My inspiration for this column was an online media plan spreadsheet. Yup, a spreadsheet representing an online media plan. You know what I call that? A media plan summary.
Many times I see agencies large and small presenting the days, and even weeks, of planning and negotiating that went into creating a plan as a simple table of site names, impression levels, flight dates, high-level placement details, and creative specs and costs. The problem with this way of presenting a plan: it minimizes the effort that goes into producing an online plan (which is always underappreciated) and cheapens a process that I hold sacred.
Show your clients how much thought and research goes into an online campaign. The following, though not exhaustive, are important and add depth to a successful online media plan: