gn-blockquote gn-reveal">'When looking at surveys conducted by Thinkbox, you'll actually find that <a href="https://www.allresponsemedia.com/uk-tv-advertisers-spent-less-2017/">60% of all TV advertising</a> spend was under £250,000 or less. <strong>Television is doable, viable, and good for performance campaigns</strong>.'<cite>Katy Clarkson · Head of Planning, december19</cite></blockquote> <div class="gn-stats gn-reveal"> <div class="gn-stat"><span class="gn-stat__num">60<em>%</em></span><span class="gn-stat__label">of all TV advertising spend was under £250,000 or less.</span></div> <div class="gn-stat"><span class="gn-stat__num">3–6</span><span class="gn-stat__label">KPIs recommended, spread across brand, behaviour and commercial.</span></div> </div> <div class="gn-divider gn-reveal" aria-hidden="true"></div> <h2 class="gn-reveal"><span class="num">03</span>Next Steps: When and how to seek Specialist Media Support for Your Needs</h2> <p class="gn-reveal">Of course, it's not always possible to execute an effective strategy using the limited resources that are available to you. As such, we asked our experts about where they see the real value in media strategy support.</p> <h3 class="gn-reveal">Media Agencies can literally save you money</h3> <p class="gn-reveal"><strong>Katy</strong> stresses the value of negotiation and special rates that are available when using a media buying agency.</p> <blockquote class="gn-blockquote gn-reveal">'We'll typically get much better buying rates [for media] than if you went direct. In fact, most clients who deal directly with media vendors that aren't getting ripped off will have a special department set up within their to business to do just this. If you aren't able to do that, you will <strong>always get better buying power and value through going through an agency.</strong>'<cite>Katy Clarkson · Head of Planning, december19</cite></blockquote> <h3 class="gn-reveal">Media Agencies can help you benchmark 'what good looks like'</h3> <p class="gn-reveal"><strong>Tanjit</strong> also highlights that agencies are able to help benchmark your campaign on what they know already works.</p> <blockquote class="gn-blockquote gn-reveal">'Some of that is top-line measurement based on what we already know, but it's still data that is quite valuable.'<cite>Tanjit Pulahi · Head of Media, Crunch Digital</cite></blockquote> <h3 class="gn-reveal">Media Agencies provide objective advice - and tooling</h3> <p class="gn-reveal"><strong>Katy</strong> highlights how agencies can help simplify the process and offer expert advice.</p> <blockquote class="gn-blockquote gn-reveal">'Agencies will give you the bigger picture and provide an unbiased view of your current plans. <strong>They also have the tools</strong> to be able to track 48 sheets and TV performance, allowing you to have better buying power and value.'<cite>Katy Clarkson · Head of Planning, december19</cite></blockquote> <figure class="gn-fig gn-reveal"> <div class="gn-fig__media"><img alt="Katy Clarkson, Head of Planning at December 19 on how to build an unmissable media strategy" src="https://cdn.prod.website-files.com/687a235da6861294eec73166/68fa11e919f4e17922d38ef6_63037fe982421254d70edfb6_Katy%2520Clarkson_Article%2520Quote.png" width="auto" height="auto" loading="auto"></div> <figcaption>Katy Clarkson, Head of Planning at december19, on the value of media agencies.</figcaption> </figure> <h3 class="gn-reveal">Finally - Agencies are specialised in what they do</h3> <p class="gn-reveal"><strong>Sam</strong> rounds off by reminding us that <strong>agencies are obsessed with what they do</strong>.</p> <blockquote class="gn-blockquote gn-reveal">'Brands shouldn't be obsessed about this. They should be obsessed about the product or service that they are providing. Specialists will know it better than you ever should.'<cite>Sam Fenton-Elstone · CEO and Co-Founder, Anything is Possible</cite></blockquote> <aside class="gn-callout gn-reveal"> <div class="gn-callout__label">What this means for you</div> <h4>Five considerations before investing in your media strategy.</h4> <ul> <li><strong>Define clear objectives.</strong> Your objectives need to go a little deeper than broad, vague, 'awareness' and should span short, mid, and long term.</li> <li><strong>Set realistic benchmarks.</strong> You need to benchmark yourself against what's been done, or the industry average, and take it from there.</li> <li><strong>Choose the right KPIs.</strong> Start with between three and six, spread across brand, behaviour and commercial.</li> <li><strong>Understand your audience deeply.</strong> Context, mood, and mindset are all really important points to understand the nuance of the media channel selection.</li> <li><strong>Don't overlook channels.</strong> Television is doable, viable, and good for performance campaigns - and B2C techniques can still be applied in B2B environments.</li> </ul> </aside> <p class="gn-reveal"><strong><em>If you want to discuss the potential for working with media agencies, or want to evaluate your current media agency performance the GO Network can help.</em></strong> <a href="http://www.thegonetwork.com/get-in-touch"><strong><em>Get in touch</em></strong></a><strong><em> with the team for an initial, cost-free chat.</em></strong></p> </div></div> <aside class="gn-related gn-reveal" data-auto="related-reading"> <div class="gn-related__label">Related reading</div> <ul class="gn-related__list"> <li class="gn-related__item"> <a href="/articles/how-to-find-and-work-with-marketing-agencies-for-better-client-agency-relationships" class="gn-related__link"> <span class="gn-related__category">Growth</span> <span class="gn-related__title">How to Get the Best from Your Marketing Agency Relationships</span> <span class="gn-related__excerpt">Senior marketing leaders share how to search, appoint, and evaluate agencies, so you avoid the common pitfalls and build partnerships that d</span> </a> </li> <li class="gn-related__item"> <a href="/articles/go-marketing-strategy-workshop-how-to-build-a-media-strategy-that-cant-be-missed" class="gn-related__link"> <span class="gn-related__category">Expression</span> <span class="gn-related__title">How To Build A Media Strategy That Can&#39;t Be Missed</span> <span class="gn-related__excerpt">Agency media buying experts walk through goal-setting, channel selection, multi-channel activation, and scaling investment to maximise campa</span> </a> </li> <li class="gn-related__item"> <a href="/articles/top-10-social-shifts-agencies-need-to-build-around-in-2026" class="gn-related__link"> <span class="gn-related__category">Growth</span> <span class="gn-related__title">Top 10: Social Shifts Agencies Need to Build Around in 2026</span> <span class="gn-related__excerpt">Ten structural platform changes, from social SEO and reach compression to AI creative cycles, that should reshape your agency&#39;s retainers an</span> </a> </li> <li class="gn-related__item"> <a href="/articles/agency-growth-maturity-matrix" class="gn-related__link"> <span class="gn-related__category">Growth</span> <span class="gn-related__title">Agency Growth Maturity Matrix</span> <span class="gn-related__excerpt">Benchmark your agency across 7 key areas, identify gaps limiting growth, and build a leadership-aligned roadmap to your next stage.</span> </a> </li> </ul> </aside>