Media planning and media buying take place as a result of data. Planners and buyers love seeing rankers, index graphs, population heat maps and qualitative snapshots that allow us to prove to the client that we have a strategy behind the recommendations in place. We can show that certain media perform better for certain audiences. Ignoring data and historical information is blindly throwing darts in a market and hoping that one or two hit the target.
Nobody counts the number of ads we run. They just remember the impression we make.
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