Media planning and buying turns a media budget into a clear plan: where to spend, when, on whom, through which channels and how to know whether the investment is serving the objective. At Tahbeer, planning, buying, monitoring and optimization stay connected.
Planning before buying
Objectives
We define awareness, reach, traffic, leads, sales or other campaign outcomes.
Audience
We define segments, geography, behavior and context relevant to the campaign.
Channels
We select the channel mix based on audience, objective and message rather than a fixed formula.
Budget Allocation
We distribute spend across channels, periods and segments while keeping room for testing and optimization.
Media Buying
We manage placements, purchases and campaign launches across the approved channels.
Optimization
We review cost and outcomes, then pause, scale or reallocate spend based on performance.
Questions we answer before buying media
Where should we advertise?
We identify the channels, placements and locations that can serve the objective.
Who are we reaching?
We define the audience, segments, locations and behaviors relevant to the objective.
When?
We define campaign duration, timing and how spend should move through the period.
In what proportions?
We allocate budget according to objective, channel and audience, while leaving room to reallocate after performance appears.
Illustrative example: a SAR 1 million media budget
Suppose the budget is SAR 1,000,000. An initial plan might—purely as an example—allocate 30% to Google, 25% to Snapchat, 20% to TikTok, 15% to Instagram and 10% to outdoor media. These are not fixed recommendations; the mix changes with audience, objective, geography, duration and channel performance.
After launch, we may find TikTok performing strongly, Instagram at a moderate level, and Google stronger for conversion. That is where planning and buying create value: we do not leave the original allocation untouched simply because it was written first. We reallocate when the data supports a better opportunity.
How do we allocate the budget?
There is no fixed percentage split. A launch campaign may need more emphasis on awareness and reach at first, while a performance campaign may put more weight on measurable conversion channels. Allocation also changes with market, geography, competition, duration and audience size.
Targeting and geographic distribution
We identify the cities, areas and segments worth investing in, then review performance by audience, location and channel. Depending on the data and campaign, we may use new audiences, engaged audiences and lookalike segments.
How we work
Plan
We define objectives, audience, channels, duration, budget and KPIs.
Buy
We execute media purchases and launches and distribute budget according to the plan.
Monitor
We track spend, cost, reach, views, clicks and outcomes.
Optimize
We reallocate budget and improve channels or ads based on performance.
Reporting
- Actual spend and allocation.
- Reach, views and engagement by channel.
- Clicks, conversions and cost per result where measurable.
- Insights on what worked and what should be improved.
A good plan allows investment to move when the data reveals a stronger opportunity.