Media Planner
The placement strategist—media planners determine where, when, and how your adsThe art of persuasion—advertising is the strategic storytelling that builds brands, shapes perceptions, and drives consumer action across multiple channels. will make the biggest impact.
What is a Media Planner?
The strategistThe big picture thinker—strategists use insight, data, and creativity to guide campaigns, shape messaging, and deliver results. of screen time. Media planners decide where, when, and how a campaign should show up for maximum impact.
What does a Media Planner do?
They evaluate platforms, audiences, budgets, and goals—then map out the media mix to support campaign strategyThe thinking behind the rollout—defines who you're speaking to, where, how, and why it matters..
What does this role look like in a creative agency?
At RIOT, media planners are collaborators from day one. They don’t just drop plans—they help shape creative that’s channel-native, audience-ready, and outcome-driven.
Dive Deeper
Media Planners are the placement strategists who map out where, when, and how advertisingStories with purpose—marketing connects brands to people through strategy, creativity, and campaigns that drive impact. campaignsStrategy meets storytelling—campaigns bring big ideas to life, driving awareness, engagement, and conversions through powerful, multi-channel messaging. should run to maximize impact. They balance audienceThe heartbeat of every campaign—understanding and engaging the right audience is the key to crafting messages that resonate and drive action. data, media costs, brandMore than a logo—brand is the essence of a company, shaping identity, reputation, and customer perception. goals, and creative execution to designFunction meets form—design shapes how brands look, feel, and connect through everything from logos to layouts. cross-channel strategies that deliver the right message to the right people at the right time. In creative and media agencies, Media Planners ensure that great ideas actually land in market—and drive results.
Related Glossary Terms
| Related Glossary Terms | Why It’s Relevant |
|---|---|
| Media Planning and Buying | The core practice of this role—building strategic frameworks and tactical media plans to guide campaign deployment. |
| Paid Media Campaigns | Media Planners create the paid campaign blueprints that Buyers activate across channels like social, display, videoYour brand in motion—video captures attention, tells stories, and delivers emotion in a way that text and static visuals can’t., and search. |
| Retargeting Campaigns | Planners often layer retargeting into media strategies to re-engage users and improve conversion rates. |
| Programmatic Media Buying | Understanding automated media buyingThe dynamic duo—planning defines the strategy; buying brings it to life through negotiated placements and execution. processes and audience targeting options is increasingly central to modern media planningStrategically deciding where and when ads should run—drives efficiency, targeting, and impact.. |
| KPIs (Key Performance Indicators) | Media plans are tied to KPIsThe pulse of success—KPIs are measurable goals that track performance, guiding brands to optimize, adapt, and crush their objectives. like reachThe total number of unique people who see your content—used in media planning and performance tracking., frequency, CPMCost per thousand impressions—used in media buying to measure how much it costs to reach 1,000 eyeballs., CTR, and ROI—ensuring accountability and optimization post-launch. |
Related Job Roles
| Related Job Roles | Why It’s Connected |
|---|---|
| Media BuyerThe dealmaker behind the screen—media buyers negotiate, purchase, and place ads across channels to maximize reach and return. | Executes the media plans—negotiating rates, buying placements, and managing vendor relationships across platforms. |
| Performance Marketing ManagerNumbers-driven growth—this role leads paid, data-backed campaigns designed to drive measurable conversions and revenue. | Optimizes live campaign performance in alignment with the strategic objectives set by the Media Planner. |
| Account ExecutiveThe client’s go-to strategist—account executives manage relationships, oversee projects, and ensure campaigns deliver impact, on time and on budget. | Communicates media strategies, budgetYour financial roadmap—a budget outlines the expected costs and resources for a project, ensuring spending stays on track. allocations, and performance updates to clients throughout campaigns. |
| Marketing Manager | Aligns broader brand initiatives with the paid media strategies crafted by Media Planners. |
