Based on an analysis of projects executed jointly with clients using solutions provided by media agencies, our consultants observed that many campaigns continue to follow outdated patterns without updating assumptions according to evolving consumer behaviors and market changes. To improve the effectiveness of media investments, we propose a structured approach to selecting media channels. This can serve as an additional perspective when planning annual strategies and key activations.

Target audience analysis – data over declarations 

Understanding the target audience should not be superficial or rely solely on desk research or recurring demographic data. In-depth profiling of the audience should be conducted jointly with the media agency, leveraging tools such as TGI or similar consumer behavior panels, customer journey touchpoint analyses, and client-specific data, especially user behaviors on client websites and CRM systems. This phase should identify not only key channels but also content and formats that generate the highest engagement. Increasingly important is understanding the context of consumer interaction with messages—situational, thematic, and emotional.

Defining campaign objectives – conversion is not everything 

Campaign objectives must be clear, measurable, and aligned with the stages of the purchasing funnel. In practice, this means assigning distinct channels and formats to awareness goals versus performance-driven activities. It is critical to differentiate media KPIs (e.g., CPM, VTR, CPC) from business KPIs (e.g., customer acquisition cost, LTV, ROAS) to avoid optimizing exclusively toward easily attainable metrics that do not reflect actual sales impact. Considering intermediate objectives, such as traffic quality and depth of content interaction, is also essential.

Budget allocation – effectiveness over historical spending 

Media budgets should not follow historical spending patterns but should be allocated based on anticipated ROI relevant to campaign objectives. It is crucial to develop forecasts of channel effectiveness using historical data and benchmarks, factoring in varying acquisition costs by segment (e.g., women aged 25–34 in urban areas versus the general population). Creating budget scenarios (A/B scenarios such as broad audience vs. digital-heavy) enables the selection of the optimal approach. Implementing zero-based budgeting, where each media channel must justify its presence and resource allocation, is particularly recommended.

Competitor analysis – benchmarking without blind replication 

Competitor activities can suggest effective directions within a category but should not serve as strict templates. Analyses should utilize sources such as Kantar, Nielsen, AdReal, Similarweb, Meta Ad Library, or Google Ads Transparency. A common strategic error is assuming competitor activities directly correlate with their business success or pose automatic threats. Often, brands differ in products, strategies, and target audiences.

Channel function evaluation – fit over popularity 

Channels should be assessed not by popularity or availability but by their targeting capabilities (contextual, behavioral, demographic), available advertising formats (high-quality video, cost-effective rich media, or potential for generating quality traffic), and scaling potential for reaching the target group. It is advisable to evaluate channels not only in the context of individual campaigns but within annual media and communication plans.

Testing and analysis – data as a decision-making pillar 

Selected channels should undergo A/B testing during the campaign pilot phase. Analysis should include traffic quality (session duration, bounce rate, session depth), conversion effectiveness metrics (CTR, VTR, conversion cost), and cross-channel impacts (e.g., increased brand search following YouTube spots). Data collected by the media agency should be reported in real-time and integrated with client-side tools (e.g., GA4). Implementing a continuous “test & learn” approach rather than one-off experiments is advisable.

Multichannel approach – integration over duplication 

To enhance media effectiveness, integrated strategies are recommended, enabling users to encounter messaging at various stages across multiple channels (sequential reach). Content should be personalized based on channel source and user interaction stage, and data from one channel used for optimization in another (e.g., retargeting based on video behaviors). Consolidating budgets within channels rather than dispersing them and leveraging multichannel strategies to reinforce and solidify messaging will build a consistent brand experience across all touchpoints.