Media Plan
01 Definition
Media Plan meaning: A document that lays out where, when, and how much to spend on paid media.
A media plan is a document that maps paid advertising across channels, timing, audiences, and budget. It sets goals, chosen platforms, flight dates, and expected reach or impressions. Planners adjust it as performance data arrives, so projected figures are estimates rather than promised results.
Why it matters
How Media Plan fits the work
A media plan turns budget into concrete choices about channels and timing, giving teams a shared blueprint to coordinate spend and measure whether each placement pulls its weight.
In context
The Q4 media plan split $200,000 across paid search, social, and display over eight weeks, with 60 percent held for the two weeks before the holiday.
Practical note
Reach and impression forecasts come from platform estimates and past data, not guarantees. Build in flexibility so you can shift budget when a channel underperforms partway through the flight.