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What are media plans

Media plans are planning containers that group multiple campaigns around shared objectives, budgets, and timelines. They serve as the strategic layer between brands and individual campaigns, helping you organize and coordinate your advertising efforts.

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How media plans are created

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Auto-creation from DSP campaigns

Media plans are automatically created when campaigns are synced from your DSP accounts:
1

Campaign grouping

Related campaigns from your DSPs are organized into media plans based on shared characteristics like timing, objectives, or campaign naming patterns.
2

Automatic organization

The system identifies campaigns that belong together and creates appropriate media plan structures.
3

Sync updates

New campaigns are added to existing media plans or create new ones as appropriate.

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Manual creation for new briefs

You can also create media plans manually for new initiatives:
1

Start with a brief

Create a new media plan when you have a new campaign brief or strategic initiative, even before specific campaigns exist.
2

Define objectives

Set the media plan’s objectives, budget, timeline, and target audience.
3

Add campaigns later

Campaigns can be created under the media plan through the Concord Agent or added as they’re built in your DSPs.

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Media plan structure

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Core components

Each media plan includes:
  • Objectives: Goals and KPIs for the grouped campaigns
  • Budget: Overall budget allocation and spending targets
  • Timeline: Start and end dates for the media plan period
  • Target audience: Primary demographics and segments
  • Brand association: Connection to the relevant brand
  • Campaign list: All campaigns organized under this media plan
  • Files and assets: Shared creative assets and documentation

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Multiple campaigns per media plan

One media plan can contain multiple campaigns:
  • Different campaign types (video, display, search) for the same objective
  • Various audience segments or geographic targets
  • Different DSP platforms working toward shared goals
  • Sequential campaigns within the same time period

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Creating a media plan manually

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Through the Concord Agent

The easiest way to create a new media plan: 
"Create a new media plan for our Q3 back-to-school campaign. 
Budget is $50,000, target audience is parents aged 25-45, 
and we want to focus on both awareness and conversion goals."
The Agent will:
  • Set up the media plan structure
  • Suggest campaign types and allocation
  • Recommend timeline and budget distribution

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Through the interface

1

Navigate to media plans

Access the media plans section from the sidebar.
2

Create new plan

Click to create a new media plan for your chosen brand.
3

Define parameters

Set objectives, budget, timeline, and audience details.
4

Save and organize

Save the media plan and begin adding campaigns.

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Media plan best practices

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Clear naming conventions

Use descriptive names that include:
  • Brand or product: Which brand this plan supports
  • Objective: Primary goal (awareness, conversion, retention)
  • Timeline: Quarter, season, or specific period
  • Audience: If targeting a specific segment
Examples:
  • “Nike Running - Q3 Awareness Campaign”
  • “Holiday Conversion Push - November 2024”
  • “B2B Lead Generation - Spring Launch”

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Strategic organization

Group campaigns by primary goal rather than just timing. Awareness, conversion, and retention campaigns may need different optimization approaches.
Include campaigns targeting similar audiences to enable cross-campaign insights and optimization.
Plan budget allocation across campaigns to maximize overall media plan performance.
Start media plans with clear success metrics. This helps the Concord Agent provide relevant optimization recommendations throughout the campaign lifecycle.