{"id":835,"date":"2021-02-18T11:53:27","date_gmt":"2021-02-18T11:53:27","guid":{"rendered":"https:\/\/www.myhoardings.com\/ads\/?p=835"},"modified":"2024-07-12T10:21:02","modified_gmt":"2024-07-12T10:21:02","slug":"how-do-i-get-into-media-planning","status":"publish","type":"post","link":"https:\/\/www.myhoardings.com\/ads\/how-do-i-get-into-media-planning\/","title":{"rendered":"How do I get into media planning?"},"content":{"rendered":"

There are many paths to Media Planning<\/a>, and any path involves getting to know the various media options<\/a> so well that you live, sleep and breathe them. I\u2019ll tell you my path – it\u2019s kind of an interesting one.<\/p>\n

I started my career straight out of college as a Graphic Artist. I handled pre-press fixes for envelope manufacture, prepping files for our presses, and making sure the layouts adhered to USPS specs. I was an Art Major, focused on charcoal\/pastel drawings and mosaics. I never took a course in Graphic Arts as they simply weren\u2019t offered at my school (and I graduated just slightly before the Computer Age).<\/p>\n

\"\"<\/p>\n

From the Envelope Company, I moved to a newspaper Graphic Artist and developed a dream of being a Creative Director for an Ad Agency<\/a>. I fell in love with advertising, and with my traditional art background and the skills I had picked up on the computer, I thought this was a wonderful aspiration. But Artists in the newspaper industry doesn\u2019t make any money! I also realized that some sales skills would be a really helpful asset to becoming a Creative Director so that I can \u201csell\u201d my ideas to clients. And \u201csell\u201d to solicit new clients.<\/p>\n

So, I moved into a territory sales position at the newspaper. While in ad sales, I learned all about other media because the best way to sell against them was to know how they sold. It went back to the adage of keeping your friends close and your enemies closer. I would call up our competitors and pretend I was a potential advertiser or agency and ask for rate card information. I even set up some meetings to talk to their rep more in-depth about their media offerings. I learned all that I could learn about my local competitors from television, radio, outdoor, and then eventually digital as well in addition to the other publications in the market.<\/p>\n

It wasn\u2019t long before that insatiable curiosity was rewarded. I moved out of sales and into a marketing research position to help all the reps sell this way (I had grown my territory exponentially by learning about my competition in this depth – and this was well into the crash of newspaper advertising sales).<\/p>\n

After 16 years in the newspaper (and digital) industry, I was getting antsy to get out. Things were getting really bad for them financially (I survived two bankruptcies, numerous sweeping layoffs, in-sourcing, and outsourcing), and I was getting bored to boot. And I still had that little dream of working for an agency, just not in the creative arm anymore. I had a new love, marketing, and media!<\/p>\n

So, I took my existing skillset and what had become a growing and solid knowledge of various media (not just newspapers and digital) and started applying to Media Planning positions. With my background in research and more specifically, media research, I was apparently An intriguing prospect for media agencies. I wasn\u2019t \u201cclassically\u201d trained in media buying or planning (I don\u2019t even know what that means because as a previous answer pointed out, I don\u2019t think it is something taught in any college program). I thought outside the box as far as media was concerned. And I didn\u2019t approach every media plan as a cookie-cutter option. Every client was unique with their own unique goals and challenges that would require a unique media mix to answer.<\/p>\n

I got a break from a small media agency as a Senior Media Planner. Eventually moved to another small agency as Media Director, then Media and Measurement Director, then Marketing & Media Strategy Director. And now I am starting my own Marketing Strategy Agency.<\/p>\n

Because I DIDN\u2019T come from a traditional Media<\/a> Planning background, I am a firm believer in cultivating interest and talent without necessarily having all of the experience. If there is a little bit of understanding and an insatiable curiosity that can grow, it\u2019s what I look for in a Media Planner.<\/p>\n

A great place to start would be to get yourself Google AdWords Certified or Bing Ads Accredited or get a job as an Advertising Sales Rep for some newspaper, television, radio, or billboard company. With any of these starting points, you need to DO to learn. Sell and get to know your competition. Then get out. Once you know your competitive media, you can plan because you will have learned their strengths and weaknesses.<\/p>\n[table \u201c6\u201d not found \/]
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    0<\/span>1<\/h2>\r\n\t\t\t\t\t<\/div>\r\n\t\t\t\t\t
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    \r\n\t\t\t\t\t\t\t\tIn-App Ads\t\t\t\t\t\t\t<\/h3>\r\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t

