Daniel & Friends / Services / Media planning & buying
Media planning & buying
Media planning and buying means splitting the budget across channels so the brand reaches the right audience at the lowest cost. We keep three types of spend apart because they serve different purposes: fixed (the entry ticket to a market), performance (you buy a share of current demand) and brand (you buy a place in the customer's head). When one team plans the campaign instead of five vendors, the overlaps vanish and you see the savings in reach.
What we'll do for you
- Media strategy and plan built on business goals, not on rate cards
- A budget deliberately split into fixed, performance and brand spend, not blindly
- Market knowledge: who offers what and whom you reach (Nova, Prima, public TV, Seznam, Mafra, Economia, radio, OOH)
- Buying: online, programmatic and RTB, OOH, TV, radio, print, affiliate
- Media negotiation backed by 15 years of relationships and ex-Publicis and WPP know-how
- Cross-channel reach and frequency measurement
- Post-buy analysis: what actually delivered, not what was promised
- Negotiated rates and added value that land directly in your media budget
Result → The same reach for less money, or more reach for the same.
Frequently asked questions
What budget justifies offline media?
An offline mix (TV, OOH, radio) typically starts making sense from tens of thousands of euros a month. Below that we'll recommend a purely digital mix, and say so plainly.
Why an independent agency over a media house?
We hold no volume deals with publishers, so the plan follows your data, not our bonus targets. And you get to see the whole post-buy.
Do you handle regional campaigns?
Yes, we plan everything from local campaigns to the whole of Central Europe. The team has experience across more than fifteen countries.
Further reading: The Czech media landscape: who is who and whom each medium reaches →