The Importance of Media Planning and Intelligence
Posted: Sat Feb 01, 2025 3:21 am
We at ZAHG are a digital intelligence company that encompasses audience and market perception, using various technologies to extract and analyze information, applying it to media strategy, analyzing audiences and optimizing channel purchasing.
It all starts with the prior analysis of a well-written briefing. The insights generated from this diagnosis feed our team of campaign strategy experts (ADOPS).
From this, a media strategy is carried out with a deeper understanding of that specific audience and the segment addressed, in order to plan which will be the best channel, investment and other types of indicators (KPI).
Planning requires careful reading of data, and revisiting the history of past campaigns is also very important.
Each client requires a different type of strategy, depending on the line data size of the campaign and delivery, and all of this is supported by data and market intelligence. It is very important that the planner has experience in reading this information.
" The excellence of delivery is based on the expertise of our team, which is the main focus of our company."
Marcio Jorge – Director of Intelligence
Guidance on Campaign Planning
The campaign strategy is structured when ADOPS receives the information and begins planning the delivery based on the communication objective (branding, performance, leads, etc.) and thus defines the channels used and the audience activation tactics adopted for them. It is at this moment that the human figure is essential for decision-making, as it is very important to guide the best way to broadcast a campaign so that it achieves the desired success.
Nowadays, we can reach the audience in a more appropriate way, through multiple strategies, such as the use of retargeting formats, native ads, CRM activation, social networks, among others , and through technologies such as DCO (Dynamic Creative Optimization) and Bots with machine learning, refining the work and better understanding the efficiency of delivering campaign metrics.
There are more traditional markets that are still very strong – such as television – but digital media makes it possible to measure consumer behavior in real time, with more of a “finger on the pulse”. Understanding how the mix of offline and online media contribute to each other is an important step for any planner who wants to remain relevant in today’s market and is a thought that should be pursued by agencies and their media strategy providers.
It all starts with the prior analysis of a well-written briefing. The insights generated from this diagnosis feed our team of campaign strategy experts (ADOPS).
From this, a media strategy is carried out with a deeper understanding of that specific audience and the segment addressed, in order to plan which will be the best channel, investment and other types of indicators (KPI).
Planning requires careful reading of data, and revisiting the history of past campaigns is also very important.
Each client requires a different type of strategy, depending on the line data size of the campaign and delivery, and all of this is supported by data and market intelligence. It is very important that the planner has experience in reading this information.
" The excellence of delivery is based on the expertise of our team, which is the main focus of our company."
Marcio Jorge – Director of Intelligence
Guidance on Campaign Planning
The campaign strategy is structured when ADOPS receives the information and begins planning the delivery based on the communication objective (branding, performance, leads, etc.) and thus defines the channels used and the audience activation tactics adopted for them. It is at this moment that the human figure is essential for decision-making, as it is very important to guide the best way to broadcast a campaign so that it achieves the desired success.
Nowadays, we can reach the audience in a more appropriate way, through multiple strategies, such as the use of retargeting formats, native ads, CRM activation, social networks, among others , and through technologies such as DCO (Dynamic Creative Optimization) and Bots with machine learning, refining the work and better understanding the efficiency of delivering campaign metrics.
There are more traditional markets that are still very strong – such as television – but digital media makes it possible to measure consumer behavior in real time, with more of a “finger on the pulse”. Understanding how the mix of offline and online media contribute to each other is an important step for any planner who wants to remain relevant in today’s market and is a thought that should be pursued by agencies and their media strategy providers.