    \r\n\t\t\t\t\t\t\t\t

    Average ROI (%): 150%<\/p>\r\n

    Cost Efficiency (Rating): 8\/10<\/p>\t\t\t\t\t\t\t<\/p>\t\t\t\t\t\t\r\n\t\t\t\t\t\t\t\t\t\t\t \r\n\t\t\t\t\t<\/div>\r\n\t\t\t <\/div>\r\n\t\t\t<\/div>\r\n\t\t<\/li>\r\n\t\t\r\n\t\t\t\t\t\t

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    \r\n\t\t\t\t\t\t\t\tMobile Video Ads\t\t\t\t\t\t\t<\/h3>\r\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t

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    Average ROI (%): 180%<\/p>\r\n

    Cost Efficiency (Rating): 9\/10<\/p>\t\t\t\t\t\t\t<\/p>\t\t\t\t\t\t\r\n\t\t\t\t\t\t\t\t\t\t\t \r\n\t\t\t\t\t<\/div>\r\n\t\t\t <\/div>\r\n\t\t\t<\/div>\r\n\t\t<\/li>\r\n\t\t\r\n\t\t\t\t\t\t

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    \r\n\t\t\t\t\t\t\t\tSMS Marketing\t\t\t\t\t\t\t<\/h3>\r\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t

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    Average ROI (%): 200%<\/p>\r\n

    Cost Efficiency (Rating): 9\/10<\/p>\t\t\t\t\t\t\t<\/p>\t\t\t\t\t\t\r\n\t\t\t\t\t\t\t\t\t\t\t \r\n\t\t\t\t\t<\/div>\r\n\t\t\t <\/div>\r\n\t\t\t<\/div>\r\n\t\t<\/li>\r\n\t\t\r\n\t\t\t\t\t\t

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    \r\n\t\t\t\t\t\t\t\tMobile Games Ads\t\t\t\t\t\t\t<\/h3>\r\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t

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    Average ROI (%): 160%<\/p>\r\n

    Cost Efficiency (Rating): 8\/10<\/p>\t\t\t\t\t\t\t<\/p>\t\t\t\t\t\t\r\n\t\t\t\t\t\t\t\t\t\t\t \r\n\t\t\t\t\t<\/div>\r\n\t\t\t <\/div>\r\n\t\t\t<\/div>\r\n\t\t<\/li>\r\n\t\t\r\n\t\t\t\t\t\t

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    0<\/span>5<\/h2>\r\n\t\t\t\t\t<\/div>\r\n\t\t\t\t\t
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    \r\n\t\t\t\t\t\t\t\tLocation-Based Advertising\t\t\t\t\t\t\t<\/h3>\r\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t

    \r\n\t\t\t\t\t\t\t\t

    Average ROI (%): 170%<\/p>\r\n

    Cost Efficiency (Rating): 9\/10<\/p>\t\t\t\t\t\t\t<\/p>\t\t\t\t\t\t\r\n\t\t\t\t\t\t\t\t\t\t\t \r\n\t\t\t\t\t<\/div>\r\n\t\t\t <\/div>\r\n\t\t\t<\/div>\r\n\t\t<\/li>\r\n\t\t\r\n\t\t\t\t\t\t\t<\/ul>\r\n\t\t

    <\/div>\r\n\t\t<\/div>\r\n\t<\/div>\r\n<\/div>\r\n\r\n\r\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n","protected":false},"excerpt":{"rendered":"

    There are many paths to Media Planning, and any path involves getting to know the…<\/p>\n","protected":false},"author":2,"featured_media":901,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_uag_custom_page_level_css":"","_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[18],"tags":[68,33,31,69],"class_list":["post-835","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ad-agency","tag-ad-agencies","tag-ad-agency-in-delhi","tag-ad-agency-india","tag-media-planning"],"yoast_head":"\r\nHow do I get into media planning? paths to Media Planning MyHoardings<\/title>\r\n<meta name=\"description\" content=\"How do I get into media planning? 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