Agency media planner

There is no single right answer, but a common B2B starting point is roughly 35% awareness, 30% engagement and 35% direct response; B2C leans further toward awareness, and ecommerce toward direct response. The planner uses your split to weight channels, then shows the impressions and clicks that fall out of it so you can sense-check the balance before committing budget.

Enough to give two or three channels a fair test rather than spreading a small budget too thin. As a rough guide, below about £3,000–£5,000 a month it is usually better to concentrate on one or two channels than to run a full cross-channel plan. The tool will still model any budget, but thin spend per channel rarely produces a reliable signal.

Match it to production scope and where the channels sit in the funnel. Upper-funnel video (YouTube, CTV, social video) needs more video; lower-funnel and feed placements lean on image and static. The planner applies your split to the channels that support both formats so production and media stay aligned.

No. It is a fast, directional baseline to align budget, funnel priorities and creative deliverables before detailed activation planning. Treat the output as a first draft, then pressure-test the assumptions with channel specialists before launch.

The planner covers demand-creation and reach channels: paid social, video, programmatic, audio and out-of-home. Most accounts pair these with paid search to capture the high-intent demand they generate. Plan search budget alongside this using our paid search management, and keep both measurable with proper conversion tracking.

Each channel has different auction dynamics, inventory quality, format behaviour and audience competition. A LinkedIn impression in a B2B auction costs far more than a programmatic display impression, and a skippable video behaves nothing like a static feed ad. The planner applies channel-level benchmark assumptions so the economics are realistic rather than averaged.

Treat them as reach and brand-building, not click drivers. The model prioritises impression economics for these channels and keeps click estimates low or omitted where clicks are not the point. Judge them on reach, frequency and the lift they give the channels that do convert.

B2B usually leans on LinkedIn, Google Demand Gen and selective video for considered purchases with long cycles; ecommerce leans on Meta, video and programmatic for volume and retargeting. The audience type you choose shifts the default funnel weighting, but you should still tailor the channel selection to your category.

Yes. Toggle any channel in or out before generating, and the budget redistributes across what remains. Start with the channels you can realistically resource with creative and measurement, then expand once the core is working.

Yes. Enable custom benchmarks and set your own channel-level CPM and CTR. This is useful when you have real account history or rate-card data that beats a generic benchmark. The rest of the model then runs on your numbers.

No. They are benchmark-led planning values, not account-specific forecasts. They are designed to get a cross-channel plan to a sensible starting point; your live CPMs and CTRs will move with creative, targeting and competition.

Budget split by channel, plus CPM, impressions, CTR, clicks and CPC for each line, and a blended summary across the plan. It turns a single budget and a funnel intent into a channel-level media plan you can act on.

It is directional. The figures reflect benchmark assumptions weighted by your inputs, not a guarantee of delivery. Use them to compare scenarios and align stakeholders, then validate against real platform forecasts and account data before you spend.

Yes. Copy a summary, export the full media-plan table to CSV for a creative brief or budget handover, or share a link to the live scenario so colleagues and clients can review the same numbers.

Yes, it is free to use with no login. If you want the plan pressure-tested or built into a live account, that is what a free senior review is for.

Treat it as a first draft: confirm the channel selection against your audience, brief creative to the image/video split, and validate the benchmark assumptions with the platforms or a specialist. Then plan the paid search capture layer and the conversion tracking that will measure it all.

Yes. Agencies use it early to align budget, funnel priorities and creative deliverables before production starts. It gives a fast, defensible baseline to anchor the kick-off conversation, then you refine with channel detail.

Yes. We run paid social, programmatic, video and paid search as one accountable media plan, with conversion tracking that ties spend to revenue, leads or bookings. Start with a free senior review of your current activity and where the budget is leaking.

We run paid media for clients across the UK, EMEA and North America in higher education, retail and ecommerce, travel and B2B. The planner supports those geographies via a CPM adjustment, and a review will tell you quickly whether a cross-channel plan is the right move for your category.