A short, practical analysis of typical media planning errors — and how to fix them so that the budget works for reach and applications, and doesn’t go to waste.
1) "Equal shares for all channels"«
Error. Divide the budget equally between TV/radio/digital/outdoor advertising «so that everyone gets something.».
What is correct?. Based on the goal and cost per contact: for a performance, focus more on digital; for quick reach, boost video/radio. Create 2–3 mixes and choose based on metrics.
2) No target frequency
Error. Plan for coverage only.
What is correct?. Fix it frequency 2–3+ for the core audience in the wave. Lack of frequency = "empty" impressions.
3) Weak landing page
Error. Drive traffic to the main page or raw landing pages.
What is correct?. Each campaign has a relevant offer, a fast first screen, proof, and one clear CTA.
4) Mixing Brand and Non-Brand
Error. Combine branded search with cold traffic and enjoy low CPL.
What is correct?. Separate your reports: branded queries separately, cold queries separately. KPI are different.
5) Lack of creative testing
Error. Run the same banner/video for months.
What is correct?. Every 1–2 weeks, test A/B hypotheses (message, visuals, video length). Set aside 10–20% of your budget for testing.
6) Ignore seasonality and inventory availability
Error. Planning "from the top of your head", without taking into account peaks in demand and network occupancy.
What is correct?. Consider seasonal factors and purchasing windows; reserve inventory in advance.
7) There is no single calendar of placements
Error. Disjointed starts/stops across channels, resulting in loss of synergy.
What is correct?. Do it unified media calendar: waves, frequencies, creatives, production deadlines.
If you need a framework for a quarterly strategy and calendar, here's a brief overview of the tasks: media strategy.
Pre-launch checklist
- The wave target and KPI are written (coverage/frequency, CPL/CAC).
- The channel mix is chosen for the purpose (and not «equally for everyone»).
- There is a calculation of the frequency and availability of inventory.
- Landing pages are ready: offer, proof, quick forms/chats.
- Creatives: minimum 2 variations per test.
- UTM - tags and events/conversions are configured, attribution windows are agreed upon.
- The unified calendar of placements and production has been approved.
What to measure every week
- Reach and frequency by key audience.
- CPM/CPC/CPL and conversion by channels and creatives.
- Share of branded traffic and the dynamics of brand search.
- Landing page speed and scroll depth (if they have sunk, repair UX).
- Lead quality in CRM (MQL –> SQL –> sales).
- A/B hypothesis table: what we are testing, result, solution.
Brief FAQ
How many creatives should be kept in rotation?
Two main versions + one hypothesis test.
How do you know if the frequency is low?
There is coverage, but awareness/CTR/direct visits are not growing - increase F and touch density.
Does small business need TV?
Not always. With smaller budgets, focus on managed digital and radio, testing video formats as you grow.
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