Introduction to Media Strategy

Online - Online

$199 - IAB Members

$299 - Non-Members

Introduction to Media Strategy is an intermediate-level course that equips media planners and marketers with the foundational skills to navigate a fragmented advertising landscape across TV, digital, mobile, audio, and out-of-home, building an effective media strategy that maximizes investment impact.

The course guides learners through the three interdependent phases of media buying: Strategy and Planning, Build and Launch, and Optimization and Reporting. Participants learn to establish SMART goals, forecast media budgets, and conduct comprehensive audits of a brand’s existing Paid, Owned, and Earned media ecosystem.

The curriculum teaches professionals how to pinpoint target audiences using marketing segmentation and persona data, and evaluates the integration of Multi-channel, Cross-channel, and Omni-channel strategic models. Learners apply channel selection methodologies like econometric modeling and the Category User-first approach, while addressing the coverage gaps and inefficiencies of defaulting strictly to Walled Gardens.

Finally, participants develop structured testing hypotheses and a comprehensive Learning Plan, evaluating variables like channel, media mix, and geo, to ensure continuous campaign optimization and measurable business results.

Discussion Topics

Brand Marketers and Advertisers looking to build a media strategy from the ground up, manage external agencies, or bring media capabilities in-house.
Strategy and planning professionals who act as the "quarterback" for the client relationship and need a firm understanding of target audiences, media platforms, and strategy frameworks to guide execution teams.
Media Buyers and Channel Specialists who need to understand how their specific placements fit into the overarching media strategy and business goals.
Agency Partners and Cross-Functional Stakeholders including sales or PR teams who need to ensure alignment and a seamless omnichannel customer experience.

This course has three core modules:

Understanding Media Strategy: About media strategy, the value of a media strategy, and the media planning and buying process.
Building a Media Strategy: Setting objectives and goals, gathering and auditing data, budget forecasting, and getting to the “how” of media. This module also covers ongoing measurement, results evaluation, and testing hypotheses through learning plans.
Creating a Media Strategy Document: Practical steps and best practices for crafting a final media strategy document.

FAQ

1. Develop a Strategic Media Framework

You’ll be able to define the purpose of a media strategy, structure the three phases of Strategy and Planning, Build and Launch, and Optimization and Reporting, and apply the who, what, where, when, and why framework to guide media investment decisions.

2. Refine Targeting and Audience Strategy

You’ll be able to leverage segmentation and persona insights to develop a defined media target audience, align audience definitions with media consumption behavior, and translate strategic intent into channel selection.

3. Evaluate and Structure Omnichannel Media Approaches

You’ll be able to audit a brand’s digital ecosystem using the Owned, Earned, and Paid framework, compare Multi-channel, Cross-channel, and Omni-channel strategies, and determine the most effective integration model for achieving campaign goals.

4. Align Media Objectives, Budgets, and Performance Expectations

You’ll be able to define SMART goals, evaluate objectives against available budget, forecast required media investment, and recommend adjustments to ensure realistic and measurable performance outcomes.

5. Design Testing and Optimization Plans

You’ll be able to create structured testing and learning agendas, classify business questions into appropriate test types such as channel, media mix, or geographic tests, and apply insights to improve efficiency, innovation, and long-term media performance.

6. Craft a Media Strategy Document

You’ll be able to synthesize planning, building, and measurement insights into a thorough and professional media strategy document.

Introduction to Media Strategy

Brand Marketers and Advertisers looking to build a media strategy from the ground up, manage external agencies, or bring media capabilities in-house.

Strategy and planning professionals who act as the "quarterback" for the client relationship and need a firm understanding of target audiences, media platforms, and strategy frameworks to guide execution teams.

Media Buyers and Channel Specialists who need to understand how their specific placements fit into the overarching media strategy and business goals.

Agency Partners and Cross-Functional Stakeholders including sales or PR teams who need to ensure alignment and a seamless omnichannel customer experience.

FAQ